Pay per click, or PPC for short, is a great advertising method. It can drive traffic to your site, and help line your pockets with money. PPC is relatively new, but if you want to make money online, you’d better get up to speed fast. Because this advertising method is relatively new, online business owners make some mistakes when developing their PPC campaign. In this article, we’ll have a look at some of those mistakes, and explain how to avoid them.
Landing Page Confusion
Many business owners use their home page as a landing page, which is a huge mistake. They think it’s a good idea. After all, it is the doorway to their site, right? Yes, it is the doorway to your site, and it does serve its own purpose. However, if someone clicks on a specific keyword, they are looking for a specific item. That keyword should land them on the page that will be most useful to them. Don’t make them scroll through your entire site in order to find the merchandise they’re looking for.
Combining Products
Your PPC campaign, which usually engenders a website, should be geared to one product and one product only. Don’t combine products on one landing page. Keep it specific, and make sure that it offers your customer what he or she is searching for. Combining different products on the same landing page is a near fatal mistake that can cost you a lot of money.
Poorly Written Ads
Every single word of your PPC ad is crucial. It should contain your keywords, the title should peak the readers interest, and frivolous statements, such as “Operating since 1900’s,” should be left out. Google only allows an ad to have a maximum of 70 characters. The other major search engines allow for similar amounts of characters, but the important thing to remember is that you don’t have a lot of space to get your message across.
Your title should contain your keyword, and the first sentence should outline for the searcher the benefit they can expect when they click on your ad. The second sentence should be aimed at pointing out the difference between your company and your competitions. What sets your company apart? The last line should be a kind of call to action. Perhaps offer a free deal, or highlight a product with a discounted rate.
Test Your Ad
Don’t just write one PPC ad. Once you’ve won a bid for your keyword, you should write multiple ads using that keyword, and test their effectiveness. Once you have a good idea which ads are the most effective, cut out the other ones and go with the ads that work.
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