#commonproblems

If a PPC campaign does not yield the desired results, it may not have been implemented properly. Both new and experienced marketers can face a few common problems. Here is a list of PPC issues you need to avoid.

1.     Underestimating Intent Signals

Intent signals represent the online behaviour of a user. They include the information that is searched by the user along with the specifics – their location, timing, activities, and other factors. Without assessing various intent signals in your PPC targeting, the performance of the campaign is prone to inefficiency. You have to delve deeper into the disparate channels used by your prospects for engaging in different phases of the sales funnel. Subsequently, you can utilise that information with your PPC ads, offering customised ads to your potential customers. Traditionally, experts believe that if a user searched a product, then it is a valuable intent signal. However, modern-data customer interactions are self-serving and non-linear. This means that if a user watched a 30-minute video on your website explaining how your product works, its intent cannot be compared with another user who types a search query of your product on Google.

2.     Overlooking Geo-Targeting

All major search engines provide the capability of incorporating geo-targeting in PPC ads. From a psychological point of view, customers feel more attracted to a local ad. However, many marketers don’t specify their location (city/state) and thus fail to generate leads from an excellent opportunity.

3.     Struggling with Keywords

Keyword research is the focal point of your online marketing. If you cannot apply keyword research to your PPC ad campaigns, you can miss out on massive gains. All industries have their list of generic keywords. The use of long-tail unique keywords can tempt others to click on your ads. For instance, if you manage a clothing brand, you cannot go for a keyword like “fur coat.” Since a lot of rivals are already focusing heavily on this common keyword, your campaigns should use a more distinct keyword like “fur coats in New York City” or “real chinchilla fur coat.” This strategy not only brings the relevant audience to your online brand, but it is also considerably cheaper than other options. Negative keywords are integral in PPC ad campaigns as well. You can use them to ensure that Google does not display your ads for a host of irrelevant search queries.

4.     Falling into Click Fraud

Approximate age from 12 to 18 years of age.  In Erik Erikson’s psychosocial stages this is the “Identity versus Role Confusion”.  This is a major stage of development where the child has to learn the roles he will occupy as an adult. It is during this stage that the adolescent will re-examine his identity and try to find out exactly who he or she is. Erikson suggests that two identities are involved: the sexual and the occupational. According to Bee (1992), what should happen at the end of this stage is “a reintegrated sense of self, of what one wants to do or be, and of one’s appropriate sex role”. During this stage the body image of the adolescent changes. Erikson claims that the adolescent may feel uncomfortable about their body for a while until they can adapt and “grow into” the changes. Success in this stage will lead to the virtue of fidelity. In response to role confusion or identity crisis, an adolescent may begin to experiment with different lifestyles (e.g., work, education or political activities). Also pressuring someone into an identity can result in rebellion in the form of establishing a negative identity, and in addition to this feeling of unhappiness. This is the most exciting stage of human development; this stage is the middle of childhood and adulthood. In this stage, there are two major brain growth spurts: the first between ages 13 and 15 and the second between ages 17 and 19. This is the period during which adolescents reach sexual maturity and become capable of reproduction also known as “puberty”.  In girls, mature sexuality is achieved as early as 12 or 13 years old. Sexual maturity is achieved later in boys, with the growth spurt occurring a year or more after the start of genital changes. The risk of premarital sex will occur in this stage also, according to the book that I‘ve read teens have sexual intercourse by the time they reach their last year of high school. We can say that adolescence is the riskiest stage of human development; in this stage, we will be more curious about the things that surround us, especially those things that can affect our future. According to Freud adolescent are in the genital stage, a period during which sexual maturity is reached. According to Kohlberg “Moral Development”, he proposed six stages of moral reasoning, organized into three levels. The pre-conventional, conventional, and post-conventional reasoning that may occur in the adolescence stage.