Most of the common mistakes in PPC campaigns can be fixed easily. If you take some time to focus on things and put more effort in, you can actually adjust the optimization strategy to aim for ROI instead of targeting CPA. This way, you’ll get even better results and change your approach to your PPC activities in general, and get quality conversions by improving your funnel.
Let’s keep this all aside for some time and get to work for now. Here are the top 5 mistakes you might make in your campaigns in the future, and how to fix them in a way that will be beneficial for you.
1. When the remarketing is way too basic
Remarketing lists can be too basic at times, and not even fully segmented. This counts as a common PPC mistake. For instance, trying to remarket a brand advertisement for all the people who came to your site during the last 20 days can be too wide to actually affect your CVR on a significant level.
When users read a certain article on your website, you may want to focus on giving the readers some extra value from the retargeting campaign. For example, you have a catering business that gives services to private functions and some corporate events. Users that visit your site and spend up to 25 seconds on reading your article “Ways you can Plan a Fantastic Corporate Event”, are likely to avail of your services. This leads us to a conclusion that you don’t really need to retarget them with a basic advertisement, just try showing them an ad that is relatable.
The solution: You don’t really need to get over-tempted by scale. Try dividing all your audience lists into 3-4 segments approximately. After that, work on trying to tailor the value proposition especially for every segment.
2. When you are focusing on hard conversions instead of soft conversions
When it comes to the most difficult challenges for PPC marketers, optimizing for actions on the funnel’s (sale’s) bottom even though the campaign lacks budget or traffic to turn into sale conversions.
The easiest solution to this might be optimizing for the sake of soft conversions or actions in between the funnel or either on the top. After that, you may be able to collect enough information to make behavioral predictions. It’s going to help you have a strategy made mainly on who will go further down the funnel or not.
Take this, for example, your goal might be to create enough leads just for a discovery call with your sales expert. Now, your conversion goal may be challenging enough to make you think about scaling your “bottom of funnel” conversion.
Now, here’s what to do. You can actually optimize the landing page of your site to certain events. Taking this situation into account, you need to optimize it for visitors that take high engagement actions on your page (such as, watching a video, longer visit time, etc). With the “softer” conversion, you’ll be giving a lot more space for the platform’s algorithms to actually work, so that you’re more likely to turn high-intent visitors into dream clients straight down your funnel.
The solution: Start optimizing campaigns of your business through tracking events of the soft conversions. After that, you’ll be able to utilize behavioral data to reach more conversions.
3. When you’re forgetting how valuable late conversions can be
Some PPC marketers get really frustrated when they run a campaign and after two weeks, they see little to no results. They start getting fed up with the fact that their CVR is extremely low. After such a small amount of time, they officially call it a “fail” or close it. Well, the truth is that, not all the conversions you’ll be getting will be instant.
Imagine that you are running your campaign for an auto insurance renewal and you advertise a coupon which can give the customer a $50 discount. The user might install the coupon, however, they’ll prefer to try redeeming it under 2 month’s time period – when their auto insurance is actually over.
This proves that the actual conversion was too late, as it happened 2 months later when the campaign was launched.
It depends on the kind of conversion goal you have in your mind. What’s your target? Now, based on your conversion goal, the whole process of converting customers and engaging them may be slow-going.
If your focus is on instant value, ignoring late conversions and aiming to close campaigns even before they start working, then this is where you are definitely making a PPC mistake.
The solution: Don’t forget how valuable late conversions can be. Regularly test the behavioral data with larger conversion windows. Not only that, you can try testing various attribution models as well. For instance, switch the GA from last-click to even first-click measurements.
4. When you aren’t focusing on thinking big
Odds are, you know that as a PPC expert, you have to run campaigns on various platforms. You might even have teams working on SEM and social media marketing, or maybe you are working along with agencies that handle various aspects of all your PPC stats.
It’s really good if you are trying to analyze every campaign you launch, on every platform, on a separate level. There is actually not a single tracker which can cover all the channels just so you wouldn’t realize when each impression takes place. Every platform you launch your campaigns on is an insulated ecosystem on its own which doesn’t necessarily mean that you should avoid thinking more about how exactly the PPC campaign you just launched has an impact on your other campaigns.
For instance, you just ran a campaign on Instagram, and it turns out that your CTR is very low. But, don’t ignore the fact that it might have an effect on your brand campaign that you just ran on the search engines of Google. Mayhaps, the customer may not feel compelled enough to open your Instagram link. However, as time passes, they may click on the Google search ad campaign of your brand due to the continuous exposure to the Instagram posts.
The solution: Try not to underestimate the power of your cross-channel effects on your customers. Keep on optimizing your campaigns separately, while making sure that you’re thinking about the bigger picture. For example, start monitoring your video impressions on a better level. Also, notice how your video impressions are affecting the other campaigns. To increase the impact of your cross-channel campaigns, start native advertising. When it comes to the whole PPC picture, native advertising will help you gain ROI and help in the long run.
5. When you aren’t fully organizing your exclusion lists
Come on, almost every professional PPC marketer knows the fact that exclusion lists shouldn’t be taken too easily; they’re important.
The goal of an exclusion list is to put concentration into newer acquisitions, instead of focusing on the clients you have already. Nowadays, one of the most difficult challenges for PPC marketers include going for an effective exclusion strategy rather than staying with cookies-based exclusions.
What happens at the B2B world is that PPC marketers have to exclude a potential client’s employees from the retargeting list; once the sales department closes a successful deal with that same client.
When it comes to LinkedIn, it is quite easy to exclude the employees from within a certain company through LinkedIn’s targeting or either uploading the ABM exclusion lists there.
This is not that easy at other different platforms. However, there are so many ways to actually do it. For instance, try making an IP-based exclusion list and then upload it straight to the Google search campaign ad. It will help you exclude specific employees working at your client’s company. Since the company is already your client, you may want to get that done.
The solution: Due to technology advancements, every company aims to gather user data as much as possible. Try leveraging your user data through cookies-based exclusions as well as data-based exclusion. It’s going to turn out as a really effective strategy.
Well, PPC is continuously changing and growing, as new tools keep coming and get more attention. It’s the same with the trends, and if you think of yourself as a real PPC machine, the PPC world is still quite competing.