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Mistakes to Avoid When Managing Your PPC Campaigns in Perth

January 17, 20243 min read

Pay-per-click (PPC) advertising can be a powerful tool for businesses in Perth looking to drive more traffic and leads online. However, managing PPC campaigns takes skill and experience to maximise results. Avoid these common mistakes when running your PPC campaigns in Perth:

Not Setting a Budget

One of the first steps of any PPC campaign is determining your budget. Without a clear budget in mind, it’s easy to overspend on clicks and drain your advertising dollars quickly. Decide how much you can reasonably afford to spend each month, set limits in your PPC platform, and stick to your budget.

Ignoring Important Keywords

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You need to identify high-value keywords that your target customers are searching for. Analyse keyword data to find terms that are relevant to your business and have healthy search volume. Make sure to include the most important keywords for your industry in your ad copy and landing pages.

Not Monitoring Metrics

PPC campaigns provide a wealth of data to analyse performance. You need to regularly monitor metrics like click-through rate, cost per conversion, bounce rate, and return on ad spend. By tracking key numbers, you can optimise accounts for better results over time. Analyse which ads and keywords are performing and which are wasting money.

Weak Ad Copy

Your ad copy is prime real estate for communicating top benefits and persuading searchers to click. Avoid generic, vague language that will blend in with competitors' ads. Use compelling messages focused on your most important customer benefits. Include strong calls-to-action. Conduct regular A/B testing of your ads.

Landing Page Mismatch

It frustrates and bounces visitors to click an ad for one product or service, only to land on a webpage for something unrelated. Ensure your landing pages match your ad copy's messaging and meet the expectations set. Send users to specific, relevant pages that make taking action easy.

Not Segmenting Campaigns

Most businesses can benefit from dividing their PPC account into ad groups targeting different products, services, keywords, locations, etc. Segmented campaigns have more specific messaging and landing pages. You can also better control targeting and bids for each campaign.

Inflexible Bidding

Set bidding strategies like Target CPA, Target ROAS, and bid adjustments to get the most conversions for your budget. Avoid leaving bids solely at AdWords’ broad estimated range, which is often too high. Manual bid management takes ongoing work but typically improves performance. Make sure campaigns are set to optimise for conversions.

Not Testing Properly

Regular split testing should be part of your PPC management strategy. Try different ad copy, landing pages, call-to-action, images, offers, and more to see what resonates best with your target audience. But only make one change per test, and let tests run long enough to gather sufficient data.

Overlooking Extensions

Extensions like call, location, sitelink, and text can help take up more ad space and drive more clicks. Use all extensions relevant to your PPC goals and industry. For example, advertise your phone number prominently with a call extension. Update text ad extensions with unique descriptions.

Ignoring Quality Score

Google’s quality score metric should be optimised for all campaigns. Low scores caused by poor ad relevance, high bounce rates, slow landing pages etc. will increase your costs. Review quality score data monthly and make improvements to underperforming areas.

Not Using Negative Keywords

Add negative keywords to your account and individual campaigns to avoid wasted spend. Identify terms that trigger irrelevant clicks and do not convert. Common negative keywords include misspellings, general phrases, and competitors’ names. Keep your negative keyword list updated.

Make PPC campaigns in Perth more effective and avoid common mistakes like the ones above. Monitor your account closely, conduct ongoing optimisation, and work with a professional PPC management agency if needed. Avoiding pitfalls will help maximise your ad budget for improved conversions.

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Jarrod Harman

We specialise in helping Impact driven salons, clinics and spas get more bookings for their business and help them scale using the Grow A Salon Signature Growth System to become the number one go to in their area.

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