5 Common PPC Marketing Mistakes That Will Burn Your Budget

In our last article titled PPC Marketing Best Practices to Maximize Your Campaign Performance, we talked about recent PPC Marketing best practices every performance marketer needs to tryout. 

 Many see PPC as an easy task but fail to understand that a simple mistake on PPC strategy will lead to loss of budget. Often times, internet marketers find it difficult to identify mistakes that eat up their campaign budget. So as a PPC marketer, if you fail to avoid the following mistakes in your campaigns, then consider it that you may be wasting your budget without knowing. 

Here is a list of common mistakes many marketers make.

1: Targeting the Wrong Audience

PPC marketing is one of the most effective internet marketing models because of its ability to allow advertisers to show ads to their audiences in specific areas. It helps you to target the right audience at every given time. Targeting the wrong audience with the aim of achieving an estimated outcome is very wrong when it comes to PPC campaigns and online marketing in general.  

Make it a habit, take enough time to plan your PPC campaigns, do your audience research thoroughly before estimating your campaign outcome. By doing so, you won’t be wasting your budget by showing your ads to the wrong audience. 

2: Using Irrelevant Ad-Copy

Another common mistake is creating irrelevant ad-copy. Many marketers do not know the importance of quality ad-copy, so the end up creating ad-copies that are unrelated to their target audience. This could be an image, the headline or text description used in the ad-copy. This mistake will send the wrong audience to your landing page. 

Always make sure you use a good, interesting, relevant, and optimized ad-copy for your campaigns, by doing so, only the right audience will show interest in your ads.

3: Not tracking your Ads

 Not keeping track of your on-going PPC campaigns is a huge mistake every marketer must try to avoid. Many online marketers make this mistake of not keeping tracks and checking their campaigns once their ads are live. Even if your campaign is generating results, always track your campaigns so as to maximize your results. Platforms like Google Analytics, Adobe Analytics or Hotjar Analytics will help you track your customer/audience journey and conversions efficiently. 

4: Using The Homepage as Landing Page

We all know that most website homepages are generic. Yes, it could serve as a landing page in some situations. But in PPC marketing, it is wrong to use it as a landing page especially when you have more than product or services displayed on the homepage. For PPC ads like Google search ads created using specific keywords, it is not a good practice to send visitors from your ads to your homepage.  

 Alternatively, direct them to the actual product/service page they came for. This way the chances of them converting will be high. You can as well add a link back to your homepage, nothing is wrong with that. But it is never a good practice to send visitors to your PPC ads to your homepage. 

5: Setting Campaigns To Run On Autopilot

 If you are lazy or have this mindset of “Set it and overlook it” when it comes to PPC marketing, you should just put a stop to that because you are burning your budget without knowing. It is important you keep an eye on your PPC campaigns not only on search campaigns also on campaigns on other channels. 

For search campaigns, always try to access them each day, check your quality score and remove every keyword that has a quality score below 5. This will improve the performance of your ads and prevent budget wastage. 

Final Thoughts

Managing a PPC campaign is not as easy as many think. It is time-consuming and needs one with appropriate knowledge and understanding of how it works. As a PPC marketer, make it a habit to read up PPC related articles, so you can learn from others to better understand the concept and be able to point out things you’re not doing right.