3 Pay per click (PPC) mistakes you are probably making in your campaigns

Most common pay per click mistakes can be simply rectified. With additional awareness, effort and time, you can manage your optimization strategy to focus on Return on invest (ROI) rather than CPA and get better results.


Here are the top three mistakes you are probably making in your campaigns:

  1. When you are optimizing for hard conversion rather than soft ones

One of the greatest difficulties looked by PPC marketers is attempting to optimize for an action at the bottom of the funnel (i.e., sales) when the campaigns don’t have the budget or traffic to make enough conversions.

The route around this is to optimize for soft conversions, or for activities at the middle or top of the funnel. At that point, you can gather enough information to create behavioural predictions and make a strategy on who is more likely to move farther down the funnel.

The fix: Optimize your campaign by tracking events for soft conversions. At that point, you can utilize the behavioural data to drive hard conversions.

  1. When your remarketing is too general

Remarketing lists that are excessively general and not properly segmented is a typical PPC mishap. For instance, remarketing a brand advertisement for all users who visited your site in the last 20 days is way too broad to have a meaningful impact on your CVR.

On the off chance that visitors have read a particular article on your website, focus around giving those visitors added value in your retargeting campaign. Let’s assume you’re a catering business, giving services for private functions and corporate events. Readers of the website who spent over 20 seconds on the blog page, “How to Plan a Corporate Event,” are obviously interested in your corporate services. So as opposed to retargeting them with a general ad, show them an advertisement specific to business events.

The fix: Don’t be excessively tempted by scale. Arrange your audience lists into something like three or four segments. Then work on tailoring your value proposition particularly for each segment.

  1. When you are overlooking the value of late conversions

You ran a campaign for fourteen days, and the CVR was low. So you close the campaign and assign it to the “FAIL” bin. However, not all the conversions are instant.

Let’s assume you’re running a campaign for auto insurance renewal: “Click here to download a $50 discount coupon.” A user may download the coupon yet just redeem it in two months when their insurance is up. The last conversion was late — two months after the campaign ran.

Depending upon the kind of conversion you’re going for, the way toward connecting with and converting users can be slow going. In case you’re concentrating on immediate value, not considering a late conversion into account and shutting campaigns prematurely, at that point you’re committing a common PPC mistake.

The fix: Test your information with a greater conversion window. Remember the value of the late conversion.  You can even test distinctive attribution models, for example, changing your GA from last-click to the first-click measurement.

Yash Mandlesha

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