Eight PPC Marketing Mistakes to Avoid

Pay-Per-Click (PPC)
Is a business model whereby a company that has placed an advertisement on a website pays a sum of money to the host website when a user clicks on to the advertisement.

This form of marketing is one of the best digital marketing tools every business owner should have in their marketing arsenal, according to Jomer Gregorio, author of "Top 8 PPC Marketing Mistakes to Avoid (Infographic)". Natural search traffic through SEO still tops the traffic generation pack, PPC generates as much as 64.6% clicks, making it the second most effective lead generation tool. 72% of marketers increased their PPC budgets last year, with small business owners averaging at least $1200 spent on PPC campaigns. As a fault, many businesses poorly manage their PPC campaigns resulting in negative results. Mr. Gregorio and his team came up with an overview of the top eight PPC marketing mistakes so that business owners/marketers won't commit those same mistakes:

1. Too Broad Keyword Targeting - make sure keywords are precise and properly focused
2. Not Using Specific Campaign Type - one of the most effective display advertising channels online is from the Google Display Network (chance to reach out to as much as 92% of all online traffic in America)
3. Running Untested ADs - use things such as A/B, multivariate, and other test methods to confirm the efficacy of a certain campaign
4. Using Poorly Created Landing Pages - generate leads (gives digital marketers up to 54% more leads)
5. Using Poor Call-To-Action Terms - make sure and have effective CTA
6. Putting Too Much Focus on the Number One Position - Focus on conversion rate
7. Targeting the Wrong Audience - Decide on demographics such as age and location
8. Overlooking the Power of Remarketing - Understand the power of remarketing

Marketing has so many detailed parts that businesses must be aware of in order to ensure they are optimizing their online presence. Pay-Per-Click (PPC) seems like a wonderful investment, even for small business owners looking to grow their online marketing tactics. Jomer Gregorio was correct in laying out some of the top mistakes that a lot of PPC marketers make because a lot of those aspects are easy to overlook. Business owners could think that "my business and what we offer is unlike many other companies, I don't need to worry about broad keywords" when in reality, those are the exact businesses struggling with the number one issue Jomer spoke of. 

This organization is a great example of how to use PPC marketing. Olay is a cosmetics company that uses symbols (Ex. Trademark symbol) and offers (Ex. "Get a Free Skin Consultation"). When googling "Olay," you can see that they have taken the time to eliminate mistakes, such as the examples Gregorio reviewed in his post.