Because it allows you to target prospects specifically by interest and location, pay per click advertising, or PPC, is one of the best options available. You can measure results precisely, and control ad spending, too. It's also more affordable for small business owners than many other options, including billboards, television and radio.
Of course, like any other form of advertising, PPC has its pitfalls. Launching your first ad campaign without a good plan could result in hundreds or thousands of dollars in wasted ads while you learn what to do and what not do to. There are whole books on the details of a good pay per click campaign out there.
However, getting things off the ground doesn't require a book worth of information. There are a few basic PPC mistakes that most business owners make when they start out. They're easy to fix, and repairing these problems can increase your PPC campaign's effectiveness dramatically. Here are the most common errors 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.
People who click on your ad are looking for something very specific. It was their keyword search that brought them to your ad, so lead them straight to the sale when they click. Landing pages work, they allow you to present your customers with exactly what they're looking for. Focus your landing pages on keywords you're using in your advertisements.
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 bid placement. All search engines use their own methods for determining where to put your ad. Yahoo and Google use a combination of the relevancy of your ad, and your bid price. One big mistake that many people make is not tightly targeting keywords enough to get top placement. As much as eighty-five percent of all PPC clicks happen on ads in one of the top three positions. If you can't focus your ads tightly enough to get that top spot, you're missing out on a lot of traffic. - 15431
Of course, like any other form of advertising, PPC has its pitfalls. Launching your first ad campaign without a good plan could result in hundreds or thousands of dollars in wasted ads while you learn what to do and what not do to. There are whole books on the details of a good pay per click campaign out there.
However, getting things off the ground doesn't require a book worth of information. There are a few basic PPC mistakes that most business owners make when they start out. They're easy to fix, and repairing these problems can increase your PPC campaign's effectiveness dramatically. Here are the most common errors 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.
People who click on your ad are looking for something very specific. It was their keyword search that brought them to your ad, so lead them straight to the sale when they click. Landing pages work, they allow you to present your customers with exactly what they're looking for. Focus your landing pages on keywords you're using in your advertisements.
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 bid placement. All search engines use their own methods for determining where to put your ad. Yahoo and Google use a combination of the relevancy of your ad, and your bid price. One big mistake that many people make is not tightly targeting keywords enough to get top placement. As much as eighty-five percent of all PPC clicks happen on ads in one of the top three positions. If you can't focus your ads tightly enough to get that top spot, you're missing out on a lot of traffic. - 15431
About the Author:
If the time has come for you to stop making costly mistakes when it comes to your ppc management, you should hire ProPayPerClickManagement.com to handle your ppc marketing. Offering years of experience and recognized as a adwords expert, Brian Basch leads the way for your company to gain more from pay per click. Go there now and sign up for an analysis of your ppc strategy.
