PPC Basics: Common Mistakes Security Companies Should Avoid
It’s understandable if the world of PPC feels a bit like a jungle. Tech evolves fast, and staying updated can be tough. If you’re running a security company, cracking the PPC code can bring in new clients and help get your name out there. But getting a handle on the digital terrain isn’t always easy, especially when pitfalls are lurking at every corner. For security companies aiming to grow, excelling in PPC can make a massive difference.
Figuring out where things might go wrong is half the battle in PPC. Recognising mistakes is the first step to ensuring your money doesn’t get wasted. With insights drawn from Wired Media’s experience with Security Companies PPC, you can learn what to avoid and make informed choices to boost your ad effectiveness. We’re here to guide you through some common slip-ups, ensuring that your campaigns bring home the results you’re looking for.
Wrong Keywords
The foundation of any solid PPC campaign rests on choosing the right keywords. Security companies often fall into the trap of using generic terms. While ‘security services’ might seem a logical choice, it could attract clicks from people who aren’t your target audience. Think like your client. What specific issues or needs do they have? Consider long-tail keywords that might be less competitive and more relevant to your audience. For instance, ‘commercial security systems in Manchester’ could be a better fit.
Ignoring Negative Keywords
Don’t overlook negative keywords in your PPC campaigns. By telling Google Ads the phrases you don’t want to trigger your ads (like “free security systems” if you’re selling high-end products), you ensure your budget is spent wisely. In the security field, being specific about what you don’t offer can save a lot of wasted clicks.
Ignoring Ad Extensions
Ad extensions are often forgotten but can significantly boost your campaign’s performance. They offer additional information or direct paths to action, like calling your company or visiting your website. Security companies can use sitelink extensions to highlight specific services, such as ‘Alarm Monitoring’ or ‘24/7 Surveillance’, catching your audience’s eye and inviting them to know more with just a click.
Budget Allocation Missteps
How you allocate your budget can make a massive difference. Spending too much on a few ads at the expense of a broader campaign might limit your visibility. Instead, test out different ads and see which ones perform best for your security company in various locations or times of day. Past experiments showed that certain security services may demand higher budgets due to peak interest during business hours.
- Set a cap on bids for keywords which were expensive but low converters in the past.
- Reallocate funds towards ads that consistently draw quality leads, focusing on times when your potential clients are most active.
Not Tracking Conversion
Tracking is vital for understanding the effectiveness of your PPC efforts. Security companies sometimes neglect to set up conversion tracking, missing out on crucial data. Ensure every ad has Google Analytics or another tracking tool linked to measure what’s working and what’s not. This makes all the difference in knowing where to bolster your efforts or cut back.
Poor Landing Pages
Your ad alone doesn’t guarantee a conversion. The landing page is just as crucial. A common mistake is matching excellent ad content with poor landing pages. Your landing page should be easy to navigate, aligned with your ad’s promise, and optimised for mobile. For example, if your ad promotes ‘24/7 Alarm Monitoring’, the landing page should immediately highlight how to engage those services, encouraging a seamless experience for prospective clients.
- Ensure contact forms or phone numbers are visible and easy to use.
- Match the design and messaging of the landing page to the ad for consistency.
Conclusion
Diving into PPC doesn’t have to be intimidating. By being cautious of these common pitfalls, you can fine-tune your strategy and see your security company thrive in the digital space. Remember, consistent monitoring and adjustments are key to a successful campaign. If you steer clear of these frequent mistakes, you’re steering toward success.
Feeling like you need some extra help? Consider getting guidance from experts. Boost your company’s visibility and success with Wired Media’s PPC management for Security Companies. All the best in enhancing your digital marketing strategies!
