Nibletz Staff
Most startup businesses will set up a website showcasing their products and services. Quite a few will also invest in PPC marketing for their site. Doing so means they can drive targeted traffic to their site from search engines like Google.
We all know the benefits of PPC marketing. For one, it’s cheaper than advertising in a newspaper or magazine. And, two, people are more likely to look at digital ads than paper-based ones! If done right, PPC marketing can pay dividends.
The trouble is; some startups don’t’ have a clue about effective PPC marketing. As a result, they end up spending money on campaigns that seldom deliver results. Here is where some of those startups are going wrong:
Poor data analysis
The thing about PPC marketing is that you have to try various ad combinations at first. You can then determine which ones offer the highest success rates.
One area where startups go wrong in their campaigns is by not doing enough data analysis. To put it another way, they aren’t checking which ad groups perfect the best. Nor are they researching why they are performing so well.
Poor ad copy
When you set up a new PPC ad, you will usually have to come up with some relevant copy. Part of your “bid” gets determined on how relevant your copy is to your landing page.
For example, let’s say you write an ad talking about giraffes when you sell lawn mowers. The relevancy score will be a big fat zero for obvious reasons. But, if you talk about a product or service related to lawn mowers, you’ll have a good score.
The text content you write for your PPC ads has a big effect on your campaign’s success. If you’re not good at formulating ad copy, talk to Opus Media. They can help put your PPC ad campaigns back on track.
Not using the right advertising mediums
These days services like Google AdWords let you choose from a raft of mediums. No, I’m not talking about psychic people. What I am talking about is where your ads get displayed. Naturally you can select ads to show up in search engine results pages.
But, you can also select other options too, such as:
- Mobile SERPS;
- Ad display networks on third-party sites;
- Mobile app ads.
If you aren’t using the right advertising mediums, your success will get limited.
Bidding on the wrong keywords
Here’s the major mistake that many startups mistake! Keyword research is as crucial to PPC campaigns as oxygen is to life on Earth. If you don’t bid on the right keywords, you may as well just throw money out your window.
There are a plethora of keyword research tools that you can use online. Google AdWords, for example, has one built into its interface.
You obviously want to target a specific demographic with your ads. But, your mission is to find the keywords and phrases they use to search for things that you sell.
