Pay Per Click (PPC) advertising is the greatest advertising breakthrough so far today. It is because of its ability to specifically target prospective clients based on interest and geography, the ability to tightly control your advertising budget, and to precisely measure the results and revenues. Contrary to TV advertising and other means of advertising which are quite costly, Pay Per Click is much more reasonable for small to medium size businesses to market their products or services.
However, there are so many things you must learn before you hop into the PPC boat. To make your online advertising campaign as effective as it can be includes preventing the 5 popular PPC advertising mistakes.
1. You Home Page Shouldn’t Be your Landing Page. Whatever search engine you use for your campaign, be it Google, Yahoo or MSN, you can choose where to turn your prospective customers when they click your ad. When the prospective customer clicks your ad, he is looking for something very specific that’s why he entered that keyword in the search box. If you let them land on your home page, it’s equivalent to not giving them precisely what they want and notifying them it’s somewhere else. You need to design a specific landing page where you can present your customers with exactly what they are looking for when they clicked your ad. You should target your keywords on your landing page as you did on your PPC ad. This increases the likelihood that your visitor will not just be another visitor, but be an actual buyer.
2. Not Customizing your Landing Page. To struggle to combine several products or services into one landing page is a usual mistake entrepreneurs create. To lead your prospect to the page he is looking for; make sure to alter your landing page targeted to the specific keyword written on your PPC advert. This will make you gain another customer because there is no confusion whether your visitor is in the right place.
3. Don’t Create Generic Ad Copy. For each PPC advert, you only get to have 70 characters for Google and 90 characters (with spaces) for Yahoo. Make the most out of this valuable online real estate by targeting the specific keywords your prospective clients are entering to find the products or services they are looking for. Don’t include meaningless words and generic statements that don’t make your PPC ad stand out. Your headline must be captivating and should include your main keyword. The next line of your ad should contain the biggest benefit that your customers will get from you. This sets you apart from the competition. The third line should be a special feature of your product or service like a discount or freebie. By optimizing your keywords on your PPC ad, you’re most possibly to turn those clicks into cash.
4. Not Getting Top Enough Placements with your Bids. You couldn’t bid high enough on those keywords top placements on the search engines, which would make you miss out on a good percentage of clicks that could have been yours if don’t closely your keywords to the specific product or service. With your PPC campaign, target your keywords and bid high enough to secure a top spot, ensuring that people entering your targeted keyword will find your website, rather than your competitors.
5. Not Testing your Ads. All of the major search engines provide split testing of your ads. This means that you can create variations of your ad so that you can assess different ad copy to determine which works best. Don’t just choose a keyword and write one PPC ad to display, but write multiple ads and try to beat the previous ad. Since they tend to realize what their buyers are exactly searching for, advertisers who experiments with their adverts have a more fruitful Pay Per Click campaign.
Filed under: Internet Tagged: | Advertising, Faults, Pay Per Click, PPC
