PPC Basics: Common Mistakes Pubs and Bars Should Avoid
If you’re managing a pub or bar, the world of digital marketing might seem like a daunting landscape. It’s all about getting your establishment noticed and making sure potential customers know where to find you. One of the key tools in your kit is pay-per-click (PPC) advertising. It’s an effective way of driving traffic to your site, provided you manage it correctly. Missteps can cost you time, money, and a whole lot of effort. Many have walked this road before you, and we’ve gathered their lessons to make your journey a little smoother. Here at Wired Media, we’ve seen it all, and we’ve got some tips for you.
To start on the right foot, consider exploring our Pubs and Bars PPC services, designed with your specific needs in mind. But before you leap into action, let’s dive into the common pitfalls in the PPC landscape for pubs and bars. Ignoring these could mean your ads aren’t reaching the right people or aren’t appealing enough to bring them in. Let’s look at how you can avoid these costly errors and make your PPC campaigns work as hard as you do.
Setting the Wrong Keywords
Keywords are the backbone of your PPC campaign. If you get them wrong, you’ll attract the wrong crowd. Think back to last summer’s Saturday nights or when new beers rolled out. Which words worked then? It’s tempting to aim broad, hoping to catch a wide audience. However, for pubs and bars, narrower terms focusing on your unique offerings or regional terms will likely be more effective. Spend some time exploring which keywords genuinely resonate with your patrons. You’ll also want to make use of negative keywords. These help filter out traffic that isn’t relevant to your business, such as individuals searching for free solutions or virtual pub quizzes that might deviate from your targeted services.
Overlooking Ad Extensions
Ad extensions give you a competitive edge by providing users with more information. This might be a clickable phone number, your location, or even a special promotion. You might recall those promotions you ran last December—with PPC, you can highlight these directly on the search results page. Extensions can significantly boost your click-through rate. So, explore various extensions and consider what your audience would find most persuasive. If you own a bar, for instance, mentioning “Happy Hour Specials” might be a game-changer for drawing in patrons during quieter weekday slots.
Neglecting Landing Page Relevance
When was the last time you clicked an ad, only to land on a page that had nothing to do with the ad itself? It’s frustrating and can turn potential customers away. If your ad promises a list of craft beers or an exciting menu, make sure your landing page delivers precisely that. For pubs and bars, this might mean leading with a menu or an enticing photo of your venue. Stay consistent. Your landing page should seamlessly continue the user’s journey, echoing the ad’s message and encouraging them to stick around.
Ignoring Mobile Optimisation
Your customers are likely checking their phones on the go, perhaps planning their next pub visit while grabbing a quick lunch. Therefore, your ads and landing pages must be optimised for mobile. You don’t want broken links or pages that don’t load. Reflect on past events or busy evenings when mobile check-ins spiked. A poor mobile experience may cut these experiences short for your customers. Google provides insights on how your campaigns perform across devices, so don’t skip this step. Check that everything looks and works great on mobile to keep your audience happy and engaged.
Failing to Monitor Campaigns Regularly
It’s essential to regularly review the performance of your PPC campaigns. Early this year, you probably made some strategic adjustments after evaluating what worked and what didn’t. This should be an ongoing practice. The digital world moves quickly; trends change, and competitors adjust tactics. By monitoring your ads, you can spot ineffective keywords and discover which ads are your top performers. This isn’t a set-and-forget scenario. Continuous oversight provides insights that can help tweak your approach for better returns.
Conclusion
PPC can be a game-changer for pubs and bars aiming to boost their visibility and traffic. Avoiding these common mistakes can save you from wasted budgets, ensuring your ads are seen by the right audience eager to try what you offer. By refining your approach, focusing on relevant keywords, utilising ad extensions, and ensuring your content resonates with mobile users, your PPC campaigns can yield incredible results. Remember, the road to success with PPC is ongoing. Stay informed, proactive, and ready to adapt.
If you’re looking for expert support to optimise your campaigns, consider our PPC management for Pubs and Bars services. We’re here to ensure your pub or bar makes the most of its digital marketing investments.
