Common Pay per Click Mistakes to Avoid

Pay per click is one of the fastest ways to draw more customers to one’s website. Tools like Google Adwords allow business owners and webmasters to place ads in the sponsored section of search engine results pages, paying a fee every time one clicks on their ads. It seems straightforward, but if not executed properly, can result in a costly campaign without much in the way of results. An effective pay per click policy is one that avoids the following common mistakes;

Sending a visitor to the homepage

No Utah SEO company will allow their clients to send visitors to their homepage when using pay per click advertising. Imagine advertising an item and having a link that sends users to the company home page. The user will then have to navigate through the homepage and find the exact make and model of what they were looking for before making a purchase. This is even if they will stick around long enough to do that. There is no use attracting the attention of the customer only to have them work harder to reach the goods they want. If possible, drive the pay per click customers to the landing pages they desire. Without a specific landing page, create a customer page with all the information a potential client might require.

Sending visitors to the contact page

When one sends visitors to their contacts page, it is equivalent to forcing them to opt-in or have submissions for lead generation. This not only frustrates them, but also reduces the chance of the business having conversions and sales. In fact, some search engines have guidelines that discourage having their customers require visitors to fill in forms for free things.

Ad Text

Some of the common mistakes any online marketing company will likely warn their clients against have to do with the formatting of the ad text. Every pay per click ad normally requires a little text with it. In order to avoid mistakes with the text, do not publish before testing. Create multiple versions of the ad text and test them for effectiveness, eventually settling on the one with the highest click through and conversion potential. Almost all the pay per click engines allow their clients to split test, with some even having algorithms that display the most useful versions.

Keyword types

Pay per click can be expensive, especially considering impact of the bidding process. This is why most people find themselves looking to capture an audience as wide as possible. However, broad matching keywords are not the way to go. Broad matching keywords are those that are displayed whenever either part or all of the keyword appears on a search query. They are more likely to be found, but most of the time will appear on searches that are irrelevant to the website or landing page. Instead, have more specific keywords. This will reduce the traffic potential, but will provide more meaningful results in the end.

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