Top 5 PPC Mistakes that May Be Costing You Money

Sarvesh Bagla

Conversion Tracking- Most often, the data collated through conversion is misleading because it may actually be putting forth an enhanced number of conversions. Some which may not even have happened. While the Tag Assistant on chrome is a helpful little tip to keep track of the conversions, it is quite effective to have an integrated CRM which looks into lead generation. This efficiently allows you to keep a tab on conversion, where it has actually generated some leads and allows for accurate analysis of return on investment (ROI).

Re-marketing– Sometimes an organization fails at the process of re-marketing or the strategy used to regain a potentially lost customer’s business. Now, it is quite possible that a company has a poorly set up tracking system which not only allows inaccurate data but also loosely collected information. In such cases, it becomes quite impossible to understand the number of customers who return or are converted into customers.

It is also necessary to understand if converted customers are being excluded from targeted ads and that the ads are being targeted at different sections of your audience list. Maintenance of these lists can be made by looking into each account on the shared drive of Google Adwords.

It is also necessary to make sure that the image and text data is optimized for all the mobile and desktop formats supported by AdWords. Make sure your lists are checked regularly both in terms of customers as well as in terms of image as well as text sizing.

By making sure that both your ad copies are more targeted and that these do not use more than 10 general keywords, you can reduce the cost of each click on the customer’s end. This will also ensure that the ad copies are not just general.

Optimization of the PPC account- While most businesses understand PPC to be a one-time investment, smart companies understand the need to optimize the organization’s accounts every month. PPC is often considered an additional task and may be supervised by the web development team.

Optimization is the key to reducing loss of money and other resources.

Check your account on AdWords to verify if your ad copy leads to a landing page as per the search requirement or simply goes to your website URL. In case they revert to the website, build variations of the landing page which will later prove useful in conversion of the customer.

Resolve these five PPC mistakes as soon as you find that your organization are making them. It will not only help increase ROI but also reduce the unnecessary outflow of cash.

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