PPC Basics: Common Mistakes Footwear Brands Should Avoid
Footwear brands have a unique opportunity when it comes to pay-per-click (PPC) advertising. The online marketplace is bustling, and the right PPC strategy can put your brand right in front of the eager eyes of potential customers. But, we’ve all seen that clicking away ambitiously can lead to budgets being drained and goals missed. There’s nothing more frustrating than realising that a PPC campaign you thought was bulletproof is missing the mark. Understanding some common pitfalls can help you dodge expensive mistakes. If you’re keen to ensure your marketing budget is well spent, this one’s for you.
In this post, we’re zoning in on the Footwear Brands PPC space. With industry nuances and specific needs, there are certain blunders that footwear brands should be aware of. A bit of foresight and a few practical tips can do wonders. With your goals at heart, we’ve rounded up some usual PPC campaign trip-ups and how you can sidestep them.
Neglecting Keyword Research
Don’t rush your keyword research. It’s the backbone of your PPC strategy. If you’re selling running shoes, targeting ‘shoes’ might seem logical, but it’s too broad. By doing this, you’re competing against huge brands and paying more per click. Instead, hone in on long-tail keywords, like ‘lightweight running shoes for men’. These are cheaper, less competitive, and bring in customers who know what they’re after.
Poor Ad Copy and Extensions
Your ad is practically your first impression. Craft compelling ad copies tailored to your audience. A bland or generic copy isn’t going to cut it. Personalisation shows you understand your customers’ needs. Extensions provide extra information such as sitelinks or promotions, making your ad more appealing. Utilise them to highlight those free returns or the latest collection drop.
Ignoring Mobile Experience
More folks are hooked on their mobiles now than ever. Ignoring this would be like shooting yourself in the foot. Test your landing pages on mobile devices to ensure they’re not just good-looking but also fast and user-friendly. A page that takes ages to load is a surefire way to lose a potential sale. You don’t want to miss out just because your site’s not responsive or your checkout process is clunky.
Overlooking Audience Targeting
Knowing who to target is half the battle. Your shoe designs might cater to certain demographics or interests. Perhaps your eco-friendly shoes are a hit among the environmentally conscious. Use audience targeting options like Google’s In-Market audiences or Facebook’s Custom Audiences to zero in on those who are more likely to click and convert.
Forgetting About Conversion Tracking
This one’s vital. Without conversion tracking, you’re left in the dark about what’s working and what isn’t. Set it up before you roll anything out. Whether it’s a sale, newsletter sign-up, or a download, tracking these conversions helps you understand your ROI. You can’t improve what you don’t measure.
Setting and Forgetting
PPC isn’t a set-and-forget kind of deal. Regularly review and adjust your campaigns. Try A/B testing different ad copies or adjusting bids. The digital marketplace is dynamic, and trends can shift quickly. Keeping an eye on the performance and making data-driven tweaks is key to staying relevant.
Mismanaging Budget
Pacing your budget is essential for long-term success. It can be tempting to throw money at your campaigns but doing so without strategy can lead to quick depletion. Start small. Monitor what works and scale from there. Consider the seasonality of the shoe industry; you may want to ramp up spending during peak times, like back-to-school seasons or holiday periods.
Avoiding Negative Keywords
Negative keywords are your secret weapon. They ensure your ads don’t show up in irrelevant searches. If you’re selling premium leather boots, you don’t want clicks from bargain hunters searching for ‘cheap shoes’. Implementing a strategy for reviewing and updating your negative keyword list is a small task but can big save on wasted spend.
Conclusion
In the fast-moving world of e-commerce, it’s vital to optimise every aspect of your PPC campaigns. Avoiding these common mistakes ensures your footwear brand gets the attention it deserves without breaking the bank. Always keep learning from your analytics and be open to adjusting your approach as needed. Each tweak could bring your brand closer to your ideal customer, driving better results.
Need a hand? Our team at Wired Media specialises in PPC management for Footwear Brands. With tailored strategies that meet the unique demands of the footwear market, we’ve got you covered every step of the way.
