Launching their advertisement campaigns on pay-per-click platforms like Google AdWords is an ideal way for entrepreneurs to attract online customers to websites. Nevertheless, these business owners soon realize that run their campaigns on such advertising channels is not easy. These proprietors usually end up spending more money than they actually generate. A time comes when they feel that pay-per-click platforms do work for their businesses. On the other hand, prominent experts say this is far from the truth.
What kind of mistakes do entrepreneurs make when launching PPC advertisements?
Specialists point out the business owners tend to make many serious mistakes when launching campaigns on PPC platforms. As a result, the entrepreneurs end up spending a lot of money and earning low returns on their investment. PPC experts point out seven common mistakes which proprietors make when using pay-per-click platforms and how to avoid them:
Entrepreneurs normally have a difficult time choosing the right keywords of their advertisement campaigns on PPC platforms like Google AdWords. These owners often select broad phrases which describe the type of business they operate in the market. As a result, the websites of such proprietors often attract irrelevant online traffic. Since this traffic does bring about an increase in sales, these business owners start to lose money.
To avoid such a situation, proprietors should focus on inserting precise keywords matches in their online advertisement campaigns. This ensures they are able to attract the right online users to their products or services.
- Failing to have a clear idea of what the campaign aims to achieve
Before launching an advertisement campaign on a pay-per-click platform, entrepreneurs need to have a clear idea of their objectives. These business owners need to know what goals they intend to achieve by taking such a step. Many of the proprietors may want to see a significant increase in organic traffic to their business websites.
On the other hand, other owners may intend to create an extensive email marketing list for their businesses. Moreover, the entrepreneurs should know which category of online users they want to convert into potential customers. Only then can these entrepreneurs expect to achieve the kind of results they are looking for.
- Not devising a realistic budget for the advertisement campaign
Entrepreneurs need to understand that launching an advertisement campaign on a popular pay-per-click platform like Google AdWords is expensive. While this advertising channel is relatively cheaper than conventional ones, these business owners still need to spend a considerable amount.
The proprietors need to know beforehand whether or not they can afford to incur such an expenditure. For this, the owners need to prepare a realistic budget to determine how much they are willing to spend. Only then should they make the decision whether to launch their PPC advertisements in the market. Moreover, entrepreneurs should also take the necessary steps to monitor the costs of their campaigns.
- Ignoring to use ad extensions
Ad extensions are an important feature that entrepreneurs often forget to include in campaigns while advertising on the popular pay-per-click platform. Google AdWords provides a diverse list of extensions which business owners can use in their advertisement campaigns. The purpose of such features is to make it easier for interested online users to find their businesses.
These potential customers then get access to these proprietors’ contact information, location, product description, prices, review, and other relevant details. Using the right ad extension in their advertisement campaigns helps owners to increase their websites’ click-through rate significantly. It also encourages members of their targeted audience to consider making a purchase. This ensures the entrepreneurs get value for their money.
- Failing to understand their targeted audience
Entrepreneurs probably know that customer engagement does not develop overnight. It takes time for these owners to establish a strong online customer base in the market. Unfortunately, the proprietors often fail to understand the needs of this targeted audience when launching their campaigns on the pay-per-click platform.
As a result, the owners often end up spending more on these customers than the revenues they generate from them. This is why experts say entrepreneurs need to have a thorough understanding of their targeted audience before launching their campaign. Taking such a step to ensure they do not lose money from the campaign.
- Unrealistic expectations
Experts clarify that business owners may assume their websites meet the requirements of search engines like Google. Nevertheless, it is unrealistic for these entrepreneurs to expect their campaigns on a pay-per-click platform is likely to generate immediate results. This is because search engines like Google take time to grade the money-earning potential of such advertisement campaigns.
This is why the owners find that their advertisements do not always secure high ranks on the search engine result pages. Moreover, the search engine will first determine whether the owners have a creditable previous track-record before allotting ranks.
- Overlooking the necessity of testing the conversion funnel