|Original Internet Design|
|Original Internet Design|
Pay per click advertising can be an immensely useful marketing tool when done correctly.
It can be modified to suit most budgets and allows businesses to specifically target their desired audience. There is, however, a flip side. Common mistakes made by many PPC users can easily result in lost revenue and wasted time. We have therefore compiled a list of 5 suggestions to help you maximise your PPC potential.
Suggestion 1: Send searchers to the right page!
You’ve spent all this time creating keywords and advertisements for your business - but they all link back to your homepage! Why is this a problem?
Example: You sell and repair jewellery. A potential customer is looking for a necklace for his mother. He sees your ad offering 20% off all necklaces this month... and lands on your homepage. He’s not interested in the rest of your jewellery or the fact that you repair watches! He just wants to buy a necklace!
The customer clicked on a link that he thought would take him to a place where he could buy necklaces. He saw the baited hook. By forcing him to click through pages like home -> jewellery -> womens -> necklaces before he can even think about making a purchase, you’re wasting his time. In the worst case scenario, he just clicks the back button and goes back to the search engine.
By effectively targeting landing pages for your customers you’re baiting the hook and reeling them in. Why not send the customer straight to the necklace page? He might spot the perfect item instantly and purchase it while it’s still discounted!
Suggestion 2: Have a brand? Use it!
For some reason companies decide to promote their product or service generically when it comes to PPC advertising. They have their brand name emblazoned all over their car, their website, their products and in the Yellow Pages but when it comes to Internet ads... they’ve suddenly come over all shy. Sound familiar?
Don’t underestimate the value of name recognition. Yes, it is important to ensure that your ads and keywords reflect the service/products you offer - but having your brand name out there can only benefit your company further. Many customers find a brand they trust and are loyal to that one. That repeat business often makes up a significant percentage of a company’s total revenue.
Get on that gravy train now and utilise both brand-named and generic advertisements for your company.
Suggestion 3: Remember your negative keywords!
You’ll probably have been advised to include broad search terms and so-called ‘typos’ when thinking up your keywords. This can be a double-edged sword as it can increase the number of views you receive whilst at the same time directing the wrong type of traffic your way.
Example: You’re a mechanic. One of your keyword combinations is ‘car repair services’. Your broad match then results in you receiving matches for other services based on the keyword ‘repair’ - terms like ‘hair repair’ or ‘jewellery repair’. You can mark ‘hair’ and ‘jewellery’ as negative keywords to make sure that your site never appears for people who enter those search terms.
You don’t want someone who’s after conditioner to click on your ad - it will cost you money and you won’t make a conversion.
If you’re not sure where to start, your Google Analytics report is the place. Also check your Adwords and see whether people who are searching for unrelated businesses are landing on your pages. That should give you a good place to begin hunting for discrepancies between useful and unnecessary keywords.
Suggestion 4: Separate your campaigns into search and content!
People who are searching for products are generally looking to buy right away, whereas people who are looking at content are usually just reviewing their options at that point in time. Bear this in mind when creating ad campaigns.
Target buyers specifically by advertising your products, prices and current specials. Meanwhile you can increase your browsing audience by referring to your mission statement, general services and any other content relevant to your business.
Then review the statistics for both types of advertising separately so that you can tweak each campaign more precisely.
Suggestion 5: Don’t rest on your laurels!
Once you’ve honed your PPC advertising to the degree that you feel is perfect, you may well be tempted to just let it rest. Don’t! The economy and subsequent buyer behaviour are constantly changing and you need to stay on top of current trends.
By consistently checking your stat reports and making adjustments to keywords and text ads as required, you have a much better chance of continuous targeted advertising whilst retaining control of your PPC spending. Good luck!
By Sabrina Cheetham