How confident are you in your Google Ad campaign? While it is true that pay per click can be an integral, useful part of your business’s marketing, if it’s not done right it might as well not be done at all.
Small businesses tend to waste at least a quarter of their PPC budgets due to poor in-house PPC management. This waste is caused by inexperience, lack of nuanced knowledge, and simply not having enough time to devote to Google Ads (formerly known as “AdWords”).
No matter the reason, it means there is a lot of wasted time and money which drives up your costs without achieving your goals.
The result? High cost-per-lead, low conversion, and even lower ROI.
In this article we’ll review six of the most common in-house PPC management mistakes that damage Google Ad campaigns.
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1. Sending Traffic Home
Sending all ad traffic to your homepage is one of the biggest (and most common) PPC management mistakes we see from in-house teams. It’s a surefire way to ensure you won’t get effective returns from your Google ad campaign.
The problem is with sending all of your PPC visitors to your homepage instead of a relevant is the lack of focus. A landing page focused on the visitor’s search intent will always perform better than the broad messaging of most home pages.
Even if your website is clean and easy to navigate, the extra effort reduces the chance that a pay per click visitor will stick around. No one wants to be forced to hunt through your site to find the answers they need.
Sending traffic to your home page translates into a higher bounce rate and fewer leads or sales.
2. Leaving Your Google Ad Campaign As-Is
Your Google Ads campaign requires frequent monitoring and updating. Remember, Google Ads is built on a marketplace where your competitors are continually adjusting. Like you, they want to to get a leg up on one another.
If you’re not regularly checking your stats and looking for ways to improve, you’re missing opportunities and wasting money.
You should be setting aside time to monitor your keywords to see which ones aren’t working out. You should be doing research to find new keywords you should start using.
I understand how time-consuming it is to be continually monitoring your ad campaign’s performance. It is even more time-consuming when it comes to tweaking your strategy.
“Time” is one of the biggest reasons we get hired to manage Google ad campaigns.
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3. Not Using Ad Extensions
Ad extensions make your ads more clickable. They give the user more information to entice them to choose your ad from among all the other options.
With ad extensions, you can add a phone number, location information, sitelink extensions, and more. You can optimize your ad for mobile, and even show off some of your relevant products.
These extensions give potential customers more useful information about your business. All this contributes to their willingness to click. As long as they’re being sent to appropriate landing pages — not just the homepage — you’ll see a higher conversion rate.
Yet, ad extensions only work if you are using the appropriate extensions for your business, product, and keyword. Some extensions will be super useful, and others will just add clutter. Knowing which will work can be tricky, and require a fair bit of research, or working with a professional.
Extensions are part of your Google Ads account. By not using them properly, you’re essentially leaving money on the table.
4. Not Tracking Spending and ROI
If you’re not keeping a close eye on your pay per click spending, you may be in for a nasty shock.
You need to track your campaign’s spending daily and monthly. This is integral for budgeting and making sure you don’t overspend. It is also essential for analyzing your ROI and the success of your campaign.
Monitoring your economics also gives you an indication of when you should update your campaign. Be sure to avoid high-cost keywords that aren’t converting. You should reallocate the money spent on those “clicks” towards keywords that convert.
5. Pausing Your PPC Management
When you’re managing your PPC in-house, you’ll probably have to put your campaign management on hold at some point. Maybe your marketing person is going on vacation, or you’ve got a major event coming up and need all hands on deck.
You might assume that there is no harm in pausing your Google ad campaign until you can get going again later.
Unfortunately, good PPC management can’t be turned on and off like a light switch. When you pause your campaign, you obviously lose out on valuable clicks and your competitors gain those customers.
You’ll also have a big gap in your stats which makes it harder to strategize and improve your campaigns in the future. Plus, you’ll have to work hard to get them back up again, which means you need to restart your keyword research.
Remember the time-consuming issue? Can you really afford for your team to do keyword research all over again? You certainly wouldn’t want to skip the research for obvious reasons.
When you work with a professional, they keep your PPC campaigns running no matter what.
6. Forgetting A/B Testing
One of the best ways to improve your advertising is by A/B testing. It shows you what works, and what ad copy is falling flat.
Simply put, A/B testing generates useful data you need to make smart, calculated marketing decisions.
A/B testing isn’t simple, however. The data it generates can be complicated, rather than straightforward. That is why it is often best to work with a professional, who can analyze this data correctly. A Google specialist can help you plan a smarter, more effective Google ad campaign.
PPC management isn’t easy. When you try to manage it yourself in-house, there are a lot of mistakes that can bring your campaign down and waste your budget.
These are some of the most common mistakes, but they aren’t the only ones.
If you really want to up your PPC campaigns and see more ROI, try working with a professional PPC consultant. They will make sure you avoid these pitfalls while setting you up for success.
Not sure how your PPC management holds up? Contact us to get a free evaluation and find out more about what makes White Peak so special.