A pay-per-click, or PPC, campaign could be one of the fastest ways to drive more traffic to your site and generate more leads. PPC can also be a challenge if it's not used correctly. You can end up losing a significant amount of money and page views when using the wrong methods. Here are the five most common mistakes companies make when launching a PPC campaign.
1. Using the Wrong Keywords
You need to make sure you're using the right keywords to generate the proper leads and results. Since you're paying for each of your car repair shop ppc marketing campaigns, you want to make sure you're getting the most out of your money. Make sure you have thoroughly researched your target market. You also need to have a general understanding of the keyword terms that will help you generate the most results. If someone is managing your campaign ask for a copy of the keywords that are generating clicks.
2. Sending Your Visitors to Your Homepage or Contact Page
Most businesses that use car repair shop PPC marketing send visitors to their website's homepage or contact page. Either of these mistakes will not only frustrate your visitors, but it will also hurt the performance of your campaigns and will cost you money. The goal of pay-per-click is to lead visitors to a targeted landing page that is relevant to the search phrase they found you with.
3. Using a Misleading or Ineffective PPC Advertisement
You don't want to trick visitors into visiting your site. Instead, you want your ad to attract the right kind of attention. Never use misleading advertising or advertising that doesn't give your visitors the information they're searching for.
4. Choosing Keywords with Too Much Competition or Having Too Many Keywords
Having a long list of keywords or keywords with too much competition will make your car repair shop PPC marketing campaign fail. On the other hand, relying on broad match keywords will waste money on irrelevant searches. Make sure you use keywords relevant to your business and those that will provide the greatest impact. Segmentation is key, as is continuous research and testing.
5. Not Making Use of Negative Keywords
Many businesses fail to use negative keywords, which prevent ads from appearing when those types of words are searched. For example, "Bike" could be a negative keyword for the search phrase "MINI Repair." That means the search phrase "Bike" will become a negative keyword for your specific PPC ad. It will also prevent this phrase match ad from appearing in the search results for "MINI Bike Repair."
Avoiding the use of negative keywords can mean the loss of some potential traffic through broad match ads. You need to take the time to find negative keywords that work for your car repair shop pay-per-click campaign.
If you thoroughly research your PPC campaign, it can bring the desired results. Avoid these five mistakes and you'll have a good chance of running a successful PPC campaign, driving more traffic to your site and generating more business.
Is your auto repair shop pay-per-click campaign not working like you thought it should? Contact us. We provide a free evaluation of your Google Adwords, Bing & Facebook ad campaigns.
