Whether you’re an expert digital marketing agency or just starting out in business, you should learn about pay-per-click advertising and the top mistakes people make. Here is a list of some of them.
- Having The Wrong Goals and KPIs
Marketing that supports your business goals matters; every click should be doing something for your business. To spend your ad budget wisely, make sure you create goals and KPIs that drive a return on your advertising investment with paid search.
Keep in mind that your purpose shouldn’t be to reach a certain number of impressions, clicks, or even clients. Since these are random arbitrary metrics, that may or may not support your business goals. Conversions is a much better metric.
- Not Knowing Your Audience
You must know who your audience is and what they care about. Commonly, quantitative data-driven people get into the PPC business and that’s excellent. But sometimes, they miss the qualitative side of things. So, they have no concept of who they’re trying to market to, and just care about what keyword research tools they should use.
As a result, they are getting lower conversion rates because they aren’t thinking about the audience who is taking action and buying or choosing to not buy. They missed the messaging that would appeal most to their market or the actual relevant keywords sets.
Being focused on just quantitative data leads to following an algorithm, instead of creating real value propositions for clients.
- Automating Too Early
There’s nothing wrong with automating systems or processes. In fact, everyone should find ways to effectively automate. The problem is when people want to build an assembly line before figuring out how it works. So, don’t be afraid of making mistakes and take the time to learn the process.
You may ask yourself, what’s too early? Too early is when you’re trying to implement a rule, a process, or a script and you don’t understand the purpose. You need to learn how your audience responds, how the ads respond, and how your changes respond to what you’re doing, before deciding the right strategy.
- Not Understanding Conversions
Conversions are complicated and scary for a lot of people. But, not knowing conversion data or conflating all conversations into one is a huge mistake. You have to be comfortable with putting conversion codes on your client’s site and understand that conversions aren’t a standardized metric.
Sometimes, smaller business owners will tell you that as long their phones are ringing they know people are finding them. But, this isn’t a viable way to run paid search campaigns. Try to be comfortable with conversions; otherwise, failure is guaranteed.
- Not Having Client Standards or Processes
This is a common issue, especially for new agencies that only want more and more clients. You should have standards and before starting operations, it’s advised to answer the following questions:
- What are our objectives?
- What are we trying to do?
- How are we going to help our clients?
- How are we going to measure it?
Once you have a clear path, you’ll be able to create efficient procedures to track any campaign progress efficiently. Besides, choose your client’s portfolio wisely by respecting your agency’s principles and standards. This will save you a lot of stress in the long run and help you with retention, which is key to scale any business.
- Letting The Data Decide
It may sound a little bit controversial at the beginning, but letting the data decide is a big mistake. For a long time, people have had data on a pedestal because data-driven decisions are seen as the best. However, many people are incapable of making decisions.
The truth is that data doesn’t make decisions, people make decisions based on the data. So, you have to learn how to analyze and interpret the data. Sometimes, we look at the numbers and choose the highest number without thinking about the real cause.
- Not Segmenting
This is true for audiences and data in general, but especially for Google Ads. You have access to various reports that could be misinterpreted if you don’t know how to segment. For example, with ads extensions, you have to use a segment feature within the interface to know how many clicks came to the headline and how many came to the extension itself. And, a lot of people don’t know that. Therefore, they’re getting a wrong understanding of how a particular extension is performing.
It works the same for audiences. Buyers can be at different stages of the funnel and depending on the stage they’re in, their needs and desires will change. When properly segmenting, you’ll be able to apply different strategies for the different stages and have different metrics to measure performance.
Be Passionate & Transparent
If you’re passionate about your clients, get to know them, and truly learn about their products and services. Be very transparent and show them your work, especially to those more specific clients. They can provide you feedback and let you know if you’re misusing any words or content.
If you want to learn more strategies to scale your digital marketing agency join the Digital Agency Hacker’s Facebook group. It’s a learning space where you can share questions and experiences, and get advice from expert professionals.