PPC Basics: Common Mistakes DIY & Hardware Brands Should Avoid
Every DIY and hardware brand knows that staying relevant in the digital world is crucial. Whether you’re a buzzing newbie in the industry or you’ve been around since screwdrivers became a thing, you’ve likely dipped your toes into the PPC ocean. And why wouldn’t you? It’s an effective way to reach your audience. However, the journey to mastering PPC isn’t always smooth sailing.
Before jumping in, it’s essential to understand the missteps that could trip you up. In this guide, we’re diving into some of the most common PPC mistakes DIY and hardware brands make – and how to dodge them. So whether you’re flipping through this on a Monday morning or a Friday night, get comfy and let’s chat PPC. If you want to explore this topic further, check out our page on DIY & Hardware Brands PPC. It’s got plenty of nuggets to help you fine-tune your strategy.
Ignoring Keyword Research
One of the most common pitfalls is diving into a PPC campaign without decent keyword research. Picture this: you’re chatting about plumbing supplies, but your ads rave about roofing gear. See the problem? Spend time understanding the language and search terms of your potential customers. Use tools to sniff out what keywords work in your niche. This means being strategic, not broad. Aim for specificity that aligns with what you offer. If you’re selling garden tools, make sure to focus on terms that include your specific offerings.
Neglecting Negative Keywords
The flip side of keyword research is making full use of negative keywords. It’s not just about what you want, it’s about kicking out what you don’t. Without this, you might end up showing pliers to folks searching for carrot peelers. That’s a lose-lose right there. Regular reviews of your search term reports can highlight potential negatives, helping to filter out unrelated searches. This keeps your budget on track and ensures you’re reaching folks who genuinely want what you’re all about.
Overlooking Ad Extensions
Ever visited a store because of a cheeky little offer you spotted? Ad extensions work the same magic; they add value to your ads. Think of sitelinks, callouts and promotions that give your customers more reasons to click. While a basic ad tells your audience what you do, extensions show them why they need you. For DIY and hardware brands, this could be showing off same-day delivery, highlighting a sale on power drills, or a 24-hour support number. Ad extensions can also improve your ad’s real estate on search results, upping your chances of clicks.
Forgetting the Power of Mobile
It’s 2024, and if you haven’t tapped into mobile optimisation, you’re missing out. The last few years saw a big shift, with more punters searching via mobiles rather than desktops. Your audience is likely hunting for quick solutions to their DIY problems from the palm of their hands. Responsive ads are a no-brainer. Check how your mobile targeting is doing. Make sure your links aren’t sending folks on wild goose chases to non-mobile friendly pages.
Bid Strategy Snafus
Set it and forget it sounds tempting, but PPC campaigns need babysitting. DIY and hardware brands sometimes fail to adjust their bidding strategies after starting a campaign. Staying stagnant can cost dearly. Regularly checking in and tweaking bids based on performance keeps your ads competitive without forking out extra cash. Using smart bidding strategies might also help if manual efforts are too time-consuming. It can automatically optimise your bids, making them more efficient based on your stated goals.
Skipping Landing Page Quality Checks
Nothing’s worse than an ad that lands on a dull page. Your landing page should vibe well with your ad’s promises. It’s about delivering an experience that’s consistent from the first click to the last. If your ad highlights winter roofing specials, ensure the click leads straight to that. Broken links and irrelevant content not only confuse potential customers but can increase your bounce rate too. Keeping your landing pages polished is how you keep them on board.
Conclusion
Mastering PPC isn’t a walk in the park, especially for DIY and hardware brands. It’s about understanding the sneaky pitfalls and ironing out these kinks. By putting customer experience first and being strategic with your approach, your PPC campaigns can effectively reach and engage your target audience. Done right, PPC can be a powerful ally in your marketing toolkit, just like the reliable drill in your shed bustling with tools.
And if you’re feeling the pressure, need a helping hand, or want to level up your game, reach out for our PPC management for DIY & Hardware Brands. Our team’s got the expertise to help you transform your PPC campaigns from average to ace.
