Common PPC Advertising Mistakes And How To Avoid Them
by: BrianBasch |
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Any form of advertising that allows you to target prospects by interest and location, like pay per click advertising does, has got to be one of the best advertising options available. You can measure your results precisely, and even control how much you spend. It's also affordable for small business owners who compare it to other options like television and radio.
Of course PPC has its negatives, what doesn't. Most of the problems people encounter with pay per click is when they go in headfirst without devising a plan. Their first ad campaign often results in hundreds or thousands of dollars wasted. There are books out there that can help and an ocean of helpful articles on the web.
Starting up is easy enough, anyone can get involved without having to sit down with a manual for a few days. There are a few basic tips, though, for anyone thinking about experimenting with pay per click it's a good idea to examine them close. The majority of mistakes are really easy to fix so that PPC campaigns can get back on track fast. This is a small list of the most common mistakes people make, and how to fix them.
1. The most common error is using your home page as the landing page. It doesn't matter what search engine you're using as a base for your campaign. While it seems logical to send prospective sales to your website's homepage, it can detract from your sales. Here's how.
That's because people who click on your ad are looking for something very specific. Their keyword search brought them to your ad. Instead of bringing them to the home page of your site, create a landing page. That allows you to present customers with just what they're looking for. Focus each landing page tightly on the keywords you're using in your ad, and don't include other links or distractions.
2. Poorly customized landing pages. Make no mistakes about it, the landing page should relate directly to the ad and vice versa. The minute a potential customer gets confused or thinks they have gotten lost they will immediately exit back to the search. Your customer must be able to find what he or she is looking for, so advertised products or services should have their own landing page that addresses the keywords used in your ads.
3. Use of generic ad copy. You don't have a lot of space to work with when it comes to PPC ads. That means that you can't use phrases without meaning, such as "quality service". Even if these statements are true, they don't help bring in your prospects. Write your ad including specific keywords that potential customers will enter to find you. Use the main keyword in a captivating headline, and follow it up with the biggest benefit you can give your customers. Line three should include special features of the product or service, or an offer/discount. Specific keywords mean more clicks, and more effective clicks.
4. Low bids. Different search engines use different methods to determine where your ad goes. Yahoo and Google use the relevancy of your ad and the bid price to determine your positioning. It's a big mistake to not aim for one of those first few advertising positions, as much as 85 percent of people click on the first three on the list. So you need to put some careful thought into your ad to get the best results.
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About the Author
If the time has come for you to stop making costly mistakes when it comes to your pay per click campaign management, you should hire ProPayPerClickManagement.com to handle your ppc marketing. Offering years of experience and recognized as a adwords expert, Brian Basch guides your company to gain more from pay per click. Visit today and sign up for an analysis of your ppc strategy.
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