Note: This was featured as part of our Web Wednesday segment on Charleston’s 105.5 The Bridge. You can catch us every Wednesday morning at 8:20 am ET for your dose of social media & digital marketing news.
To create online traction for any business, there are several features to use when it comes to digital marketing. One of these components is PPC (pay-per-click) advertising, and it is an important skill that needs to be fully understood to get the most out of.
Although it’s a comprehensive subject, there will always be room for error in any marketing plan. But this means that there will always be room for improvement as well.
Among the mistakes that can be made with PPC marketing, here are the most commons ones and how you can fix them.
1. Is your remarketing too generic?
A common mistake marketers make, is generalizing their remarketing lists to their visitors. If someone is interested in a particular page on your website, consider directing them to an ad that pertains to that particular page instead of displaying a general one.
Fix this by organizing your audience list into multiple segments so you can create specific plans for each segment.
2. Are you optimizing for hard conversions instead of soft ones?
Many PPC marketers focus too much on reaching their audience through hard conversions instead of soft ones. Hard conversions include material such as phone calls and trial sign-ups, while soft conversions consist of things like newsletter sign-ups and premium content downloads.
Optimize your audience engagement by reaching visitors through soft conversions. Then use the data you get from those conversions to figure out how to create sales through hard conversions.
3. Are you overlooking the value of late conversions?
When marketers see that their campaign ended with a low CVR (conversion ratio), they often think it failed and discontinue it. For example, a customer can click to download a coupon from your website within the campaign time frame, but they may redeem it weeks past the end date. That’s still a conversion, and it’s still valuable to your company.
Consider what kind of conversion you want to make before you set a time frame for it. Late conversions could be the difference in a high-sale campaign and a low one.
4. Are you ignoring the main focus of your campaign?
As a PPC marketer, you get used to running several campaigns on several different platforms. Since there isn’t software to manage every campaign, you may forget how they impact each other even though they’re managed separately. Users may not click on the link you set up on Instagram, but it could still create an increase in awareness of your brand.
Optimize your audience reach on each individual platform, but don’t forget how they can create a cross-channel effect and an increase in your ROI.
5. Are you properly managing your exclusion lists?
An exclusion list is an email list that you exclude from your regular marketing emails. Exclusion lists are mandatory for increasing audience reach, but they must be managed correctly to reach their full potential. If someone visits a website and makes a one-time purchase, ensure that they’re on the list of customers who have also made that purchase. Then, you can retarget similar offers to them that they may like, rather than the content you send to your main marketing list.
Use your customer data to see what is and isn’t working. Figuring out what time of day or pop-up message is best will allow you to create a more dynamic database exclusion list.
If you’re not sure how to fully utilize PPC advertisement, let us help you! Sign up for a free, no-obligation consultation today or give us a call at (888) 632-4499.