Undoubtedly, advertising through Google Ads is the most effective tool for raising brand awareness. However, this PPC strategy is very tricky and a single mistake can cost you a lot of money. In other words, it is not everyone’s piece of cake. Quite often we see people complaining about unsuccessful PPC campaigns that they just don’t work. Have you ever wondered what the reason behind this is? Let me explain that to you! The main reason behind this ineffective PPC campaign is the inexperience of the people who are running them. There are many mistakes in their strategy because their campaigns are wrongly conceived and managed. When their efforts fail, they are often found declaring this practice a failure. It is not the advertising method that is a failure, it is the inability of the person who is using it. Majority of the surveys have shown that PPC is a result driven marketing strategy if it is expertly managed. You just need to use an effective plan. If your PPC campaign is not producing results then it is the time to analyse your marketing strategy and pinpoint your common mistakes. I will highlight all the blunders that are commonly made by marketing experts which need to be avoided. Go through them carefully because you might be making a similar mistake. Improve your paid search strategy by avoiding these mistakes that can kill your business.

Online advertising is no longer a search and display methodology. Nowadays, there are many new options to reach out to the specific audience which you want to target. Search for new social media platforms like Quora Ads, Facebook ads, Instagram stories and Adwords call only ads etc. They can be very impactful platforms to advertise. Moreover, you can get leads from Snapchat videos too. Most of the amateur advertisers do not adopt new ad features. Make sure that you never miss out new ad options. If you don’t adopt to new trends, you will be left behind. In order to be on top, you need to follow industry trends and stay up to date. You never know which platform gives the best results.

One of the biggest flaws in your PPC strategy can be that you overlook intent signals in your campaign. It will not only diminish your performance but will deprive you of quality leads as well. Keep a clear sight on the intent signals which point towards the bottom of the sales funnel. You can’t maximise your sales if you oversee these signals displayed by the targeted audience. However, if you are looking for quality and self-warmed leads then you must prioritise middle of the funnel.

Another common blunder in your paid search strategy is that you advertise for only a single device. Never converge all your advertising efforts on one device. It can lead to losing potential customers that could have reached you through your campaign. Do not give up on your desktop visitors while you are optimising for mobile.

If you are not targeting the Bing Audience then you are making a big mistake. Approximately 30% of the search traffic is found on Bing. You cannot afford to ignore this volume of search traffic. It is the easiest platform to run your PPC campaign. You just have to make an account on Bing and copy all your optimised campaigns for Google there. Yes, you heard it right. Bing is that easy to use! It will help you to get more conversions, less cost-per-click and bids for the majority of keywords.

An effective paid search strategy is to focus on negative retargeting because a returning customer has a greater chance to convert. If you are missing out on this strategy then you are making the biggest mistake. It can cause a lot of damage to your business. Instead of investing your money on new customers, you should spend your advertising budget on your returning clients. Display your ads to the right people if you want to earn more through PPC campaigns. However, retargeting all of your customers is not a wise choice. It can also be a flaw in your strategy because every visitor of your website is not a customer. For example, you will not retarget those visitors who visit the Career page of your site. Filter out the audience and exclude it from the ads.

The advertisers nowadays make this blunder of not bidding on their brand keywords. You might think that it is not necessary but trust me your competitors will do so. Sooner or later they can intercept your audience if you will not try to outbid them. Biding on the name your brand will produce a significant increase in the revenue. Therefore, if you are running a campaign, try to make bids on your brand name as well. This PPC strategy can give your business a much-needed boost.

Click Frauds can affect the results of your PPC campaign. Your business can lose a considerable amount of money if you are not combating them. Search engines try their best to combat click frauds and irrelevant traffic. Still, you cannot completely rely on them. Therefore, if you are not paying attention to the click frauds then you are making a big mistake.

Another major blunder that is often committed by the advertisers is that they do not monitor their ad campaign closely. PPC is a very hands-on active advertising technique. If you want to get the most out of it then analyse the impact of your ads daily. Make adjustments in the bids and budget. Keep on changing the timings of your ad. In other words, experimenting with ad copies is the best-paid search strategy. Your focus should be on closely monitoring the campaign.

If you feel that you need professional assistance in running your PPC campaign then hire a credible PPC agency. There are many PPC specialists available in the market who can help you in this regard. Intelicle is also one of the renowned and reputable digital marketing companies that can get your job done.