Pay-per-click (PPC) marketing consistently ranks as one of the most cost-effective forms of online advertising. Whether you’re promoting a product, service or business, you can use PPC to drive conversions However, you'll want to avoid making the following mistakes.

What is PPC Marketing?

PPC marketing is a form of online advertising in which the advertiser is charged for each click on his or her ad. Advertisers “bid” on keywords with the highest bidder receiving the top ad rank. When someone searches for one of the advertiser’s keywords, they’ll see the advertiser’s ad. And if they click the ad, the advertiser Is charged (hence the name: pay per click). Google AdWords and Bing Ads are two of the most popular PP platforms. Using these platforms, you can display your ads to Google and Bing users respectively. However, Facebook also offers a PPC advertising service, known as Facebook Ads.

Not Split Testing

As split testing is critical to optimizing your PPC campaigns for a higher return on investment (RoI). Even if your current ad is generating a profit, there’s probably room for improvement. By split testing two or more alternate versions of your ad, you can weed out the under performing ADs, replacing them with more effective ads.

According to Google, using multiple ads can yield 5 percent more impressions for your ad groups. The real benefit of split testing, however, is that it allows you fine tune your ads for higher ROI. When running two or more ads simultaneously, you can delete the under-performing ads and replace them vvith new ads. Some of the different elements of your PPC ads that you can split test include:

  • Ad copy
  • Headline
  • URL
  • Landing page

Engaging in Bidding Wars

Another common PPC mistake advertisers make is getting into bidding wars. As with most auction platforms, a bidding war occurs when two or more individuals increase their bids in hopes of muscling out the competition. When this occurs, both advertisers continue to raise their bids, inflating keyword prices and lowering their ROI. Don’t let your emotions control your actions. Here's a great post why people buy. Do definitely take time to read it. Raising your bids for the sole purpose of surpassing your competitors is a lose-lose situation for everyone. You may end up spending more in PPC costs than the revenue it generates. Instead, decide whether to raise or lower your bids by analyzing your campaign’s data.

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