4 signs that you're wasting your ppc budget
TRANSCRIPT
4 signs that you're wasting your PPC budgetBy: YourDigitalStory
4 main mistakes that are made in Adwords ads
● Mistake 1 – Setting up paid advertising
● Mistake 2 – Target page for the ad● Mistake 3 – Ads direct to a poor
content page● Mistake 4 – Not using a landing page
4 signs that you're wasting your PPC budgetPaid advertising could be done by anyone
who is capable of setting up a Google
AdWords account. Creating ads is simple –
you write a few lines of content, set the
budget and roll the ads. Done!
Creating an ad in AdWords is as simple as
wasting money there. Anybody could set up
a simple campaign in Adwords.
But most likely you are spending too much
money on the ad, not getting enough clicks
and paying too much per click; the web site
is not generating enough leads/customers.
Let's look at what you could be doing
wrong.
4 main mistakes that are made in Adwords ads
1. Wrong ad setup2. Ads direct to the home page3. Ads direct to a poor content page4. Not using a landing page
Mistake 1 Setting up paid advertising
The most common mistake when setting up their first campaign, is creating a wrong structure; creating 1 campaign, 1 target group, 1 ad and including many keywords for it. Unfortunately, this is not the way things work in AdWords.
This method is used to quickly create the campaign and start running ads but there is a lack of strategy in it.
This means that the cost per click will be expensive, number of clicks will be low and the visitors who make it to your web site, will not do anything there.
A good campaign implies that firstly, you have created a general campaign where all the different parameters are set, such as target country, budget etc.
Mistake 1Setting up paid advertising
Secondly, different target groups are created for the campaign. These should be specific product groups that you would like to advertise.
For example, separate ad groups for windows and doors. Every ad group should be assigned with keywords that are specific to that product group.
Thirdly, create ads with different content for each ad group. Test it out with at least 2 different advertising texts, so that you can analyze which one works better. The ads for different ad groups should be directed to specific corresponding content pages on your web site, not the home page.
Otherwise, you will lose a lot of clients right away, as they will not be able to see what they came for on the landing page.
Mistake 1Setting up paid advertising
Keep an eye on your ads
If your ads are correctly set up, you are one step closer to a successful campaign. But this does not mean, all the work is done. This is certainly not the case; setting up a campaign is not a one time activity.
A successful campaign needs constant management and tracking. Analyze, which ads are working better.
To do that, you should track; for example, which keywords are generating clicks? Unimportant keywords should be deleted altogether.
You should also be tracking the quality score and other indicators. There are quite a few details that should be tracked.
Mistake 1Setting up paid advertising
CONCLUSIONS:
● 1 campaign, 1 ad group and 1 ad is the wrong structure.
● The correct structure would be 1 campaign where each product group corresponds with an ad group, 2 ads in one ad group minimum.
● Track ads regularly, edit less effective ads and delete those that are “eating away” at your budget.
Mistake 2Target page for the ad
AdWords ads are often directed to the home page which decreases the efficiency of the ad quite significantly. For example, if you are using 50 keywords in your ads, they cannot all have the same content and refer to the same page.
The point of paid advertising is to give the client fast information that would provide an answer to their search.
Check the setup of your ads and make sure that all the ads of an ad group are directed to different content pages. For example, if your company handles car sales and rent, your AdWords account should have different ad groups, such as “car sales” and “car rent”.
The corresponding ads of an ad group should direct visitors separately to content pages about car sales and car rent.
Mistake 2Target page for the ad
If you do not have separate content pages for these services, you need to create them. A person who is interested in renting a car, will not want to buy a car.
Therefore, there is no point in directing them to the wrong page which in the end will just waste money from your budget.
The more precisely you are able to divide ads into different ad groups and direct clients to relevant content pages with appropriate keywords, the more cost-efficient your ad expenses will be.
Appropriate advertising means lower cost per click with a high quality score and brings better results overall, as the client reached the page they were looking for and will perform an activity.
Mistake 2Target page for the ad
CONCLUSIONS:
● The target page for your ad should not be the home page of your web site.
● Different ads of an ad group should be directed to their corresponding content pages that are connected with the specific product/service.
Mistake 3Ads direct to a poor content page
If you have followed the instructions so far, you have a well-organized AdWords account and your ads direct visitors to the right content pages. While analyzing ads, it turns out that you do not have enough conversions. What is the problem?
Let us begin with checking if the cost per click is well optimized and low enough.
There are many factors that determine the cost per click, one of which is how well the content and keywords correspond to the target page, in other words, how well the texts in your ad correspond to the content in your target page.
For example, when using the keyword “new and used cars” in an ad, the same keyword phrase needs to be visible on the landing page.
Mistake 3Ads direct to a poor content page
Directing your ad onto an irrelevant content page indicates to Google that this is not a good quality ad which will increase the cost per click for you and also move the ads to a lower position in the ranking.
CONCLUSIONS:
● Carefully go over the message for the target content page of the ad; check if it delivers on what the ad promised.
● Use the same keyword phrase, photo or some other element, so that the client will recognize the offer and identify with it.
Mistake 4Not using a landing page
If you prefer your ads as effective as possible, then the three previous steps are not enough.
The whole content of the landing pageshould be carefully thought-out and directed to one specific activity, be it making a request, purchase or newsletter registration.
One option would be to correct the content of the respective content page. The drawback of this is too much noise.
Your web site might have too much information – dozens or maybe even hundreds of content pages, navigational menu, blog, news, company history etc.
Mistake 4Not using a landing page
The visitor's interest could fade away quickly and different elements on the web site may lead them away from the offer.
If there are too many elements and the sales tunnel has not been planned carefully, the visitor might get lost on the web site and soon not even remember why they came there in the first place; then leave your web site.
A better way to support the paid ad is to create an elaborate landing page and direct all the visitors from the paid ads there.
This means that there is a separate landing page for every offer! The landing page has one essential goal – to make the client react immediately.
See what a proper landing page should be like.
Mistake 4Not using a landing page
A landing page has a certain structure. All distracting elements have been removed. What is left, is the most important information that is focused on the specific offer – title, description, photo or video, contact form and CTA.
The menu, new products etc are not there. It is important to identify with the client and transmit information. The client should find the information on the landing page that was promised to them in the ad.
CONCLUSIONS:
● Use a separate landing page for the target of your ad.
● Remove distracting elements from your landing page, such as menu, recommended products etc.
● Make sure that the content of the landing page corresponds with the content of the ad.
v
Conclusion
Doing paid advertising means that a well thought-out strategy is crucial. The goal is to get the lowest possible cost per click and maximum number of clicks. Once that is achieved, the visitors need to become clients.
The most effective way to do that is to create a landing page where you should direct all your traffic to. Plan the message of your web site carefully and include only the most important information.
v
4 mistakes that you should not be making anymore
1. WRONG SETUP FOR THE AD – Create the right structure (campaign, correctly chosen target groups and number of ads)
2. TARGET PAGE FOR THE AD – The home page is not the proper place to direct your ads, take every ad to a relevant content page.
3. INADEQUATE CONTENT PAGE – Make sure that the content of your web site is respective to your ad content
4. YOU DO NOT USE A LANDING PAGE –The best way to turn a lead into a client is to use a separate landing page.
https://yourdigitalstory.com/4-signs-that-youre-wasting-your-ppc-budget/
Contact us!
YourDigitalStory
Kristiina 15Tallinn, Estonia, 10131
www.yourdigitalstory.com
[email protected]: yourdigitalstory