Search engine optimization is one of the most important components of marketing strategies for any business organization today. It goes a very long way in enhancing this ability and helping a business organization reach various kinds of marketing goals. There are many ways in which such visibility can be enhanced and one such way is PPC or pay per click advertising.
What makes it more effective?
PPC can certainly be made more effective by concentrating on:
- Creating the right kind of ad copy.
- Researching and using the right keywords.
- Optimizing your landing pages and
- Being aware of common mistakes and avoiding them.
Here is a list of the most common PPC mistakes that you should avoid.
Not doing your homework
The most effective PPC campaign is the result of intensive homework and there is no getting away from this when you want to create an advertising campaign that works for your business organization.
It is therefore important for you to do your homework:
- Check out the keywords that are suited to your content.
- Competition analysis.
- The fundamentals of PPC.
- Learning about your target audience.
- Checking out how bid adjustments and ad ranks work.
Broad match search queries
It may be logical to assume that you will get more traffic when you use broad match search queries. But, in a lot of instances this may actually lead to irrelevant traffic and wasteful expenditure.
It therefore makes a lot of sense for you to research keywords and stick to the ones that are a complete and perfect match to your product offerings. Otherwise you may find that visitors click through to your website but then go away when they find that they have landed on the wrong page.
A rather common mistake that people make is taking a visitor to the wrong landing page. This simply means that if your ad is all about selling a visitor a ‘wireless Bluetooth keyboard’ at a discount then a click on your PPC should take the visitor to this particular product page only.
He or she should not be taken to an ‘About us’ or ‘home page’. Most customers will not be bothered to navigate to the product that caught their attention in the first place. They will simply leave your website.
Forgetting mobile traffic
Handheld devices of various sizes are being used more frequently by people all over the world. Mobile users are also characterized by:
- Faster purchase decisions.
- Higher conversion rates.
- Lower costs per click.
It is therefore essential for you to optimize your PPC campaign for the smaller screen as well.
Every element of your PPC campaign has to be about the target audiences. If you are using AdWords and have not taken advantage of Google’s Targeting systems, then you may be missing out on a huge opportunity to enhance not just visibility for your website but also conversion rates. Such research should lead you to markets which are likely to give you the highest success rates possible as far as your campaign is concerned.