December 7, 2018 by Alyssa / In Paid Search

Paid search is a great way to gain immediate exposure on search engines. Not only is paid search effective, but it’s instantaneous. This means you won’t have to wait weeks or months to see your efforts succeed. At Prager, we can help you create a paid search campaign tailored to your business and your audience. Here are four tactics we actively avoid:

Trying to appeal to a large audience

If you’re paying for ads, you want to show up in everyone’s search results, right? While this may seem like a good idea, it’s not entirely. When you try to appeal to a large audience, you lose who your target customers are; your target customers are the ones who are most likely to buy your goods or services. By narrowing down the right audience and what they’re searching for, you’ll have a better chance of appealing to the right people and expanding your customer base.

Selecting obvious keyword phrases

There are likely some obvious keyword phrases that tie to your business. However, these keyword phrases probably tie to many other businesses, too. If you’re going to spend money on ads, try to avoid sticking to obvious phrases and choose ones that make you stand out. In addition, try looking beyond keyword phrases and do some research on actual search terms. These search terms can help you focus on the right words to entice your audience. You’re likely to get better results when you hone in on what people actually want.

Sending people to the wrong page

The purpose of paid search is to direct people to exactly what they want. If your ads talk about your latest model of vacuum cleaner but then click through to your blog, your visitor is likely going to leave your page and look for another company. In addition, if your ads click through to 404 pages or pages with broken links, you risk losing trust in your potential customers. When you create an ad, always make sure that it goes to the page you want your audience to land upon.

Using the same ads for mobile and desktop

Today, mobile usage has skyrocketed and there are more people than ever searching for goods and services via mobile. In fact, according to BrightEdge, 57% of all U.S. online traffic now comes from smartphones and tablets. When you create your paid search ads, you need to keep this in mind. Since mobile users tend to search more for local businesses and by proximity, you should have two separate ad practices for desktop and mobile. This will allow you to reach the most potential customers.

Interested in a paid search campaign for your business? Give our digital marketing experts a call today!