Mistakes are inevitable. Especially if you are new to PPC. A great way to avoid them is reading common mistakes check-lists once in a while. So read the one here to become a better PPC advertiser.
Targeting the whole world
Sometimes when setting up a campaign with a small network, you think that if the network is, for example, USA-based, then all the traffic you buy will come from the United States. In fact, PPC networks may have traffic from all around the globe, so it’s crucial to specify particular countries you want to target.
For an online shop it makes sense to include exclusively the countries where you may ship the goods. Some networks (and REACH Network is one of these) go beyond targeting countries and offer targeting cities and regions. This makes PPC advertising an effective tool even for the local businesses.
Forgetting about the landing page
The number of clicks is not the only success indicator in PPC advertising. Unless you pursue statistics improvement, it’s not the click that matters but what follows. So much depends on your landing page.
Make sure the landing page is visually appealing and relevant to your ad. An inviting ad text and a stale website page is a terrible combination. Also provide easy navigation from the landing page to other pages of your website to get the audience more engaged. And obviously, if you target smartphone and tablet users, adapt your website design for this purpose.
Putting all your eggs in one basket
As you know, there are two kinds of ppc networks: 1st tier (Google, Bing and Yahoo) and 2nd tier (the smaller ones). Advertising in 1st network seems more secure and efficient. However, with 2nd tier network you may reach relevant sources at a lower price. Running campaigns in both 1st and 2nd tier networks all the time may be way too time-consuming and costly. But at the starting point it’s better to try out both to find out which one works best for your marketing goals.
Leaving out mobile audience
The rise in smartphone and tablet use is pretty obvious. But it looks like many marketers refuse to face up to reality. People have actually lost the fear to make a purchase through these devices. Until smartphone craze has ultimately seized the world you may successfully advertise in mobile dimension at so far reasonable prices.
Not following campaign performance
Even if you have carefully tuned all the settings and thought through the campaign from start to end, it’s still worth checking your reports once in a while. You should do that for many reasons: check whether you have enough money on your balance, whether the bid you’ve placed is still able to withstand the competition. It’s also a good idea to try out different ad messages as the campaign goes.
Incorrect filling of include sources/domains fields
This mistake concerns specifically REACH Network campaigns. Some of our clients get the feeling that this field is for the website URLs they are going to promote with REACH network. But that’s not quite right.
Here is how the field works. If you write any domains into this field, the traffic will be attracted ONLY from these domains. So if you don’t see the traffic flowing to your website – check this field. Maybe you have accidentally put your own domain name into the box and blocked all our traffic sources for your campaign this way.
That’s the end of the list. Stay away from making these mistakes for better performing PPC campaigns!