THE 5 MOST EXPENSIVE MISTAKES IN CPC
CPC or Cost-Per-Click is arguably the marketing strategy with the lowest ROI.
In the rush towards that immediate click, many website owners make mistakes that cost them dearly.
IMPROVE YOUR ROI IMMEDIATELY
Just going ONCE through your CPC campaign, from start to end, can make you save money.
Or, next time you turn to Google AdWords, check whether you can correct any of these common mistakes:
1. THE LANDING PAGE IS NOT CONSISTENT WITH THE AD MESSAGE
So you attracted visitors with the key word "weekend special", promised them a "weekend special" in the advertisement... and then they land on a web page in which there is no weekend special to be found.
How consistent is your campaign?
2. THE LANDING PAGE IS NOT OPTIMIZED FOR CONVERSION
Are the contact details immediately and clearly visible, on top of the landing page? Your visitor has actively been searching for your product, so don't block the process.
NOW is the moment that they are interested. Who knows what will happen in 5 seconds from now... their phone will ring, lunch break starts, the X-factor breaks out... and you, you have lost them.
Conversion exists of many, many more techniques, but the lack of contact details, easy contact forms or online reservation systems are the biggest obstacle between the possible customer and you.
3. THE "CONSISTENCY PATH" IS NOT PERFECT
If you follow each step, from the key word up to the title of the advert to the short description... are you always transmitting the same message? Do YOU find it consistent?
If not, then you might as well start cutting Euro bills into origami right now. Far more beautiful.
4. NOT USING NEGATIVE KEY WORDS
Google provides the option to include negative key words, key words for which you do NOT want the ad to show.
In case the "weekend special" is for your 5 star luxury hotel... then either make sure that your ad makes this point really clear, that you are a 5 star luxury hotel.
And, better, exclude the key word "budget". Because you would not wish to attract the searcher that was looking for a budget weekend. By the time this visitor has seen your web page and concluded that your hotel is not suitable for his or her budget... you have already paid for the click.
5. NO TARGET
If you do not target, you do not hit anything. Or if you target everyone everywhere, you might shoot nothing either.
WHO is your target audience, WHERE is this audience, WHAT language does this audience speak, WHAT would this audience be looking for and WHAT would convert this audience into a client?
Those are questions you should ask yourself before EVERY campaign.
Set up one campaign for those travelers in Poland who are looking for a longer stay, one for the Britons who want a weekend at the golf course, one for the business traveler who needs to be there from Monday to Thursday...
It goes without saying that for every campaign you use the most suitable landing page.
Free CPC revision
When the work load allows us to, we offer a free revision of your existing CPC campaigns.
(For companies who spend a minimum of 500€/month on Google AdWords).
We then provide you with our suggestions on how you can quickly improve the revenue management and increase the potential of your budget.
Thanks for reading and do not hesitate to contact us.
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