5 Costly Pay Per Click Mistakes To Avoid At All Cost
By: Mindy Benkert | Posted: 20th March 2008
Pay-Per-Click marketing can be a powerful tool to launch your
business, increase awareness, and increase conversion rates
but it can also have a costly trial and error period. Read on to
learn about the most common PPC mistakes so you can avoid
them and launch your campaign on the road to success
immediately.
Mistake #1 Missing the long tail keywords.
Don’t bid on every keyword variation that you can think of.
You’ll spend a lot of money for very few conversions. Instead,
focus on long tail keywords – keywords that are highly focused.
For example, the keyword ‘shoes’ is too generic and while you’ll
receive an abundance of clicks, you’ll likely receive very few
conversions simply because people are rarely searching for
‘shoes’ they’re more likely searching for ‘distance running
shoes’, ‘custom made Italian leather shoes’, ‘infant walking
shoes’ etc…
Focusing on the long tail keywords also means that you’ll pay
less per click because there is less competition for those words
and your conversion rate will likely be higher because you’re
hitting a more targeted customer. Don’t forget that people are
often searching for local providers and you can add your city or
state into your pay per click campaign. For example, ‘distance
running shoes, Austin TX’.
Mistake #2 Not including your ad copy on your landing page.
Make sure that your ad copy is repeated on your landing page
where you’re taking your visitor. If you’re advertising a 50% off
sale then that’s what people will be looking for. If your copy
doesn’t immediately address the information clearly, your visitor
will leave.
Mistake #3 Not using your creative mind.
Many marketers are afraid to step outside of the box. Instead
they merely copy ads that they see from their competition.
That’s not a good way to achieve results. If you want to see
your click through rates sky rocket, then unleash your creative
side and don’t be afraid to take risks. The worst thing that’s
going to happen is your pay per click ad will be ignored.
Instead, look to identify what is unique about your product or
service and what benefit people will receive when they
purchase.
Still struggling for a creative ad? Consider using the seasons in
your ad copy. You can advertise a "holiday special", a summer
blowout, a clear away the mid winter blahs, etc…Your ad copy
will stand out from the others, it will be timely, and your click
through rate will increase.
Mistake #4 Not bidding on your business name.
This is a very cost effective means of getting more impressions.
Consider bidding on your name and your name and geographic
region. Not only will you receive more impressions but you’ll be
able to clearly see how many people are searching for your
business and you can use this statistic to gauge growth.
Note: If your competition is targeting your company name as a
keyword, consider taking legal action. Report them to the
search engine in question and draft a letter asking them to
stop.
Mistake #5 Failing to track and test.
When you set up your ad campaign, utilize the learning tools
available to set your campaign up correctly from the beginning.
There are numerous tools to track every visit to your site by the
exact keyword, campaign and ad group used. This tracking and
testing can be done by establishing variables or by integrating
the pay per click campaign into your website analytics software.
Don’t forget to look at more than the click through rate.
Conversion rates are the real money makers. An ad that has a
50% click through rate but a 1% conversion rate compared to
an ad with a 20% CTR and a 20% conversion rate costs
significantly more for less profits.
About the author:
Mindy Benkert is a successful internet marketer and mom. In her Free E-Course, she shares 10 Proven Ways To Quickly and Easily
Promote Your Business. Sign up today!
About the Author
Mindy Benkert is a successful internet marketer and mom. Mindy wants to teach you step-by-step her 10 Power Packed Marketing Techniques to promote any business to success! Oh, did I mention, she will do it for free? Do you want to know How to Promote Your Business to SUCCESS! Sign up for her FREE E-Course today and learn the Business Promotion Unleashed System at http://www.BusinessPromotionUnleashed.com!
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Tags: marketing, conversions, marketers, mistake, pay per click, variation, abundance, conversion rate, pay per click campaign, trial and error, running shoes, sky rocket, creative mind, walking shoes, leather shoes, business increase, italian leather, austin tx