Common PPC Mistakes Which Could Be Costing You Thousands
Google Ads can feel like a minefield if you’re not new to it (or don’t stay up to date). It is the most popular advertising platform around the globe. If you don’t understand Google Ads properly then there may be some mistakes that you’re making which could be costing you hundreds, if not thousands of pounds.
Setting Up and Forgetting
The most common mistake is the setting up of a campaign and then not bothering to keep an eye on the campaign because you think the job is done. There are a number of things you have to remember to do when setting up an Ad Campaign. The most important being: Landing page, Keyword Research, Ad copy, Tracking and more.
Once a campaign is set up, it’s important to keep on top of it and make sure to optimise your campaign. After you launch your campaign, these are things you really need to focus on:
You will want to monitor your campaigns daily, check for any major issues that may have happened since the last time you checked. These could be:
- Low CTR’s (Click Through Rate)
- Large increase in clicks
- Irrelevant search terms
- Large increases in cost per click (CPC)
You are spending money on this campaign, daily, so the most important thing for you to do is to check up on it daily and see if anything untoward is happening.
You will want to take an approach to campaign performance optimisation which will include :
- Applying negative keywords to ad groups, to make sure that the most relevant ad you have created, is showing.
- Create a new ad copy to split test
- You will want to funnel off converting keywords into their own ad groups, which will increase CTR
All of these can be done on a daily or weekly basis, it all depends on when you get more data.
Campaign Strategy and Scaling
Every month, you can take a look at what’s performing well and what isn’t. You can make decisions based on this, which means the more budget you have to work with, the quicker it can be done.
Here is what you need to focus on when scaling:
- Set up new campaigns based on performance
- Try new campaign types and bidding strategies
- Expand your keyword lists after you have a well converting set
Not Using Negative Keywords
There is a difference between ‘keywords’ and ‘search terms’ which needs to be understood. Keywords are words or groups of words that you can set within Google Ads which will target specific customers. However, when most people go to search, most of the time they do not type in just the keyword in which you have set for your campaign.
Instead, most searches are ‘long tail’ which means that there are different variations of which may include the keyword that you have set for that specific campaign.
Some searches may contain your keyword, but sometimes, the user may not be wanting to necessarily buy that keyword but wants to either learn about it or sell their own products with that keyword that you have specifically set.
Before you set up a campaign, you can do some research for irrelevant keywords and add them to a negative keyword list before you launch that campaign.
These negative keywords will tell Google which searches you don’t want to show up for, which means you won’t waste any money on irrelevant search terms. This should save you some money before you even start your campaigns.