The number of ways you can spend money, and lose it, to get your website and business noticed constitute a vast ocean of possibilities.
However, if you can fish out some of the common errors mentioned below, you'll be able to start steering your ship towards both lower costs and more successful results.
Mistake 1: Click path of ad is incorrect
“When someone clicks on your ad, they want to be sent to the page on your site that deals specifically with the product or service for which they were searching,” says marketing analyst Jon Davis on the Capture Commerce website. “Make sure that you know and test where each ad goes to on your website and make sure that it is a one step path from ad to delivering what you promised,” advises digital marketer Glenn Pasch in his blog.
Mistake 2: Confusing landing pages
“Having a clean, clear page that is uncluttered and focused will result in much more engagement for your campaign,” says Pasch. “I would recommend it be very simple and clean in design, perhaps a video on the page describing the offer.” “A visitor wants to find what they were looking for quickly,” digital marketing expert Oz Ahmad writes on the Entrepreneur website. “If they don't, they will leave your site, meaning you've wasted another click – and wasted money.”
Mistake 3: Bidding too high
“A lot of marketers strive for the number one position in the hope of receiving more clicks,” UK-based digital marketing executive Claire Richardson says in a blog on the Silverdisc website. “Whilst you may see a more clicks, there is little point paying £4.50 for your ad to appear in the top spot if your product itself only costs £4.50. Chances are if you are maxing out your daily paid search budget on a consistent basis, then you are bidding too high for many of your keywords,” says Davis.
Mistake 4: Missing call to action
“Including a call to action in your ads is crucial: it will help increase your clickthrough rate,” paid search consultant Hayley Coutinho writes on the Wordtracker website. “Using an appropriate phrase could mean the difference between a user browsing through your products – and actually buying something.” “Test different calls to actions to determine which messages generate the most results,” says Oz Ahmad. “Keep in mind, Google does have restrictions on some call to actions. That said, 'download now', 'buy now' and 'start today' should be fair game.”
Mistake 5: Lack of testing
“I always recommend having at least three variations of your advert running,” Coutinho says. “Test new ads every month so that you're continually trying to improve your CTR.” “The elements you could be testing include your descriptions, display URLs, and calls to action. You should also test new messaging such as benefits, promotions, and prices.”