Most common PPC campaign mistakes can be easily rectified. With extra awareness, time and effort, you can adjust your optimization strategy to focus on ROI instead of CPA and get better results. With some changes to the way you approach your PPC activities as a whole, you can fine-tune your funnel and get higher-quality conversions.
As PPC marketers we are only human, after all, but by avoiding some common campaign mistakes, you can become a number-crunching PPC machine J
When your remarketing is too general
Remarketing lists that are too general and not properly segmented is a common PPC mishap. For example, remarketing a brand ad to all users who visited your website in the last 20 days is way too broad to have a meaningful impact on your CVR.
If visitors have read a specific article on your site, focus on giving those readers added value in your retargeting campaign. Say you’re an events business, providing services for corporate events and private functions. Visitors to the website who spent more than 20 seconds on the blog page, “How to Plan a Corporate Event,” are clearly interested in your corporate services. So rather than retargeting them with a general ad, show them an ad specific to business events.
The big fix: Don’t be overly tempted by scale. Organize your audience lists into at least three or four segments. Then work on tailoring your value proposition specifically for each segment
When you're overlooking late conversions
You ran a campaign for two weeks, and the CVR was very low. So you close the campaign and assign it to the “FAIL” bin. However, not every conversion is instant.
Say you’re running a campaign for car insurance renewal: “Click to download a £50 discount coupon.” A customer may download the coupon but only redeem it in two months’ time, when their insurance is up. The final conversion was late — two months after the campaign ran.
Depending on the type of conversion you’re aiming for, the process of engaging and converting users can be slow going. If you’re focusing on immediate value, not taking late conversions into account and closing campaigns prematurely, then you’re making a common PPC mistake.
The big fix: Remember the value of late conversions. Test your data with a bigger conversion window. You can even test different attribution models, such as switching your GA from last-click to first-click measurement.
When you're not seeing the bigger picture!
As a PPC marketer, you’re running campaigns on a range of platforms. You may have separate teams focusing on social and SEM, or perhaps you’re working with agencies handling different aspects of your PPC activity.
Either way, there’s a good chance that you’re analysing each campaign, and each platform, separately. There’s no single tracker that covers all channels, so you can’t know where every impression view happens. Each PPC platform is its own insulated ecosystem. But that doesn’t mean you shouldn’t be looking at the bigger picture of how your PPC campaigns affect one another.
For example, you’re running an Instagram campaign, and the CTR is low. However, don’t discount the impact that it may be having on the brand campaign you’re running on Google. Perhaps the user didn’t click on the Instagram link. But the exposure to your Instagram posts over the past few days may have been the catalyst for their click on your Google search ad.
Another example is auto-run videos. A user may view a few seconds of video, without converting, but the video can still have a strong impact in terms of brand awareness. Video impressions are much more powerful than banner ad impressions. As PPC becomes more video-oriented, measuring the true value of impressions is becoming even more difficult.
The big fix: Don’t underestimate the cross-channel effect of your campaigns. Optimize your campaigns separately, but make sure to look at the bigger picture.