Are you making these 5 common pay per click mistakes in your small business
Are You Making These 5 Common Pay-per-click Mistakes In Your Small Business?
Because of the ability to specifically target your unique prospects based on interest as well as geography, the ability to tightly control your ad spend and to precisely measure results, Pay-Per-Click (PPC) is probably the greatest breakthrough to come along in advertising since the launch of television. And, because of those same benefits, its much more affordable for the small to mid-size business owner to leverage for their business (as compared with television and many ...
Small Business Marketing,Small Business Internet Marketing
Because of the ability to specifically target your unique prospects based on interest as well as geography, the ability to tightly control your ad spend and to precisely measure results, Pay-Per-Click (PPC) is probably the greatest breakthrough to come along in advertising since the launch of television. And, because of those same benefits, its much more affordable for the small to mid-size business owner to leverage for their business (as compared with television and many other advertising alternatives).
That being said, PPC is not as easy as it seems at first glance. Business owners looking to launch their first campaign will quickly discover how easily they can spend hundreds and even thousands of dollars in wasted efforts while they learn to navigate the PPC waters.
While entire books have been written on the ins-and-outs of pay-per-click advertising, there are 5 common mistakes that I see business owners making when Im asked to evaluate their pay-per-click campaign strategies. These mistakes are easy to fix, and doing so will dramatically increase the effectiveness of your pay-per-click campaign!
The 5 most common PPC mistakes are:
1. Using your home page as the landing page. No matter which search engine you use for your campaign Google, Yahoo!, MSN or any other you can decide where to direct your new customers when they click on your ad. The most common mistake I see business owners make when they launch their PPC campaign is directing those clicks to their home page. The thinking seems to be that their home page is equivalent to the front door of their business, and they want their new customers to walk through but thats where they go wrong. With PPC advertising, your prospect is searching for something highly specific thats the keyword theyve entered into the search engine. Having them land at your home page is the equivalent of having them ask you for a specific item in your store, and you telling them its in here somewhere, its up to you to find it. Obviously you wouldnt do that in person with your customers and you dont want to do it online, either. By designing whats known as a landing page
2. Not customizing your landing page to your prospects keyword searches. The way an ideal PPC campaign works is something like this: a prospect enters a search term for my business it might be e-mail marketing. They are presented with my PPC ad with e-mail marketing in the headline AND the ad copy. My prospect clicks on my ad and is taken to my landing page that is all about e-mail marketing. (I will have bid on both e-mail marketing and email marketing to capture searchers entering it both ways). The likelihood that my prospect will become a customer is high, because there is no confusion about what the page is about no wondering if hes in the right place or if we offer what he is looking for. A common mistake I see business owners making with their PPC campaigns is to try to combine several products or services into one landing page. This leads to frustration when your searcher clicks on your ad and lands on a page that they arent sure offers what they are specifically looking f
3. Using generic ad copy in your PPC ads. The tricky thing with PPC ads is you dont have much real estate to work with. Google allows just 70 characters; Yahoo allows 190 characters (with spaces) in a text ad. When every single word counts, you cant afford to use meaningless words like high quality service, or established in 1903. While these statements may be true about your business, they dont target the specific searches your prospects are entering to find the products and services they are looking for. A mistake I see clients make in their PPC ads is to include these type of generic statements that dont set their business apart. When you are writing your ad, youll want to include specific keywords that your prospects will likely enter to find what you have to offer. Your headline must be captivating and should include your main keyword. The next line of your ad should contain the single biggest benefit you offer to your customers. What sets your company apart from your competitors?
4. Not securing high enough placement with your bids. All of the search engines use a slightly different method for determining the position for your ad. Google and Yahoo use a combination of ad relevancy (how relevant your ad is to the keywords youve bid on and the landing page you present to your visitors) and bid price. A big mistake I notice my clients making is not targeting their keywords tightly enough and specific enough to their product or service to allow them to bid high enough on those keywords to secure top placement on the search engines. Its estimated that 85% of all PPC clicks occur on ads that appear in one of the top 3 positions on the page. That means, if you arent working hard to find keywords that are specific enough to your niche and not bidding high enough to secure a top spot, you are missing out on a good portion of the clicks that could be yours. Use a keyword tool such as Wordtracker to research keywo
5. Not testing your ads to determine their effectiveness. While there is a formula for crafting an effective PPC ad, slight changes even changing one word can have a dramatic impact on your click-through-rate (the percentage of people who click on your ad as compared with the number who see it). A mistake I see business owners making with their campaigns is to choose their keywords and then write only one PPC ad to display. All of the major search engines offer the capability of creating ad variations so that you can test different ad copy to determine what works best. This is known as split testing or A/B testing, as you are comparing the results of two different ads for the same keywords. Google will alternate the ads for you, and youll easily be able to see which ad performs better by looking at your click-through-rate. When you find an ad that outperforms another, that ad becomes your control or the ad to beat. Put the under-performing ad on hold and create another version, c
Pay-per-click advertising has enormous benefits for the small to mid-size business owner. Avoiding these 5 common mistakes will help you save money and quickly turn clicks into customers and increased profits when you launch your next PPC campaign.
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