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5 Common PPC Mistakes Almost Every Business Makes

Marianna Muscat - Wednesday, September 2, 2020
PPC

Pay-per-click (PPC) advertising can be a potent digital marketing tool as long as you use it with clarity, intent, and to its fullest potential. However, this can be challenging at times because it is not an exact science. It can take a bit of trial and error to achieve a good return on investment. With some research and tinkering, you can reap excellent rewards – up to $2 in revenue for every $1 spent, according to Google. To fast-track this success, it is best to avoid these five common PPC mistakes.

1. Not paying attention to data

Before making any hard and fast decisions about how your campaign is doing, and which ads and keywords to target, carefully analyze all the available data. You may find that you are doing well overall, with plenty of clicks and conversions, and so you might decide to keep your current spread of ads as it is. However, parts of your campaign may be working well, while others are not working at all. One or two of your ads may be carrying your entire campaign. Analyzing the data allows you to shift your strategy and spending to maximize your results.

2. Not using negative keywords

Many marketers either forget, neglect, or choose to ignore negative keywords. This can be a big mistake. While it may seem counterintuitive to target keywords that are meant to keep people away from your website, it is actually one of the best ways to establish your niche and make sure that you attract only visitors who are most likely to become paying clients. You would be doing both yourself and internet users a favor by establishing these limits at the very beginning. Yes, negative keywords will lead to less traffic, but they will eliminate only the non-converting visitors and ensure that you get the right traffic.

3. Not using ad extensions

Ad extensions can increase your click-through-rate by 10-20% – and they don’t cost any extra – yet many people forget to include them in their campaigns. As extensions can increase your ad’s reach, they can provide better value for money, and they offer more ways to reach you while increasing your online visibility. They may include contact details, site links, invitations to download an app (if you have one) or testimonials from your customers, among other things. Be sure to include as many of them as you can.

4. Forgetting to bid on your own brand keywords

You should always run at least one campaign that is dedicated to your own brand keywords. The main advantages of doing so are that brand keywords are generally much cheaper, yield higher search scores and convert much better than generic keywords. By neglecting to set up brand keyword PPC campaigns, you miss out on opportunities to capture your market.

5. Targeting the wrong keywords 

Sub-optimum keyword selection is a mistake that many companies make in their search engine optimization (SEO) efforts. It can be particularly costly when it comes to PPC, as choosing the wrong keywords can result in either no hits at all or hits that don’t convert to sales, but which you still have to pay for. One of the best ways to target your PPC ads is with long-tail keywords. The main characteristic that distinguishes long-tail keywords from short-tail ones is that they usually consist of two or more words that resemble detailed queries. In contrast, short-tail keywords generally consist of single words or phrases without context. Using long-tail keywords will narrow your traffic considerably and help ensure that your PPC costs are worthwhile.

For an effective, error-free PPC campaign that gives you the highest possible ROI, it’s best to engage the services of a professional search engine optimization company. WSI New Media Marketing in Greensboro, a proud member of the global WSI family, is a digital marketing company with considerable experience and success in strategies such as SEO marketing, PPC, content marketing and more. Contact us for more information.

USA Vein Clinics selects WSI for SEO/PPC

Ken Bowden - Friday, August 18, 2017

USA-Vein-ClinicsWSI Digital Marketing has recently launched new localized SEO and paid search engine marketing efforts for USA Vein Clinics, a nationwide network of state of the art facilities dedicated to the treatment of venous insufficiency. In each vein center, cardiovascular doctors specialize exclusively in problems with circulation and provide comprehensive evaluation and treatment plans utilizing the most modern equipment and an individual approach to each client. WSI is tasked with SEO for local clinic location as well as paid search in 4 major markets.

The most common offering is for varicose vein treatment, which can end the pain of varicose veins and reduce the risks of having them. Most insurance carriers cover the procedures, which are done by cardiovascular specialists and usually take under an hour with minimal recovery times. They treat all types of venous insufficiencies and offer EVLT treatment, sclerotherapy treatment, micro-phlebectomy treatment, as well as treatment for varicose veins, spider veins, and reticular veins. Symptoms are not always visible. Instead, people may suffer from tiredness, heaviness, swelling, aching pains, burning, itching, cramps, restless leg syndrome, and even non-healing ulcers. While some people develop varicose veins, the others have so-called “spider” veins, yet other ones have swollen legs as a single sign of vein disease. Eventually and regardless of the type of venous disorder, the condition can lead to serious complications, including trophic ulcers, bleeding, infection and even blood clot formation.

Some of the local clinic locations are:                                       

Varicose Vein Treatment in Chicago, Illinois
Varicose Vein Treatment in Seattle, Washington
Varicose Vein Treatment in Boston, Massachusetts
Varicose Vein Treatment in Los Angeles, California

USA Vein clinics can be found at www.usaveinclinics.com for more information.

WSI Digital Marketing is the largest organization of digital marketing consultants in the world, with offices in over 80 countries.

This post originally appeared here: http://www.onlinewsimarketing.com/usa-vein-clinics-selects-wsi-seoppc/

3 Fundamentals of Paid Search Marketing

Ken Bowden - Friday, March 3, 2017

Paid-search-fundamentals

Paid search marketing is a cost-effective and scalable form of online marketing that connects your ads with searchers who are actively seeking the solution you provide. The most popular and well-known are pay-per-click, or PPC, campaigns, where you bid for ad placement and then pay a search engine like Google a small fee for each resulting click. While that may sound like you’ll be spending a lot of money, a well-designed campaign results in just the opposite. How? By creating ads that are so specifically designed that they reach only those potential customers who are searching for precisely the product or service you offer.

Paid Search Marketing Fundamentals

Online banner ads, together with traditional advertising like TV, print, and radio, are impression based, but PPC ads are performance based. In a perfect marketing world, all three work together to bring you the desired traffic you’re looking for. These ads all drive awareness, information, and sales leads, but PPC offers the closest point of sale. Paid search marketing can be a boon to your traffic and bottom line, but keep these three fundamentals in mind as you decide whether now’s the time to invest.

  1. Keywords Matter. In paid search marketing, everything starts with keywords, and figuring out the right keywords to bid on will have an impact on how much you end up spending. When people use Google or another search engine, they type specific words or phrases into the search box to find what they’re looking for. The results, whether they’re paid ads or not, appear because they’ve been determined to be relevant to those words. If you want your ad to show up on the page, you need to bid on those keywords. There are many ways to find your optimum keywords, with keyword research tools and analytical data being the most helpful.
  2. Relevant Ads Get Results. Bidding on the right keywords is just part of the PPC battle. You also need to create eye-catching ad content that is highly relevant to a potential lead’s search query. To score those clicks, you want ads that directly address the searcher’s problem and that lead him or her to the appropriate landing page on your site that offers the solution they need.  If you haven’t already, you’ll also want to learn more about Google’s expanded text ads.  ETAs now provide text ads now that are 2x bigger than previous text ads.
  3. Reporting and Analytics Increase Your ROI. If you want the best results from your PPC campaigns, you must know what is and isn’t working. The goal is to figure out how to tweak your campaigns so that over time they become better at attracting your desired audience. Tracking data such as search queries, landing pages, location, and engagement tells you which ads and pages are working. Examining social shares helps you see which content resonates enough with users that they’re compelled to share it with others. Ad networks provide reports on views, click-throughs, and conversions. Once you have data in hand, you can make improvements that bolster ad performance and save you money.

Hubspot, has a great beginner’s guide that covers everything you need to know about paid search. Paid search marketing can be one of the most revenue-generating pieces of your marketing strategy. Just remember that it’s not about simply handing over money to Google to drive clicks to your website. Before making the investment, take the time to understand the type of consumer you’re trying to attract and how much you should pay for each click to draw them in. Take time also to make your content relevant and rich and make it easy for visitors to convert with few barriers and a great call to action.  Then be sure to pay careful attention to analytics – both bounces and conversions – to make any other changes that might be needed.

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