Pay-Per-Click or PPC Advertising is one of the most efficient methods of Digital Marketing, which greatly helps brands in gaining traffic as well as a strong presence online. PPC, as opposed to SEO, focuses on achieving search engine rankings by incurring costs rather than on an organic basis.
However, PPC can prove to be costly as well which means if your PPC campaign is not effective, then your money is going down the drain. Since we are receiving new updates every other day, there are some tactics in PPC which might be counted as mistakes in 2020.
Here we have jotted down for you, the 5 mistakes that you should avoid in 2020 to ensure that your PPC campaign is effective, and generates the ROI you are aiming for.
- Not Understanding PPC In-Depth
PPC is that digital marketing strategy where a certain amount of money is charged every time the web ad is clicked by any user. The amount charged depends on the Cost-Per-Click (CPC) where every keyword is worth an amount. As the clicks increase, so does the amount you will be charged.
PPC also involves Quality Score (rating on the quality of your ad), which depends on your Click-Through-Rate (CTR) as well. The CTR defines the rate of clicks you achieve.
Understanding of all such terms and their importance is crucial to run an effective PPC campaign.
- Losing Focus on the Campaign
A grave mistake that many digital marketers make is that they don’t remain active while their campaign is running. Instead, they should be vigilant and spend at least 20 minutes optimizing their Google Ads account every day.
This is because algorithm updates or some other factors may cause your strategy and your ad to fail, hence putting you under loss as well.
- Not Taking Click Fraud Seriously
Many companies are still oblivious to Click Fraud which causes many campaigns to fail and businesses to lose huge amounts of money. As such, you as the marketer should make use of some third-party tools to track the clicks you are getting on your respective keywords.
You should check where the fraudulent traffic is coming from so that you can accordingly take measures to combat the Click Fraud altogether.
- Advertising Only on a Single Device
In this era where mobile users possess a larger share as compared to desktop users, you should be focusing on optimizing for both devices. If your site is mobile responsive, but not engaging on the desktop version, then you might be in for losses.
Instead, try to experiment with different CTA to reach a wider audience.
- Not Utilizing Your Brand Name As A Keyword
A common misconception is that using the keyword as a brand name is not necessary. In fact, you may have to spend less and you can still compete with other competitors of your domain. Best of all; you can present your brand accurately!