An essential part of effective online marketing for Toronto companies is to put up ads on various websites. However, putting up online advertisements requires more than just buying ad space. You want your ads to have an impact, so it’s important to work with experienced online marketing agencies like WCS Solutions to help you avoid making the kind of mistakes that could result in a loss for your company. Here are some mistakes to avoid:
Lack of Activity
You can’t just put up your advertisements and leave them alone. PPC and Google AdWords require close management. Log-in to your account more than once a week so that you can monitor how your page is doing. For example, your ads only show up at specific times, depending on the timeslot that you bid on. If you’re a business that has a specific customer base, you’ll want to bid on the window of time where your target market is more likely online. Minor tweaks like that can affect the performance of your advertisements.
Not Enough Analysis
When you don’t know what to tweak in your campaign, it means you haven’t done enough analysis on your part. PPC ads produce a lot of data when they’re in operation; for example, the amount of clicks, and the keywords that were used on these clicks. The sites that produced the most clicks on your ads are just some examples of the information you can glean from ad performance. With this data, you can determine what changes you need to do to enhance or increase the effectiveness of your PPC ads.
Insufficient Ad Extensions
Another mistake that many PPC advertisers make is that they limit the information or features on their advertisements. Ad extensions offer additional information that customers might find helpful. For example, an advertisement might earn more results if there are extensions available that directly connect the user to the advertiser, along with the advertiser’s address and other services that it provides.
Advertisers often neglect to update their keywords for content use. Although PPC ads contain a small amount of text, the content should still be optimized. With diligent analysis, your SEO professional should know the keywords that are performing well, and those that are not; retaining poorly performing keywords wastes money. Your ad campaign should integrate keywords that reflect your brand’s relevance, as well as its ability to convert leads into customers.
With these mistakes waiting to entrap the unwary, a PPC ad campaign may indeed require an SEO and web design and development professional to implement the essential and critical points of SEO, including effective Toronto PPC—online marketing techniques that help make your websites and ad campaigns generate profits.
(Source: 6 Habits of Highly Effective AdWords Advertisers, Inc.)