The arguments for and against pay-per-click campaigns are plentiful, but the most important point is this: It works.
When done properly, it works. People who argue that PPC isn't worth the investment have probably never run a successful campaign. Most people will make a few mistakes when creating their first pay-per-click ad. These issues will become habitual if you don't correct them. Eventually, you'll write blogs about how PPC doesn't work.
You can stop that all right here with these 4 tips.
Choose Wise Keywords
For those top spots, you'll have to compete with your competitors, so you'll have to get creative. If you want to compete on those popular keywords, you need to pay more money. It's best to come up with better keyword choices unless you can afford that.
Think about your buyers before you slip into the obscure just to pay lower amounts per keyword.How will they find you?Make sure you don't just focus on the obvious choices.Don't select broad terms, but select long-tail keywords.
Likewise, you want to avoid situations where people click on your ads even though you're not what they're looking for. It happens when you don't use negative keywords or when you use the default broad match keyword type. Buyers will find your site after searching for something similar if you use a broad match. You'll be left with the bill once they realize you're not what they wanted.
You can filter out those looking for something specific by using negative keywords. As an example, if you sell tea kettles but don't offer electric versions, you might want to add a negative keyword to keep those searching for electric kettles away from your site. The more relevant visitors you have, the higher your price will be.
Understand and Optimize for the Quality Score
There is no excuse for not optimizing for Google's Quality Score if you don't understand it. Your price per click decreases when you score higher for quality. Clicks with a quality score of 1 are 400% more expensive. A Quality Score of 10 reduces the cost per click by 50%.
Can you really afford to ignore the Quality Score?
Lead to the Proper Landing Page
It is frustrating for a buyer to search for red shoes and be directed to the homepage of a shopping site rather than the item they were looking for. You're probably losing a lot of customers if you're not linking directly to the landing page from your PPC campaigns.
Don't send all your traffic to the same landing page when you create more than one campaign. Convenience was the reason those buyers searched Google in the first place.They'll go somewhere else if they have to start the search over again.
Check In Frequently
It's not enough to set up a PPC campaign and then forget about it. Make sure you log in at least once a week to work on your ads. If you don't know whether the keywords you chose are driving traffic to your site, how will you know?
It's not necessary to spend all day every day in your AdWords account. Check here and there to see if your ads are generating traffic. You might want to examine your keywords, increase your bid for a few days, or even target a new audience if that doesn't work.
A big part of marketing is testing and measuring the results. Posting and forgetting will always result in failure.
Now that your pay-per-click campaigns have been successful, are you ready to try them again? With a little help, you can achieve much greater success. Just be sure to avoid the common pitfalls, and reach out to an expert for assistance when you need it.