PPC Basics: Common Mistakes Furniture Brands Should Avoid
So, you’re in the furniture game, and you’re thinking about where your marketing budget should go. Pay-Per-Click (PPC) advertising might come to mind as a top choice. It’s quick, it’s targeted, and it can bring people right to your virtual door. But stepping into the world of online ads is a bit like wandering into the savvy woods without a map. As straightforward as it seems in theory, getting PPC campaigns to deliver the goods isn’t always a piece of cake. Specifically, for furniture brands, pitfalls lie in wait for those who plunge in without preparation. That’s why we’ve put together some insights on what to watch out for. Before jumping ahead, you might want to check out more comprehensive strategies by visiting Furniture Brands PPC. It’s packed with useful info that can help you dodge potential blunders.
In 2023, many of your peers learned the hard way by not paying enough attention to how they were handling their PPC campaigns. There was a time when simply setting an ad and forgetting about it seemed like enough, but these days the digital landscape is far too competitive for that approach. Let’s dive into what went wrong back then, and more importantly, what you can do right starting from today.
Ignoring Keyword Relevance
One of the easiest ways to waste money in PPC is by targeting the wrong keywords. For furniture brands, specificity is key. Use terms that are directly related to your products. Instead of broad terms like “furniture,” try being more precise—words like “oak dining tables” or “Italian leather sofas” allow you to reach an audience that’s ready to buy. Before committing to any keywords, perform in-depth research and rely on tools like Google’s Keyword Planner. This ensures alignment with what potential customers are actually searching for.
Overlooking Localised Targeting
Many furniture brands discovered the importance of serving their ads locally over the last few years. Especially if you have a physical store presence, it’s vital to align your PPC efforts with your geographical limitations and strength zones. Focus your advertising investment on areas near your showroom or where you dispatch the most deliveries. Hyper-localised campaigns can drastically increase footfall and online inquiries, so never miss the opportunity to win local loyalty.
Neglecting Ad Extensions
Ignoring ad extensions is slipping into a classic PPC pitfall. These nifty additions to your ads can show extra business information right on your AdWords listings, such as local inventory availability, customer reviews, or even direct contact links. Over the past year, it became clear that furniture sellers who embraced robust site link extensions experienced higher engagement rates. Smart use of these tools can help you stand out in the crowded PPC landscape.
Not Prioritising Mobile Experience
If you’re not considering the mobile users of today, you’re missing a large piece of the customer pie. The mobile shopping trend exploded in 2023 and isn’t showing signs of stopping. Ensure that your website loads swiftly on mobile devices, and your landing pages are optimised for users on the go. Powerful PPC campaigns start by considering the habits and preferences of potential buyers, which today predominantly involves some form of mobile interaction.
Poor Landing Page Quality
What happens after someone clicks your carefully crafted ad influences your conversion rate more than you may think. Direct people to thoughtful, relevant landing pages instead of generic homepage links. If you’re advertising sofa discounts, the click-through should take them directly to that sofa section, not a broad product page. This simple act of aligning ad messages with landing page content was echoed as pivotal in boosting engagement through last year and into this year.
Ignoring A/B Testing
Taking a one-size-fits-all approach rarely works, especially in PPC. A/B testing remains crucial to deciphering what captivates your audience. From ad copy, images, to CTA buttons—test every possible variable to ascertain what works best. Furniture brands found incremental gains from such tweaks in 2023. By tweaking repeatedly, you can drive a higher click-through rate without expanding your budget.
Underestimating Bid Management
Considering bid strategy isn’t just a set-and-forget part of PPC; it’s a dynamic element that requires attention. Campaigns might need a little nudge here and there, based on ongoing performance and market changes. Reassess and adjust your maximum bids often to optimise allocation of your ad spend, ensuring you’re not bombing your budget on unlikely conversions. In 2023, savvy furniture marketers learned this lesson through trial and tribulation—you can learn from their experience.
Many successful furniture brands have found their stride by integrating these straightforward strategies. When PPC is handled mindfully, it can be a powerful ally. Set yourself new heights by applying these insights and adapting them to your specific needs as a unique furniture business.
If you need any help or want to take your strategies further, look into PPC management for Furniture Brands. Whether you’re new to this or looking to refine your current strategies, having the right team in your corner can make all the difference. Happy marketing!
