If you’ve been looking for an effective way to bolster your business’s online presence, a well-executed pay-per-click (PPC) campaign may be just what the doctor ordered. With careful planning and thoughtful execution, a solid PPC campaign has the power to bring your enterprise to the attention of thousands of prospective customers. However, it’s important to note that not all PPC campaigns are equally effective at spreading the word.
While some businesses are able to fully capitalize on the power of pay-per-click advertising, others struggle to utilize PPC to maximum effect. To help ensure that your enterprise doesn’t fall into the latter category, make a point of avoiding the following mistakes when crafting your next pay-per-click campaign.
Not Enlisting Professional Help
Many small businesses don’t have digital marketing efforts on staff. In order to save money, fledgling enterprises tend to work marketing professionals on a contract basis or avoiding working with them entirely. Unsurprisingly, this commonly results in half-baked, poorly-executed digital marketing endeavors that fail to achieve the desired results. If this describes your business’s digital marketing situation, you’d do well to get in touch with an experienced web marketing company.
The right company will help you create and implement effective PPC campaigns in a timely and efficient manner. Additionally, if pay-per-click is your primary focus, keep an eye out for companies that specialize in PPC management and have worked with other businesses in your field.
As an added bonus, a reliable web marketing company will be able to assist you with a host of other digital promotion endeavors. So, if you’re interested in search engine optimization (SEO), content creation or link building, seasoned web marketing experts can be invaluable allies.
Using the Wrong Ad Format
Using the wrong format for ads is another common mistake businesses make in their PPC efforts. Video ads, for example, have a tendency to get shut down by ad blockers, ensuring that all the effort that went into producing them goes to waste. So, unless an ad for your enterprise absolutely needs to take on this format in order to convey a point, you’re better off going with something stationary.
In addition to using an ill-advised ad format, many businesses have trouble creating ads that are able to grab people’s attention. Even if you have a skilled graphic designer on staff, they may not be well-versed in digital marketing trends.
Creating ads that are too general and don’t appeal to specific audiences is another mistake businesses commonly make. Capturing the interest of your target audience should be your foremost concern, especially if your business caters to a niche demographic.
If ad creation isn’t your enterprise’s strong suit, you’ll need to reach out to experienced digital marketers. Not only will they provide valuable assistance in the creation of these ads, they’ll make educated recommendations on how best to implement them.
Using the Wrong Platforms
Creating enticing ads is only half the battle. If these ads aren’t utilized to their full effect, it won’t matter how well-designed they are. With this in mind, take care to put extra thought into the platforms upon which you place these ads.
While Google Ads is arguably the most popular PPC platform, various social media outlets have emerged as pay-per-click giants in recent years. Again, when weighing your options, make sure to consider the audience you wish to reach. If the platform(s) you select aren’t popular with this group, you’re looking at a lot of wasted effort.
Even if your PPC campaign is successful, it could ultimately cost you more than it makes you in the absence of proper budgeting. Just know that if you launch an effective campaign on a popular platform, you stand to rack up quite a bill. Fortunately, many platforms make it easy for PPC advertisers to set daily budgets and select their preferred payment increments.
A mastery of pay-per-click advertising can prove highly beneficial to your online marketing efforts. The right PPC campaign will help connect your enterprise with its desired customer base and make scores of potential customers aware of what you do.
Of course, this isn’t to say that every PPC endeavor is guaranteed to produce successful results. Fortunately, by steering clear of the blunders discussed above, you can help the stage for lasting success with your company’s pay-per-click efforts.