A growing trend in the world of marketing is PPC (pay per click) advertising. These days, people value traffic on their site more than anything else. Why shouldn’t they? The more traffic they gain, the more sales and income they can make. This method of advertising is a quick and relatively easy way to make sure that you get unique visitors coming to your site. One of the main advantages to this type of campaign is that it is low-cost when you compare it to other methods. You only have to pay a fee when someone clicks on your link, hence the name – pay per click. If you want to avoid paying for a subscription contract, this method might be the best one for you.
While PPC campaigns might seem straightforward, they can be a nightmare if you get them wrong. The point is that you want to attract the right customers to your site, which means that you have to tailor your keywords. There are a multitude of risks associated with the form of advertising, especially if you are new to the field. Don’t panic, though, because you can learn as you go. As with many modern digital campaigns, there is a wealth of information about this one online. First, let’s start with the basics. Here are five pay per click mistakes that you will have to avoid when you start.
1. Not split-testing your ad words and text
Split-testing might sound difficult, but it is straightforward once you learn about it. If you want your campaign to be a success, you need to get the best possible results for your site. Before you launch a campaign, you should split-test it to see how well it will work for your key demographic. Sometimes, that means that the process will take a little longer than you first expected it to, but you should not let that put you off.
Most PPC engines have a split-testing function, which means that you can see which keywords and phrases work best for you. The wording you use has to attract users and work for them. In the testing process, you can determine whether the text will be a hit with the audience or not. Most engines use complex algorithms to decide what words are best for a campaign.
2. Directing users to your homepage
For some reason, many businessmen think that the best way to get traffic is to send people straight to the homepage of their site. Doing so doesn’t make much sense at all, given that the homepage has little to no content on it. When a user has clicked on your link, they want specific information or a particular product. People want things quickly online – they don’t want to have to go through your entire web page to find what they need. The chances are, if you direct people to your homepage, you will have a massive bounce rate. That means that people will leave your site the moment after it loads. If the link says something like “new Mac computer”, make sure that it directs users to the product page, not the homepage. Simple.
3. Directing users to your contact page
While we are on the subject of where your links send people, it is worth noting that you should never send people to your contact page. You might think that doing so is an intelligent way to get some much-needed market research, but it is not. Users are unlikely to give you their contact details straight away – this is something you have to work to gain. Also, the fact that you have taken them to a random page will annoy them. In general, people don’t have hours to waste browsing the internet. They want their information fast so that they can move onto the next thing on their list. If you make people subscribe before you give them anything, they will leave your page. You should keep this in mind when choosing where each link will direct users. The last thing you want to do is alienate people before they have had a chance to look at your site.
4. Making the keywords too broad
This mistake is one of the most common, and so you need to beware of it. You might think that the best way to get traffic is to use a broad match keyword ad campaign. That means that when a user searches for something like your keywords, you might pop-up as well. Sure, this method means that many users see you, but it also means that you are not what they want. It is much better to gain the attention of users who need your services than those who don’t. In general, you are unlikely to change someone’s mind online. That means converting people into customers is almost impossible.
You want to reach people who are ready to buy your services. That is why you need specific search terms. With specific words and phrases, you can handpick the people who click your link. That means that you can select customers who are willing to buy things from you, rather than random users. Traffic isn’t everything – sales is.
5. Not making use of negative keywords
Again, you want to avoid attracting users who are of no use to you or your company. That is where the use of negative keywords comes into play. Most people will pay no attention to negative text because they think it doesn’t matter. It does. If you make a list of negative keywords, you can avoid attracting the wrong demographic to your site. That way when a search includes one of those phrases or words, your link will not appear. This method means that you don’t have to pay when a user, who is looking for different terms, clicks on your link.
It is crucial that you understand the basic principles of PPC campaigns before you embark on one. Only then, can you be sure that yours will be a success. So long as you avoid these mistakes, you should be well on your way to launching an efficient campaign.