In trying to get their businesses right in front of their target audience using pay-per-click advertising, businesses, especially startups and small businesses, do not follow the PPC advertising targeting rules. In the end, they would eat up your budget and, clueless, wonder where you missed it.
Done right, PPC can generate exceptional ROI; on the other hand, he can tear you apart faster than a man drowning in quicksand, and you may end up hating him forever. To protect against this, follow these basic rules:
1. Write ad copy that won’t convert
From a PPC perspective, ad copy consists of a title and description.
On the Google search page, for example, the title is the text that appears in blue, while the description is the small block of text that follows. Unless you’re a copywriter with years of experience converting sales copy, you will likely have a hard time creating and attracting ad copy; don’t be discouraged, it’s all part of the game.
When writing ad copy:
• Use personal pronouns like “tú” generously.
• Less of you and more of them: Telling visitors that you are the best at something is self-sabotaging.
• Hit your pain point. Someone who enters “acne” in the search box is probably looking for relief; convince him that he can help
• End with a call to action (CTA): “visit”, “find out”, and so on. they are good examples
2. Don’t specify negative keywords
Negative keywords are keywords that you don’t want your ads to appear for. Let’s say you sold shoes in, say, Orleans, and one of the keywords you chose is “shoes for sale in Orleans.” If a search engine were to search Google, for example, with the keyword “children’s shoes for sale in Orleans”, your ad would appear immediately, further burning your budget. Since you do not sell children’s shoes, set “child” or “children” as a negative keyword.
Understanding the idea?
3. Using the wrong type of keywords
People who search with search engines do so for two reasons: to find useful information, and to find the right product to buy. To that end, keywords are of two types; Informative and commercial keywords. “how to repair a broken hammer” is a good example of an informational keyword. “Best web host”, on the other hand, is an example of commercial keywords.
Unless you want to drive traffic to your website just for the sake of doing it, the informational keyword is perfectly fine. Otherwise, do what is necessary.
4. Don’t eliminate low-performing keywords.
Even seasoned marketers often load their campaigns with keywords that don’t work. However, these are keywords that attract traffic, but the wrong kind of traffic, or they just don’t work at all. If efficiency means anything to you, remove these keywords.
5. Don’t specify keyword matches
Not all users will use the exact words you defined as keywords when searching for your product and services. To avoid losing these leads, Google AdWords, for example, uses keyword matching to capture these leads.
It is important that you correctly specify the appropriate keyword matches.
conclusion
There you have it: 5 tips to help you avoid falling into the traps others fall into. Remember, putting into practice, not just reading and sharing, is what matters.