Your social media services are precious, but so is your PPC (Pay-Per-Click). It’s a crucial component of social media services because it drives traffic to your website, giving your website the potential of generating more sales. But what happens when your social media services team drops the ball or when PPC goes awry? Read below and find out!
- Target Location
Probably the first thing you should do when setting up targeting is to determine the location. If you don’t pay close attention, you could up making a costly mistake. For example, if your target is a specific city, ensure that it’s targeted there. You don’t want to run the campaign and then realize you set your targeting for the whole globe! Targeting is one of the great things about paid advertising. So don’t blow it by missing the mark and rendering your whole campaign useless.
- Keyword Strategy
More is not always better! If you have over 1,000 keywords for one ad group and no match type, you are going to have a bad time. What you should do is have a strategy. Try grouping all your ads by theme. Then you can delineate the keywords in each group. Bonus tip: you will be able to tell which keywords work and which don’t. Also, this may sound like a no-brainer but don’t have keywords for products or services you don’t offer, because again you don’t offer them. If you sell only dog products and decide to use the keyword “cat food,” then what are you doing?
- Negative Keywords
We just talked about having a keyword strategy, so that means it’s time to talk about why you need a negative keyword strategy. Negative keywords will filter out keywords and search queries that don’t apply to you but that could end up costing you a lot of money. Again, why bleed out your PPC campaign for cats when you know you only sell dog products. You’ll thank us later for this one.
- Clear Call To Action
You spend all this time building a campaign, but you might forget this critical piece: the call to action. Your call to action has to be clear, tell your audience exactly what to do, and what they can expect once they are on your landing page. Having exciting content directed at your target audience should help boost those numbers you were looking at.
- Unclear Landing Pages
Let’s say you get someone that sees your call to action and acts on it. Now they are at a confusing landing page that makes no sense. They saw your ad for dog bones, clicked on it, and now they are staring at endless photos of organic dog food or superhero costumes that look adorable on your dog. What just happened? Well, you confused your audience. Your landing pages should first off be relevant, especially to your ad groups and keywords. They should also clearly state what you want. Do you want them to buy your product, call you about your service, or read info about why your company stands out from the rest?
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