PPC Pitfalls to Avoid as a Small Business Owner
By Ronald Dod
Online advertising has given businesses of all sizes a chance to compete in the market. Before this tech time, only businesses with big budgets were able to advertise. Small businesses can now promote their products or services with just a small budget, and they are able to increase it as they grow and see results.
In addition, online advertising has provided a clearer attribution platform. We can know if our PPC or display ads are working based on conversion data. We can also know how many people see our ads with impressions and even know how many of those people clicked (click-through rate or CTR).
Unfortunately, all these advancements have also brought their pitfalls. Many businesses, especially small ones, have not been able to catch up with the change. They often lack the resources to do it in-house, they don’t have the budget to hire a PPC management company, or, most concerning, they are disappointed with the results. Frustrated owners may think PPC is not ideal for their business because they tried a couple of techniques and failed.
If you identify with this frustration and don’t know where to start, you’re in luck, today! Learn from the mistakes below to improve your PPC campaigns.
PPC Pitfalls to Avoid
Poor Keyword Selection
A keyword is a word or a phrase used by people searching online for information. Search engines like Google or Bing have smart algorithms that are constantly learning from these searches to improve their results and deliver the most relevant information to the user — this includes organic and paid results. So, if I use a key phrase like “black dress,” I get the following results:
The Shopping and Search ads are PPC ads that were retrieved by the keyword used. The organic listings are content Google found relevant for my search. In either case, it is important to note that Google considered my intent to retrieve relevant results.
Considering keyword intent and selecting the right keywords are vital to having successful campaigns; however, it is also one of the biggest pitfalls for small owners. You want to select keywords that are relevant to your business and adjust your bids according to levels of intent.
For example, if you sell black dresses, you may want to bid higher for “buy black dresses,” rather than simply “black dresses” since someone who uses the word “buy” would have a higher intent to make a purchase.
Besides intent, you also want to pre-qualify your keywords by evaluating search volume and competition. Select keywords that have high search volume and low competition by using tools such as the Google Keyword Planner. It will help you see what keywords people are using for related searches, volume of searches per month, suggested bids and competition.
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