Despite the inherently digital nature of pay-per-click (PPC) marketing it is still set up by humans, and as humans we make errors. However, with a little more care, time and effort, we can easily avoid these errors, placing a greater emphasis on return-on-investment (ROI) as opposed to cost-per-acquisition (CPA) you can turn your PPC marketing around.
Turning these errors into success is a sure fire way to get your business back on top. Here are some common errors made and how you can fix them.
If your remarketing is too general then you simply aren’t getting enough out of it. Putting PPC ads out to users who visited your site within the last 15 days that are basic and general isn’t going to have great effect.
Instead, you should focus on segmenting users into groups based on the time since their last engagement and the types of article they have most recently read. Remarket to them with information that is going to add value to their experience. The point to stress here is that you shouldn’t worry about reaching everyone, reach those who took an interest.
Optimising for harder conversions
It can be all too tempting to try and turn visits into conversions for all users. The challenge faced here is that some people simply may not be interested or have found a better alternative to your product or service.
When it comes to PPC advertising, focus on those who are further down the funnel, i.e. those who are easier to convert. This means focusing on those who engaged more with the page and spent longer looking through the available options.
Overlooking later conversions
Depending on the campaign, not all conversions will be in the short term. Some may take a few months to materialise because of a time-sensitive product or service. A good example is insurance, if your campaign advertises a discount coupon on insurance it may not be used until a few months later when the user’s current insurance runs out.
Open up your conversion window and adjust you attribution model based on the timing of the campaign and how long it has been running for.
Not taking in the bigger picture
As a PPC marketer, it is important to analyse each individual platform as a separate PPC landscape. However, when running a campaign across multiple platforms it is important not to assume that because one platform isn’t performing well that it isn’t impacting on other areas of the campaign.
If you know your audience engages regularly with Instagram but you aren’t seeing any clicks that doesn’t mean they don’t see it. Google or Facebook might have high click-through rates as a result and it just so happens that the final push happens on another platform.
Make sure you see the whole picture when working with PPC advertising, whilst it may be difficult to integrate all the data, it is important to take it in as a whole.