Your online advertising could be better.
It’s not an insult! In fact, the chances are good that you agree with that statement, especially if you’re interested in finding out improving your results and determining where you may be going wrong.
That’s why it’s important to take a look at the five common mistakes outlined below so you never make them again. Part of getting better means learning what mistakes to avoid. With that in mind, it’s time to overhaul the way you handle small business advertising.
- Mistake #1: Going Hands-On With Blinders On
It’s great to take action and to learn by doing. But it’s a different prospect when you’re actually paying to run an online advertising campaign. Instead, you could hire a professional that teaches you what to do as you spend your money on online advertising. Eventually, you’ll want to get your feet wet – just make sure you know how deep the water is first.
- Mistake #2: Offering the Lowest Possible Bids
Once you start paying for sponsored placement in search engines, it’s tempting to set your bids quite low in order to reduce your online advertising investment. The problem? This kind of strategy will frequently yield you poor results. You have to put out a little money if you expect to get your ads seen in prime places – like the first page of results for a particular keyword.
- Mistake #3: Believing that Impressions without Clicks are Okay
Is it “free” advertising if someone sees your ad and doesn’t click it? A lot of people seem to think so – and they’re wrong. A poor click-through rate can mean your placements are “punished” by the search engines for being poor performers – and actually drive your costs up.
- Mistake #4: Believing that Single Advertising is Enough
Whether you’re limiting yourself to advertising just once or advertising in a single channel, you shouldn’t be limiting yourself. Customers tend to convert online when they’ve come across your product or service multiple times. Check your own statistics and analytics for confirmation of this fact – or just ask Google.
- Mistake #5: Believing that Google’s Keyword Suggestions are Always Good
Remember, Google shows keyword results and their search counts using broad match – they’re often highly-inflated numbers. Use Exact Match keywords so you can base your assumptions in reality and make the most of your tight budget.