How to fix the 4 most common PPC marketing mistakes.
Pay Per Click advertising can be targeted with pin point accuracy to your client base using their interests and geography. In many people opinion PPC marketing is the best and fastest method available for small businesses. With PPc marketing you can create highly targeted traffic to your products or services literally overnight unlike conventional forms of advertising such as television and radio. Pay Per Click marketing is far more cheaper than conventional advertising therefore giving you better bang for you buck
A first glance PPC marketing may seem like an easy way to make some fast money, but that really isn’t the case. If you are inexperienced with PPC marketing setting up and running your campaign can be very costly if you do not do things properly.
Here are their most common PPC marketing mistakes and how to avoid them.
* Sending searchers to your home page is a mistake for most small businesses.
When you set up an online advertising campaign with Google, Yahoo!, or Bing you make the decision on what page that potential customer lands on after clicking on your ad. Running you business is much different online than it is at your physical store front. When a prospective customer clicks on your PPC ad they are looking for something specific, when they click on your ad you take them to your website that contains your product and service. For the best result you will want to create what is called a landing page that focuses on the keywords you are using for your PPC campaign,
* Writing Generic ad copy and wasting valuable real estate
With PPC marketing your ads have very little space to get your message across to your customers. So you need to know what you are doing. Every single character counts. Using words like quality, superior and excellent are costing you money. You need to target what your customers are looking for. Your customers are looking for what you can do for them not your business details so this is what your ad has to get across.
When you write your ad, you want to make sure you are targeting a specific keyword that your customers are searching for. You need to include the keyword in your ad headline, your headline need to be catchy and be able to captivate your customers so it makes them want to click on your as. The next few line should display the value you are offering to your customer. What really makes you better than your completion? If your write a great ad copy you will increase you’re clicks and position therefore you will have better traffic flow.
* You have to secure high placement with your ads to score
Search engines all use different method of determining your ads position and the impressions they get. For example google uses a combination of your ad relevancy and the price you are biding for your keyword. You should bid accordingly and use tightly targeted keywords in your ads and landing pages to secure top positions for the lowest possible cost.
* Continue to test and Optimize for lasting results
Once you have your landing page optimized, know the key words you want to target and are writing brilliant ad copy you begin fighting for that number one spot. When you get there do not get comfortable. Your competitors will notice a loss in profit when you take over and will work diligently to cut back in front of you.
One mistake most small businesses make is once they get they campaigns working they stop testing then and just let there campaigns run. That BIG mistake. To stay on top you will want to test other campaigns, add new keywords in an existing campaign and split test your ads. By optimizing you will also find keywords that aren’t working anymore and are costing you money with no results. Edit and add, edit and add…
You will also want to continue to revise your ad copy, write new ads and run them in traffic. Keep the ad that’s working the best for you running but also try to write an ad that works better. Over time you will have a folder full of industry specific ads that make you money when used with various keywords, ad groups and landing pages.
Hope this has been helpful. Leave comments telling me about your PPC experience or where you may be having trouble! Good Luck!
