PPC campaigns involve the payment of commission fees to affiliate sites, host websites, and ad content creators for every click of an advertiser link. Pay-per-click marketing and advertising campaigns have the potential to be extremely effective tools for meeting strategic sales goals. When managed correctly, they can bring in large quantities of target audience members at a very low cost to a website. This kind of campaign is entirely reliant upon good research and great management. PPC can be extremely costly and have very few benefits if it is planned and managed poorly. Here are some of the most common mistakes made by PPC managers.
Poor Target Definition
Before starting to pay hosts to place links in their content or advertising firms to create click-through content, it is very important to know exactly who the targets of your links will be. Consumer research and market segmentation research are vital. Unless you know who you want to click your link, you are not going to know what kind of place you want your link to appear or what solution it will offer to potential clickers.
Agencies offering Amazon PPC services will generally be able to conduct a great deal of market research on their own, but this does not mean that you should leave them stranded. Market research should be an integral part of your business practice before any campaigns are started. Share your data with the agency you choose to work with.
Some companies undertake PPC campaigns without having defined their audience segments at all. They hope that by scattering links around the internet they will drive sales or engagement. This tactic rarely works.
Poor Keyword Research
Once you have accurately ascertained who you want to be clicking on your links, it is time to figure out what kinds of keywords those people will be searching for. Finding the right keywords enables a company to focus search engine optimization efforts correctly. If the target audience members can’t find the content containing your links, they are unlikely to be clicking on them at all.
Keyword research is a kind of market research that is heavily data-driven. Agencies typically look at Google Trends and other demographic data sources to find out what target audience members are searching for in large numbers. Keyword research is, well, key. Without it, you will be wasting a lot of money.
Many companies fail to take in all of the costs associated with a good quality efficient PPC campaign. They should be willing to pay for external research if they are unable to conduct their own. They should be willing to pay for the production of content and the associated SEO efforts. They should be willing to engage in the proper payment of commissions.
Some companies also assign too much money to PPC campaigns. These campaigns should be extremely lean. Never spray money at the wall and pay for links hosted in places that do not relate to your target audience members.