​8 PPC Mistakes That Are Costing You Quality Leads

17 March 2016

8 PPC Mistakes That Are Costing You Quality Leads

Pay-per-click advertising can be a highly cost-effective method to generate high-quality leads to your website. It is carefully targeted, so the site visitors you attract are generally interested in your products or services but, when managed badly, a PPC account can be a pricey investment. Mistakes can be made, and they cost money.

Avoid making expensive errors by checking your account and practices for these eight PPC mistakes:

  1. Not tracking your conversions: finding out how many people click your ad for each keyword you have bid on is useful. But if you don’t know how many of those go on to make a purchase, you won’t be able to bid according to the money you’re making per conversion. This leads to missed sales (due to bidding low for a lucrative keyword) or expensive, wasted clicks (due to high click-through rates but poor conversions for certain keywords).
  2. Not bidding for your company name: in most cases, bids for your brand name will be low cost and will help to guarantee that you grab the attention of people searching for you directly.
  3. Not re-targeting customers who almost bought: if you can see that somebody visited your ‘See your basket’ page but didn’t progress to the ‘Thanks for your purchase!’ page, you will understand that you lost the sale at the last moment. Track your clicks and re-target ads to those people who nearly bought from you but didn’t.
  4. Not matching your landing pages to your ads: if somebody clicks on an ad that promotes a particular product and then, when they click, they are taken to a different product’s page or a generic homepage, you may well lose that visitor – and that sale.
  5. Using poor ad copy: if you’re not attracting the attention of the people who see your ad, or you’re not enchanting them with your offering, your ads are failing. Check out 6 Ways to Improve Your PPC Ad Copy.
  6. Using untargeted ad copy: does your copy reflect the search a customer has just carried out? Do you use the same keywords they are looking for? If not, another ad will seem more relevant and interesting to them. Test different variations to get the best success.
  7. Not targeting locations: we’ve all searched for, say, a dentist and seen PPC ads for dental surgeries hundreds of miles away. Ads targeted to locations can be personalised and more relevant, especially for brick-and-mortar businesses.
  8. Poor timings: are you setting your ads to run at peak times? Do the times your ads show up match when your target audience is online? Sometimes this is obvious (e.g. a takeaway pizza shop may want to show their ads in the evenings and at weekends, or an office supply company running ads during traditional office hours) but, if your case is not clear, test your success with different days and times of day.