Google PPC, or ‘Pay Per Click’ advertising is an absolute minefield. You just know it will cost you money, but you’re never quite sure if you have set it up right and whether it will do your business any good. Just like Monopoly, you can end up paying through the nose for your ‘real-estate’ positioning, and battling with your competitors to appear at the top of the Google Search.
If it is simply branding that you are looking to achieve – i.e. you need to be seen to be at the top – then in a superficial way, keep an eye on your bids to achieve that ‘Mayfair’ status. Here at Blink though, we think this is the last aspect of your strategy that you should look at.
Here are some common mistakes that can affect your PPC campaign and how, with some simple tweaking, you can maximise your investment in this area.
- You’ve got no strategy, you’re simply winging it! Don’t pile all of your products and services into one advert, in the hope someone will click on it. What you need to do is break down the specific areas of your business into separate Ad Groups. Then allocate your specific keywords to each ad. Once you have everything separate, you can then analyse which adverts are working and which ones are worth investing in.
- You have no idea what to achieve. Before spending any money, you need a goal. Make sure you have a call to action on your advertisement that encourages the viewer to do what you want them to do. Set up your campaigns according to your aim and measure the success or failure of the ad according to the goal. For example; you want people to download your new whitepaper. Make sure you put ‘download whitepaper’ in your advert. Also ensure that when the viewer clicks, they actually go to a landing page that enables them to instantly download that whitepaper.
- You don’t have a list of keywords ready. Before you set up your Ads, go online and search as if you were the customer. Use keywords and see what comes up. That way you will see what works and what doesn’t, and also when your competitors appear. When you set up your Ad, always avoid using ‘Exact Match’ or ‘Broad Match’ settings – these can make the bids really high and don’t always hit the spot when searching anyway. Also remember to use the ‘Negative Keyword’ function. For example; a mobile hairdressers would not want his services to appear when a searcher looks for a mobile phone shop. By including negative words such as ‘phone shop’, the hairdressers can make sure his advert is not appearing to the wrong audience.
- You haven’t identified your target audience. If you only want customers from Barnstaple, then there is no point in advertising to the whole of the UK. Before starting your ad campaign, you need to make sure you’ve set up your ‘target audience’ settings. Targeting allows you to reach customers depending on their gender, location and demographics.
If this all still seems a bit too much, or if you simply don’t have the time to get your ads set up right, we can help. Blink is now offering ‘Google Set Up’ services for businesses in North Devon. Packages start at just £50 (not including Google PPC advertising) and for this price we can ensure that your advertising is fully up and running.