We understand that life gets busy as a business owner and regrettably, your marketing may sometimes take the backseat. What if we told you it doesn’t have to be this way? Google Ads campaigns can secure your business a position in SERPs. Learn how to simplify campaign management once initial optimisations are in place by avoiding common errors.
How To Easier Manage Your PPC Strategy
Working in a fast-paced, digital marketing agency with a broad range of clientele, we understand the importance of a clear strategy. Here are a few common marketing mistakes we've noticed when managing PPC campaigns that can hinder the generation of impressive performance.
mira’s PPC Dont’s
🔤 Not conducting thorough keyword research and instead relying on gut feelings or subjective points of view can harm how well you manage campaigns. The Google Keyword Planner does all the work for you, generating keywords from prompts and providing insight into search volume or what CPC you’re looking at.
📅 Insufficient planning around competitors or external events can make managing campaigns difficult. Without this insight, you may become frustrated when performance plateaus despite your optimisation efforts. It’s crucial to identify and monitor your competitors to develop creative strategies that can propel you to the top. As well as this, remember that social factors such as Prime Day or elections may explain dips in ROAS or a slower flow of website traffic.
❌ Negative keywords are equally as important and not using them may cause more problems. They prevent wasteful marketing by preventing your ads from appearing for certain terms, whether it’s a competitor, upper funnel user or simply irrelevant contextual keywords.
🛬 Landing page user experience is also a key factor that ensures your Google marketing efforts are not going to waste. Making intentful landing page SEO optimisations for conversions and supporting the user journey ensures easier management by eliminating the impact of a poor website, giving you clarity on what needs to be optimised in the case of slower performance.
🔁 Applying auto recommendations without evaluating their impact on KPIs is a common pitfall for marketers. Instead, these recommendations should be used as inspiration and provide insight. Blindly applying all automated suggestions will run through your budget and weaken your targeting, making it challenging and time-consuming to recover from.
So what should you do? Campaigns will learn to optimise better via Google AI and algorithms. As a marketer, the key to effective management is feeding your campaigns with the strongest data available. If you should take anything away, it should be that PPC management is all about researching, budgeting, testing, reporting and repeating what works! Become comfortable with being decisive when eliminating elements of your campaign that produce less or no ROI.
With the right tools and information, you’ll be able to implement pay per click campaigns in no time. For further insights why not check out more Google Ads blogs from our credited PPC experts? Master Google Shopping, learn how to devise a stronger audience segmentation strategy or simply contact us today to see how our proven PPC management can propel your brand to new heights!