“To err is human”
PPC marketers are humans, so they tend to make mistakes in the campaigns. However, these mistakes can be discovered and rectified so as to enhance the ROI. As a PPC marketer, you can make some adjustments to the optimization strategy. You can witness significant improvement and high-quality conversions if you change your approach to handle PPC activities.
In general, here are five common mistakes that marketers make in their campaign:
1. Generic remarketing
A general remarketing list that is not segmented on the basis of interests of the visitors is the biggest mistake of the PPC marketers. Rather, you should figure out what your visitors clicked on and offer information that adds to the previous one.
2. Optimizing for hard conversions rather than soft
Most of the PPC marketers make a blunder when they emphasize on hard conversions (sale) even when they have very less traffic in the website for conversions. The marketers should first focus on increasing the traffic, getting leads and then focus on the hard conversion.
3. Ignoring late conversions
The conversions are not instant. Sometimes, it takes more than 2-3 months for the campaigns to receive the intended conversions. However, most of the PPC marketers close the campaign if they witness low CVR for 1-2 months.
4. Not seeing the bigger picture
PPC marketers run the campaigns on various platforms and have different teams to handle varied aspects of the campaign. In this way, the marketers analyze each campaign but often miss analyzing all the channels together. They don’t know where the impression took place and thus they are not aware of the bigger picture.
5. Improper management of exclusion list
The exclusion list is important in PPC marketing as it lets you exclude the converted clients and focus on new conversions. However, most of the marketers are unable to manage as well as implement the list properly and often involve the existing customers in the campaign.