This article aims to help out both start-up and long-time business owners to get value out of PPC advertising. Pay-Per-Click or PPC advertising is a search engine marketing technique that requires you to pay a fee every time someone clicks to your website from an ad you’ve placed in a search engine’s results.
Here are the advantages of pay-per-click advertising:
•Highly measurable
•Cost efficient than offline advertising
•Brings more targeted traffic – since people who search for particular buys have qualified intentions of purchase
•You have near absolute control
The more you agree to pay per click (or bid) for a specific keyword and the more effective your ad, the higher your site will rank in the paid search results. PPC programs are getting more competitive and more expensive.
Therefore, no matter how overwhelming and complex the process, it’s critical to have an effective pay per click management strategy in place. PPC campaign management involves ongoing planning, execution, measurement and analysis.
Here are some of the Top Four PPC Mistakes:
•size-fits-all ads – very poor customization of ad copies for each ad group
•Bad Landing Page experience – like pointing specific visitor traffic to a very generic page (like your home page), and leading visitors to dead-end pages.
•No negative keywords
•You are not tracking results – you don’t know your maximum Cost per Click or CPC!
Aside from refraining in committing these mistakes, it is ideal to follow the pay-per-click advertising best practices:
•Build good campaign history – start off with your most important keywords. Check which are giving you profits, then bid for these good keywords at a higher price.
•Target low-hanging keywords – those with significant traffic volume but has less competition
•Increase CTR or click-through-rate via creative ads – also, make creative display URLs
•Segment keywords and Networks – separate keywords in the search and content networks. You can use your Analytics Tool to identify converting keywords
•Learn to throttle your campaign – take note of time zones, holidays, and seasonality
The Web market in this modern day and age, challenges businesses to set themselves apart by doing
PPC advertising as their marketing game.
