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work with ppc
Nowadays advertising mechanism Pay-per-click (PPC) is the most popular promotional mechanism in the Internet. Due to the targeted audience, to the accurate costs’ control, to the precision results measurement, PPC is one of most effective advertising tools for the small and medium companies.
But there is also the reversal side. Because PPC-campaign run so easily and quickly, you can easily lose you money, because weeks are needed to learn what in this mechanism works, and what does not.
The purpose of this short article is to define the most frequent mistakes, made in the use of PPC, in order that your efforts yield results as quickly and efficiently as possible.
Mistake #1: to send ‘clickers’ to the home page.
When you use PPC advertising, you can decide where send people, who click on your ad. By default, most companies send ‘clickers’ to the homepage of his website. Their reasoning is based on the notion that homepage is a digital equivalent of the front entrance of their companies. But most home pages contain too many subjects and are not suitable as landing pages.
Re-directing visitor to the home page in the hope that he will find what he is looking for, often leads to the disappointment and failure.
Remember that visitor using search engine, looking for something specific. Directing him to the homepage of the company’s website, you work against the intent of turning advertising clicks into real sales.
The most effective are those ads, which direct clickers to the specially designed ‘landing page’, which exactly corresponds to queries, has well considered link-structure for the client’s direction to the other pages on your site, whether it is subscription for the news or ordering page.
Problem solving: Always send ‘clickers’ to the well-organized page, which differs from the main page of your site.
Mistake #2: Suggest cots that are not very high to secure a better position.
PPC works like an auction, reserving you the right to choose how much to pay for a particular search term. As a result, you can choose how high your ads must be placed in the marketing lists. The more you pay relative to other advertisers, the higher your ad will be placed.
Popular queries may have a dozen of more of the sponsored links, outliers in the search result. But statistics show that 85% of all clicks on the PPC ad fall on the first three positions. Subsequent links – whether they are five of fifty points below – do not get much clicks.
In practice, it means that if you do not set a sufficient cost to get to the top-3, you waste your time. You will not lose your money, as if no one clicks, you do not pay. But if you choose to be invisible, to be at the bottom line of search results, what sense at all to spend time on the launching of PPC-advertising.
Problem solving: select queries and manage rates in a way to be always on the top-3.
Mistake #3: Do not worry about the originality of the advertising text.
Many advertisers spend precious place on the uncertain, meaningless terms (e.g. ‘quality’, ‘economy’, ‘excellent service’), or on the general notions, which do not reveal the uniqueness of their proposals. In this approach, there are tow things that can happen, one worse the other.
The first - users do not click on your ad. Again you will not lose money, but this will not help you to reach you goal.
The second problem is even worse, because it wastes your money and time: on you ad click ‘wrong’ users. In other words, on your ad clicks not those who are interested in your product of service. They are not potential consumers of your products or services because of poor advertising text. You pay for clicks, but there is no result.
Problem solving: Use clear and unique ad text. If you company has any special offers, something that distinguish you among others, do not forget to mention about this in your ad. Don’t be keen on general terms, for example, if you decide to run PPC ads, the ad text like ‘search optimization’ would be for us not the best option.
Mistake #4: Do not make your landing page relevant to the search queries.
The ideal sequence of the work with PPC:
The potential customer enters a search query, e.g. ‘search engine optimization for escorts’. On the SERP your ad is placed and text ‘search engine optimization for escorts’ is present in the title and in the advertising text. The customer clicks on your ad (because you are in the top-3), and goes to your landing page, which deals with the search engine optimization for escorts.
There is no doubt that this is precisely what he needs. Customer consistently goes via keywords from the SE till the landing page on you website.
It is necessary to remember that people, searching for information in the Internet, has a wide choice and the abundance of information. This leads to impatience and inclination to stop the search if it doesn’t quickly and easily leads to the desired result. There is no need to place on your landing page the information that you also sell software for the site’s optimization. The client is looking for escort site optimization, so give him as much information as possible about SEO for escort sites.
Problem soling: Make sure that subject of your landing page linked to your ad is relative to search queries (you may have several pages, but you should ensure gradual movement from the one key phrase to another). The customer may be interested in software or web design services that you provide for the SEO, but transition from one to another need to be very gradual and logical. Thus, you will increase the number of clicks, turnover and, naturally, your profits will also increase.
Mistake #5: Do not watch over the advertising process.
One of the factors that make PPC so appealing, particularly for those whose budget is limited, that it is easy to test. Unlike advertising in the newspaper, radio, magazines or any other traditional off-line media, the money spent on PPC are easy to trace. You can not only look on what words react your visitors, but also to monitor every click. It is very important to test PPC results continuously and without interruption. You will not get the best result from the outset, you will not even hope for it. But with the information that gives you PPC advertising, you have the opportunity to improve and customize the advertising process, continually increasing your profits.
Problem solving: Test, test, and test again… It is easy, and focusing on it you can seriously improve their results.
PPC has a lot to offer for owners of small and medium-sized companies. Keep these five guidelines in mind when working on a PPC advertising campaign, and your clicks will quickly turn into profit.
But there is also the reversal side. Because PPC-campaign run so easily and quickly, you can easily lose you money, because weeks are needed to learn what in this mechanism works, and what does not.
The purpose of this short article is to define the most frequent mistakes, made in the use of PPC, in order that your efforts yield results as quickly and efficiently as possible.
Mistake #1: to send ‘clickers’ to the home page.
When you use PPC advertising, you can decide where send people, who click on your ad. By default, most companies send ‘clickers’ to the homepage of his website. Their reasoning is based on the notion that homepage is a digital equivalent of the front entrance of their companies. But most home pages contain too many subjects and are not suitable as landing pages.
Re-directing visitor to the home page in the hope that he will find what he is looking for, often leads to the disappointment and failure.
Remember that visitor using search engine, looking for something specific. Directing him to the homepage of the company’s website, you work against the intent of turning advertising clicks into real sales.
The most effective are those ads, which direct clickers to the specially designed ‘landing page’, which exactly corresponds to queries, has well considered link-structure for the client’s direction to the other pages on your site, whether it is subscription for the news or ordering page.
Problem solving: Always send ‘clickers’ to the well-organized page, which differs from the main page of your site.
Mistake #2: Suggest cots that are not very high to secure a better position.
PPC works like an auction, reserving you the right to choose how much to pay for a particular search term. As a result, you can choose how high your ads must be placed in the marketing lists. The more you pay relative to other advertisers, the higher your ad will be placed.
Popular queries may have a dozen of more of the sponsored links, outliers in the search result. But statistics show that 85% of all clicks on the PPC ad fall on the first three positions. Subsequent links – whether they are five of fifty points below – do not get much clicks.
In practice, it means that if you do not set a sufficient cost to get to the top-3, you waste your time. You will not lose your money, as if no one clicks, you do not pay. But if you choose to be invisible, to be at the bottom line of search results, what sense at all to spend time on the launching of PPC-advertising.
Problem solving: select queries and manage rates in a way to be always on the top-3.
Mistake #3: Do not worry about the originality of the advertising text.
Many advertisers spend precious place on the uncertain, meaningless terms (e.g. ‘quality’, ‘economy’, ‘excellent service’), or on the general notions, which do not reveal the uniqueness of their proposals. In this approach, there are tow things that can happen, one worse the other.
The first - users do not click on your ad. Again you will not lose money, but this will not help you to reach you goal.
The second problem is even worse, because it wastes your money and time: on you ad click ‘wrong’ users. In other words, on your ad clicks not those who are interested in your product of service. They are not potential consumers of your products or services because of poor advertising text. You pay for clicks, but there is no result.
Problem solving: Use clear and unique ad text. If you company has any special offers, something that distinguish you among others, do not forget to mention about this in your ad. Don’t be keen on general terms, for example, if you decide to run PPC ads, the ad text like ‘search optimization’ would be for us not the best option.
Mistake #4: Do not make your landing page relevant to the search queries.The ideal sequence of the work with PPC:
The potential customer enters a search query, e.g. ‘search engine optimization for escorts’. On the SERP your ad is placed and text ‘search engine optimization for escorts’ is present in the title and in the advertising text. The customer clicks on your ad (because you are in the top-3), and goes to your landing page, which deals with the search engine optimization for escorts.
There is no doubt that this is precisely what he needs. Customer consistently goes via keywords from the SE till the landing page on you website.
It is necessary to remember that people, searching for information in the Internet, has a wide choice and the abundance of information. This leads to impatience and inclination to stop the search if it doesn’t quickly and easily leads to the desired result. There is no need to place on your landing page the information that you also sell software for the site’s optimization. The client is looking for escort site optimization, so give him as much information as possible about SEO for escort sites.
Problem soling: Make sure that subject of your landing page linked to your ad is relative to search queries (you may have several pages, but you should ensure gradual movement from the one key phrase to another). The customer may be interested in software or web design services that you provide for the SEO, but transition from one to another need to be very gradual and logical. Thus, you will increase the number of clicks, turnover and, naturally, your profits will also increase.
Mistake #5: Do not watch over the advertising process.
One of the factors that make PPC so appealing, particularly for those whose budget is limited, that it is easy to test. Unlike advertising in the newspaper, radio, magazines or any other traditional off-line media, the money spent on PPC are easy to trace. You can not only look on what words react your visitors, but also to monitor every click. It is very important to test PPC results continuously and without interruption. You will not get the best result from the outset, you will not even hope for it. But with the information that gives you PPC advertising, you have the opportunity to improve and customize the advertising process, continually increasing your profits.
Problem solving: Test, test, and test again… It is easy, and focusing on it you can seriously improve their results.
PPC has a lot to offer for owners of small and medium-sized companies. Keep these five guidelines in mind when working on a PPC advertising campaign, and your clicks will quickly turn into profit.
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