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There is a place for Pay-Per-Click Advertising, and It
requires strong understanding of Google Adwords
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Pay per click advertising has it's place on the
definition of PPC). Implementing pay per click campaigns have one main
advantage, instant advertising! This type of advertising is a beneficial
method for test branding or calls to action for specific product offers.
If the pay per click campaign advertising is implemented correctly, pay
per click can generate high quality leads.
The problem with pay-per-click is if your not familiar with the graphical user interface or do not possess a true understanding of control, pay per click can be a black hole for any companies budget. Its very easy to inadvertently drive unqualified or undesired traffic to your website via Pay-Per-Click advertising.
So what are the most common mistakes many companies make when creating a ppc campaign?
Bid on the wrong keywords
Many companies feel they know their keywords without the need to research and understand the difference between broad spectrum keywords and true target keywords. If your company decides to implement a pay-per-click advertising campaign, one of the quickest methods of wasting advertising funds is by selecting the improper keywords. The intention of selecting good keywords is there, however many times those keywords are not the most beneficial keywords. Sure, you'll receive increased traffic to your website, however the ratio of untargeted traffic will far out weigh the intended targeted traffic.
How to create a successful pay per click campaign
Managed Pay per click CAMPAIGNS
Pay-Per-Click Management Systems
We are a team of web designers, Internet Marketing Strategists with extensive experience in pay-per-click management. We posses a unique skill set for web design, internet marketing and search engine optimization.
We deliver quality service in a timely manner
We exceed your expectations by providing quality service in budgeted cost effective manner.
First you will need time. Time to increase your knowledge and
understand utilizing website analysis tools such as analytics. A good
website analytics platform will display for
you the search engine terms that your potential customers are using to find your website. This gives you a great starting point for your pay per click
If you decide to use tools such as Google analytics, take advantage
of Google’s Keyword Tool. This tool can offer several great suggestions
keywords based on your existing website and/or variations of terms you may have already identified as important. Also, ask your customers!
More often than not your customers and prospects will be more than happy to tell you how they phrase their needs when using search engines.
Based on your existing customer responses, you can create your own analytics.
Start out with only two pay per click advertisements
Allow yourself time to gain knowledge and understand the interface of
any pay per click control panel. As a pay per click advertiser you have
the opportunity to lower your cost per click and increase click through
rates by testing variations of your advertising copy. In fact, many pay
per click advertising campaign platforms allow you to have your best
performing advertisements display more frequently. However it is very
easy to start
with one or two ads that you believe are relevant to your target audience and either remove or lower your bids for other keywords. By not adding
a wider variety of advertisements, you’re limiting your ability to test and optimize your pay per click campaigns. You could ultimately end up with
a less effective and more expensive campaign because of it.
There is possibly one thing worse than running only one advertisement on your pay per click campaign and that is showing irrelevant advertisements to your target audience? Most pay per click platforms give the providers the tools they need to categorize your priority keywords and advertisements into several campaigns and/or advertisement groups. Not only does this give you the opportunity to limit the display of your birthday cake ads to prospects searching for terms related to “birthday cakes”, but you can also break up your keywords and advertisement campaigns into several campaigns to vary your strategy on a regional basis, by keywords or time of day.
Drive your traffic to your homepage
While its not inconceivable that your website might be extremely relevant to the specific advertisement or search term intended for your interested prospect, don't drive your traffic to your inner pages of your website. This could possibly cause your prospective customer to "bounce" out of your website since most prospects would like to learn more about your company and only end up clicking on your home page anyway, if they have the time. What also commonly happens is, inner pages are changed and your pay per click advertisement is still pointing to a non-existent webpage on your website.
Make it a point to always have your pay per click advertisement direct users to a landing page (homepage) that is relevant to their search term or the advertisement. Have a clear call to action that offers true value to your prospect and directly related to the keyword search.
test your pay per click advertisement and optimize accordingly
Pay per click advertising requires the constant management attention
to increase the ratio of conversion over bounce and/or loss of
prospects. The basis of pay per click is your paying your ppc provider
when a prospect clicks on your advertisement, this should be your
incentive to increase the relevancy and remove the advertisements that
are not converting well in order to increase the number of high quality
prospects and lower your campaign costs. To do this well you need to
test a variety of offerings, copy, calls-to-action and a combination of
graphics and/or website design attributes in order to maximize your
return on investment.
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