Pay-per-click, or PPC, is an excellent example of a marketing tool, in which an advertiser pays the publisher a specific value every time an ad is clicked. PPC is generally associated with several first-tier search engines. Furthermore, it is a way of buying visits to your website, as compared to earning those visits "organically." Businesses regularly make use of White Label PPC, a label service purchased by an agency and sold to clients. While it is entirely advantageous, it can also be tricky. The environment is hard to navigate and mistakes made are very damaging, especially if you handle multiple-channel campaigns for a high number of clients.
With that being said, a lot of people usually outsource their PPC services. It’s easier and would require little to no work at all. As a result, the business clients get good results, and your agency is praised. Of course, even with the proper outsourcing procedures, you also need to be familiar with the common mistakes and how your business can avoid them.
Bidding heavily on broad match keywords
In the process of coming up with keywords, it is essential to consider the heavier use of phrases carefully; exact-match keywords are also beneficial, but bidding heavily on broad match keywords is not advisable. Most businesses lack the basic understanding of how beginners can fall into the trap of broad match keywords. A great tactic to counter this mistake would be to use long-tail keywords that have the ability to relate directly to your website.
Competitiveness and needing to be the best
Being number one sounds really good; however, in the world of PPC, this is not always the case. Getting involved with bidding wars can only lead to the overspending of clicks. Simply aim for an average position wherein you can maintain your bids and your volume.
Not matching the links and landing pages
While some people tend to attract visits by providing false information, this act can risk you more leads than you think. It is unethical, and visitors will think twice about trusting your information the next time around. Google can also detect a mismatch of keywords and may not display your ads as much.
Using poor and irrelevant ads
The ranking generated by Google concerning the ads determine the ranking of your page. It is important to remember that the better your Ad Rank is, the less you pay, the higher chance will your page will appear in Google’s top results. Furthermore, using irrelevant ads can seriously hurt your overall ranking as your White Label PPC would be useless if it has no value to your customers.
Disregarding conversion tracking
With White Label PPC, you can have absolute transparency if you can set aside time for conversion tracking. With conversion tracking, you are presented with an opportunity to improve your marketing strategies further. You’ll be able to get access to information - where you’re spending too much money and getting little in return - which will be beneficial for making business decisions.
It is crucial to check and make various optimization process steps with your AdWords account at least a few times every month. Clients who work with PPC advertising have a "set it and forget it" way of thinking which results in missed opportunities. You don’t necessarily have to spend 20 hours a day to check your account; however, a consistent 30 minutes a day would go a long way.
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