A properly executed PPC marketing strategy is an effective and irresistible way for businesses to gain website traffic. Successful PPC adverts can pique instant curiosity in potential customers and generate new traffic quickly. They can reach widespread audiences and help consumers find the exact products and services they desire.
Businesses use carefully chosen keywords, headlines, and text to entice visitors through to their website. When utilised correctly, visitors can learn about new products and services by clicking through to the company’s landing page.
Unfortunately, many large and small businesses alike are clueless about their PPC advert campaigns. They misuse their limited space, bore and offend customers, and choose keywords that cause their adverts to show up in all the wrong places. Businesses lose many potential customers due to these advertising faux-pas.
By poking a little fun at past PPC bloopers, we can learn exactly what not to do. Here are 5 examples of PPC adverts gone horribly wrong:
1. Understand Customer Intent
Mid-tail to long-tail keywords contain a number of clues about customer intent. This search for “personalized water bottles” indicates that the individual searching is on the hunt for promotional swag boasting their company logo.
The third PPC advert hit is for “personalized water.” While the company does seem to sell personalized logos, the advert is confusing and reads more like a promotion for healthy drinking water. Customers who plan to give away bottles at a business function or event care more about logo customisation than the taste of the water.
Instead of focusing on taste and appearance, this company should have focused on the actual product—the label. Understanding what customers seek in their search queries makes a vast difference.
2. Targeting the Wrong Audience
There is perhaps nothing more frustrating than being bombarded with ads that clearly don’t belong. Imagine searching for a simple set of words like “used cars” and ending up with adverts for used medical equipment.
The generic keyword “used” can reference anything from bikes to clothing. However, customers are unlikely to shop for both on the same day, and they will resent your company for confusing them with unwanted advertisements.
3. Dynamic Keyword Insertion Gone Wrong
Dynamic keyword insertion is an awesome PPC tool for marketers who know how to use it. It is an advanced feature of Google AdWords. Instead of sticking to same rigid keywords, marketers can insert a special line of code to automatically adjust adverts based on customer search terms.
When a customer searches for one of your keywords, your auto text will appear in its place. Less experienced marketers have plenty of opportunities to misuse this tool. Syntax often appears in odd and mismatched places.
Dynamic keywords that result in jumbled phrases like “Wall Stickers Nursery” are more likely to confuse viewers than lure them in.
PPC adverts have a limited amount of space for a reason, and it’s not to scream out “Me, me, me.” Web surfers have limited attention spans, and adverts that repeat their messaging are simply wasting space.
Is it really necessary for the headline and web address to match? Wouldn’t it be better to explain what “The Mendieta Technique” actually entails? Viewers can do little more than venture a guess about this company, and if they click through it’s probably by accident.
Only behemoth companies like Amazon, eBay, and Walmart might be able to get away with shouting their name in headlines. Customers are already familiar with their products, but it’s still a rather dull waste of advert space.
5. The Keyword Bucket List
Large companies have vast marketing budgets, and they often try to rank on huge lists of keywords. Buying a keyword dictionary may be the easy way out, but it can also lead to embarrassment. Did anyone check the keyword list before offering “Great deals on Racism” at eBay?
Clearly they are not selling Racism as a product. At best this type of keyword selection makes eBay look foolish and at worst—well, racist.
Keep these lessons in mind and avoid these mistakes on your PPC advert campaigns!