//4 PPC errors that affect your advertising campaigns

4 PPC errors that affect your advertising campaigns

 

 

Creating and managing a successful pay-per-click (PPC) campaign is hard work.

There is no magic formula that you can apply to the success of paid advertising . In the world of pay-per-click, you need to set a budget, set keyword bids, and create an audience that requires segmentation, just hitting the surface of the tasks to be executed successfully paid campaigns .

Although each PPC campaign is unique, the most successful campaigns share organized features. In this blog, we help you succeed in your paid campaigns by highlighting four PPC mistakes made by most marketers. We'll also explain the steps you can take to work around these errors to generate a positive return on investment.

PPC code error # 1: do not create buyer personas

The idea of ​​creating ads and taking advantage of conversions / sales of these ads is very interesting. This may be the reason why most marketers quickly get started creating ads without a clear understanding of the goals and a strategy on how they will achieve those goals.

Before you start viewing conversions from your ads, take a step back and identify your target audience .

Without knowing it:

Who do you create your ads for?
What is their role
What motivates them
What frustrates them
How much budget do you have to spend

… How can you create ads that can persuade them to click?

Creating detailed buyer characters helps you identify the details of your target audience that you can use to tailor ads to their specific needs. A complete buyer persona profile generally looks like this:

 PPC Buyer Persona Error Example width = "702" height = "458" /></p><p> Get to know your target audience before selecting keywords and writing an ad copy.</p><h2> PPC error # 2: ignores differences in user intent in search, social, and display campaigns</h2><p> Each paid advertising campaign should look like a snowflake, one of a kind. Even if you create a campaign for the same offer on different channels, it should not be the same thing.</p><p> Indeed, search, social and display audiences do not behave the same way and identical ads, even if they promote the same offer, do not work for all audiences. A user performing a search on Google has a different intent than a user who simply browses his Facebook feed.</p><p> When you do not account for audience differences for different pay channels, you do not <a href= correctly segment audiences for these channels, which affects your return on investment.

Here is how to differentiate the three types of channel audience:

Search Traffic: These prospects are actively looking for solutions to their problems or the products they want to buy. They have a higher purchase intent associated with strong motivation, so you can be more aggressive with the sale by using the relevant keywords used in their query.
Display Traffic: These people are not actively looking for solutions, they are simply browsing the web, continuing their activities. They have a low intention of buying and motivating. This is the reason why soft-sell ads work best for this type of audience.
Social Traffic: Social network users share features with the viewing audience because they do not actively seek out solutions. The cheapest ads work just as well for them.

Let's look at Tableau's search and display ads as an example. First, the search announcement that promotes the free trial of the service:

 PPC Table Error Example "width =" 671 "height =" 165 "/></p><p> The search announcement talks about what the tool can do and asks users to click on the ad to try it for free.</p><p> Meanwhile, the advertising display attracts visitors with a white paper, explaining the pros and cons of the dashboard rather than asking them to sign up for a free trial:</p><p> <img class= PPC most likely to convert.

PPC error # 3: Do not handle exclusion lists

Because PPC marketing requires you to pay every time a user clicks on your ad, it's important that every clicker clicks on it. Managing exclusion lists in your PPC advertising platform helps you reach relevant audiences for your business. This helps to increase the likelihood of your ads being clicked and reducing your advertising costs.

Google Ads allows you to create audience exclusion lists in the following campaigns:

 Example error in Google Ads PPC "width =" 630 "height =" 190 "/></p><p> Similar to <a href= excluding specific keywords from your campaigns, you can delete specific audiences from your marketing list if you think they do not match. For example, exclude existing customers from your remarketing display ads.

Facebook ads also allow you to exclude particular audiences with the help of personalized audiences. To do this, you can create a custom audience list or create a custom audience from your website to exclude specific users:

 Example of an error on Facebook Ads PPC "width =" 429 "height =" 433 "/></p><p> Exclusion lists help you acquire new customers without targeting current customers and increasing conversions by targeting only potential customers.</p><h2> PPC code error # 4: do not take into account the post-click experience</h2><p> The most common mistake made by PPC marketers is to consider an ad as an isolated unit rather than as a precursor to the post-click experience.</p><p> A click on an ad does not translate to conversions. This is only part of the journey that users will undertake. When you direct them after the click of the ad, you determine whether or not you get a conversion.</p><p> Connecting PPC ads with the appropriate post-click experience ensures that user expectations are met at the post-click level. In the end, you search for messaging on your pre-click experience to match the message that a customer experiences during the post-click experience. This term is sometimes called "message matching". You can only get the message match if you connect your ad to your homepage, product, or any other page on your website.</p><p> Let's look at, for example, the announcement of Scout's help and the next landing page associated with a message.</p><p> The announcement promotes a free demonstration of the customer support tool:</p><p> <img class= visitors view after the click of the advertisement:

 PPC error example Scout 2 "width =" 678 "height =" 371 "/></p><p> The CTA button and the image retain the correspondence and promote the free demonstration highlighted in the ad. In addition, there is no out-of-page navigation link on the page that can keep them away from the offer.</p><p> When you optimize the post-click experience, you make sure that a click on an ad will also be turned into a CTA click. By matching messages and removing all navigation links, you are not diverting visitors from the conversion goal.</p><p> If you are unable to connect your PPC ads to relevant post-click landing pages, conversions fail. This cancels out all the time and effort you have spent managing your PPC campaign: keyword targeting, traffic segmentation, and ad creation.</p><h2> Create better and more optimized PPC campaigns</h2><p> Creating and managing paid campaigns can be frustrating, especially when you do not get the results you expect.</p><p> Clear your campaigns by avoiding the errors mentioned in this article: build buyer profiles to tailor your ads to your target audience, segment different audiences of channels, create exclusion lists to eliminate audiences and always connect your ads with optimized ads. post-click experiences.</p> </pre> </pre><p> </p><center><script async src=