PPC Basics: Common Mistakes Mortgage Companies Should Avoid
It’s no secret that pay-per-click (PPC) advertising has become a vital tool for mortgage companies looking to boost their online visibility. But while PPC is powerful, it also comes with a learning curve. As of November 2024, it’s clear that navigating these digital waters is not without its challenges. Whether you’re new to PPC or looking to enhance your existing campaigns, understanding the common pitfalls is crucial. Knowing what not to do can make a world of difference in your campaign’s success. For a more comprehensive approach, you might consider exploring solutions offered by Mortgage Companies PPC.
Overlooking Keyword Research
The foundation of a strong PPC campaign lies in its keywords. By understanding what terms your potential clients use, you can target your ads more effectively. If you’ve ever launched a PPC campaign without thorough keyword research, you’re not alone. Many mortgage companies skip this step, thinking they can rely on generic terms. But the reality is, using broad keywords might attract clicks, but not necessarily the right ones. You need to hone in on specific terms that relate directly to mortgages, like “first-time buyer mortgage” or “remortgage rates”. Tools like Google Keyword Planner can be invaluable for this.
Ignoring Negative Keywords
On the flip side, negative keywords are just as important. They help ensure your ad doesn’t show up for irrelevant searches, saving you money. Let’s say you only offer services to residential mortgage clients. You wouldn’t want to attract someone searching for commercial property loans. Adding “commercial” as a negative keyword can make sure your ads only get in front of the right audience. This small effort can significantly improve your return on investment, ensuring you’re not paying for clicks that won’t convert.
Poor Ad Copy
The words you choose in your ad copy are pivotal in catching someone’s attention. Writing compelling and clear ad copy tailored to your audience is essential. Bland or generic messaging won’t do much to persuade a potential client to choose your services. Instead, focus on what makes your mortgage offerings unique. Highlight any special rate offers, service advantages, or customer testimonials. Remember, you’re not just selling a mortgage; you’re offering a home-buying experience.
Not Setting a Clear Budget
A common mistake mortgage companies make is failing to set a clear budget for their PPC campaigns. It’s easy to get enthusiastic and throw money at a campaign, expecting returns without a clear strategy. Monthly budgets should be planned meticulously. Consider historical performance, seasonal demand, and your financial goals. Use Google’s budget tools to set daily spending limits to avoid unexpected overspending. This ensures every penny is spent wisely and aligns with your business objectives.
Ignoring Landing Page Optimisation
Even the best adverts won’t convert if they lead to subpar landing pages. Your landing page must follow through on the promises made in your ad. If you advertise a low-interest rate, ensure that information is front and centre. Pages should be user-friendly and mobile-optimised, given that a significant portion of your audience may be browsing on their phones. It’s not enough to get clicks; you need to ensure those clicks result in meaningful engagements.
Neglecting Performance Analysis
Once your campaign is live, the work doesn’t stop there. Regular analysis of your campaign’s performance is crucial to understand what’s working and what’s not. With the tools available now, such as Google Analytics, you can see which keywords are attracting clicks, how long visitors stay on your site, and which ads are converting the best. Data-driven adjustments can dramatically increase your campaign’s effectiveness. Set aside time weekly to review these analytics and make necessary tweaks.
Disregarding Mobile Users
It’s 2024, and if your PPC campaigns aren’t considering mobile users, you’re behind. More people are searching for mortgage solutions on their mobile devices than ever before. Ensure your ads and landing pages are optimised for mobile viewing. If your site is slow to load on a phone or challenging to navigate, potential clients will quickly move to a competitor. A seamless mobile experience can set you apart in a crowded marketplace.
Conclusion
Avoiding these common PPC mistakes can significantly enhance the effectiveness of your digital strategy. Remember that every click counts and should be treated as an opportunity to convert a lead into a lifelong client. With careful planning, constant testing, and strategic use of keywords, your PPC campaigns can deliver substantial results for your mortgage business. And if you’re ever in need of assistance, our team at Wired Media is here to help. For expert PPC management for Mortgage Companies, reach out and see how we can optimise your campaigns today.
