PPC Campaign: How to Avoid Wrong Audiences
Over the years, Pay-Per-Click (PPC) Marketing has proven to be one of the most effective and fastest ways to reach your target market, generate customers for your brand and grow your business. It has been also one of the fastest ways to have a high return on investment. PPC can get your business in front of a specific target audience thus making it integral to make your business into a success.
However, as more and more brands leverage this method to boost their online presence and eventually convert each click into sales, there has been a lot of mistakes done along the way that makes PPC ineffective and leads to targeting the wrong audience. While some marketers view PPC as an easy task, many fail to avoid doing said mistakes that lead to not making the most out of their budget.
So, here are some of the major PPC mistakes you should avoid targeting the wrong audience.
1. Failing to Know your Target Market
Your target market is the most important factor in doing your PPC campaign and if you fail to identify your target market, you will end up reaching out to the wrong audience. Though it will still be shown to people which you can still consider an “audience”, these people will show less interest than your target audience.
In showcasing any of your ad campaigns, either it is PPC or other marketing methods, it is essential to figure out your target audience. It is important however to note that you also must avoid streaming too thinly to a niche market as your campaign will not get traction or getting too broad with your desired market will not give you the traffic you want.
Create your buyer’s persona. Doing this will let you know your potential more and can hone your marketing strategy better.
2. Having No End Goal
Launching your PPC campaign without a definite strategic plan and a clear understanding of your objective, will not make it a success. Your goal should be the starting point of your strategy.
Failing to set a clear plan and failing to identify your goal will cost you more than you should do, will not be able to reach your target audience and will not give you optimum results as this is a crucial step for your campaign. If your audience is not defined, you will not know to whom your offers are geared toward and may be sent towards a wrong crowd.
In order for your PPC strategy to be effective and to avoid hitting the wrong crowd, you need to clearly define your goals and objective that you need to accomplish. This will be your guide to implementing your campaign and making sure that you will get an optimum result.
3. Not Tracking your Campaign
If you are not tracking your PPC campaign, how will you know if it is effective? How will you know you know if your end goal is being achieved? How will you know if you are targeting the right or wrong audience?
It is important to track and know your PPC campaign performance to let you know if you are on the right track and help you understand your strengths and weakness in doing the campaign that will help you know where to do some improvements. It will give you feedback on whether your goals are being met and if you are targeting the correct consumers.
Your PPC campaign will not get an optimum result if you will not keep track and check your campaign after they were launched and already live online. Tools like Google Analytics will help you track your campaign journey which you can interpret to make your strategy a success. It will also be an aid to let you know if you have been stuck on the same promotion for too long already and it is not already effective in keeping your audience interested by giving you a diminishing result.
4. Irrelevant Copy and Emotionless Content
Another mistake that marketers and business owners keep on repeating when doing any campaign is producing ad-copies that are irrelevant and unrelated to their target audience.
If you are just starting and new to online marketing, creating ad copies can be hard for you. Even if you have an experience already, it may still be a bit tricky. Research on how an ad can make you click and you can apply it to your target consumers. Creating confusing copy and emotionless content can land you to the wrong audience.
Strive to write better ad copies to avoid a lower quality score of your campaign. Study other ad copies and the images that they have used.
5. Not Testing Conversion and Not Doing Split Tests
Split testing is creating small variations of a single ad. By doing this method, you will be able to know which of your ad works best for your PPC campaign and which does not. This strategy can also help your conversion rates and validate which of your particular campaign is working and effective in targeting your desired audience.
Doing a split test can help you find a winner ad which you can keep and an underperforming ad which you can improve.
Technology gave marketers and business owners like you a lot of options to promote your product and grow your brand. One of the most effective especially when done right, is the PPC campaign.
However, this type of marketing method may seem to be easy but it is actually harder than it is really is. It requires time, knowledge and understanding of its strategies and how to implement it to make it work. It is important as well to be aware of the major mistakes you can make and how it can be avoided when you launch your campaign. Committing such mistakes can lead to loss of money, poor conversion and targeting to the wrong audience. Knowing of such possibilities can ensure that your ads will reach your desired audience, can encourage them to make the necessary action – which is to click your ads and help translate each click into sales.
John Ocampos is an Opera Singer by profession and a member of the Philippine Tenors. Ever since, Digital Marketing has always been his forte. He is the Founder of SEO-Guru, and the Managing Director of Tech Hacker. John is also the Strategic SEO and Influencer Marketing Manager of Softvire Australia – the leading software eCommerce company in Australia and Softvire New Zealand.