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.
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:
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 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:
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:
visitors view after the click of the advertisement: