March 24, 2017

Avoid PPC Mistakes by Following These Simple Digital Marketing Tips

Image 1: Make Your PPC Advert a Success by Sending Customers to the Right Page

Pay-per-click advertising is both an efficient and effective way of advertising your products or services. PPC allows you to feature your ad on search engines like Google, exposing your ad to enormous volumes of people.

As with any type of advertising, there is a right way and a wrong way to go about PPC advertising. If you do PPC right, you will see an increase in qualified potential customers. However, too many clicks from the wrong people and you’re left with an expensive and ineffective campaign. Follow these simple steps to learn how to make your campaign a success.

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Send Visitors to the Right Place

One of the common mistakes many businesses make in their PPC campaigns is a lack of forethought: specifically, not knowing where they’re supposed to send their visitors. The two most linked-to pages on a business website are the home page and the contact page.

When you link to the home page, an engaged and targeted visitor will then have to search your website to find the information he or she wants from your advert. This lead would instantly turn into a deserter and would have no qualms leaving your site for another.

Equally, you’re committing a huge error when you link your advert to your contact page to force visitors to subscribe to your mailing list. This not only turns away an otherwise qualified lead, but also puts your PPC advert in breach of PPC guidelines.

To avoid this, link your PPC advert to the relevant product or service page. If you don’t have a dedicated page for such, then create a special landing page that includes the i nformation the visitor seeks.

Target the Right Keywords

There are three categories of keywords that every PPC campaign should understand before its launch: broad, phrase and exact. These categories dictate the type of searches users need to prompt the appearance of your ad.

One common and costly mistake is the use of a broad keyword. By prompting your PPC advert to appear only when exact searches and phrase searches are employed, you receive far more qualified leads. However, there are times when broad searches can be beneficial, like in the health and wellness industry, where you can gain 41 percent more untapped conversions.

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As well as using the right keyword category, you can also take advantage of negative keywords. This is where you highlight and search words for which you don’t want your advert to appear. If you’re a divorce lawyer, for instance, you can highlight "criminal" as a negative keyword so that your advert doesn’t appear in searches like “criminal lawyer.”

Target the Right Area

Missing your target can be a costly mistake, especially for those businesses that rely on local trade. If you are looking to target those living in the area you serve, then you need to include geographical targeting in your PPC campaign. Targeting only those searches which are made in your area will offer the maximum return on investment, whereas a non-geographically focused campaign will induce clicks from people who suddenly realize they are not in the right locale for your services--a very expensive mistake to make.

If you are still unsure of how to make your PPC campaign a success, or if you want more information, contact a digital marketing company with the expertise in running successful PPC campaigns.

About MTC Internet Services: Whether you have a PPC advertising idea in mind already, or need help from the experts to come up with one, don’t hesitate to contact MTC Internet Services. We possess years of experience in all forms of digital marketing and brand optimization, and we are confident that we can turn your marketing strategy into a success. Sources: 5 Pay-Per-Click Mistakes That Can Cost You Money, Entrepreneur.com 7 Deadly Adwords Mistakes That’ll Make You Broke, NeilPatel.com

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