Pay Per Click (PPC) advertising and marketing campaigns are specifically designed to drive immediate traffic. The problem is, however, that most small businesses and entrepreneurs continue to make critical mistakes that are costing them nothing but money, time and potential traffic. If you want a PPC marketing campaign to work for you, there are certain strategies you need to keep in mind.
- You can’t afford to make mistakes with your PPC campaign. You need strong search results when a potential customer is looking for you. Your first attention must go toward your keyword selection. You will need to try and narrow things down as much as you can. By doing this you will increase your chance at conversions and you will avoid the added cost of competing for popular generic keywords. Look for words, and chains of words, that will reflect exactly what you are selling and what a searcher is specifically looking for.
- After you have selected highly specific keywords, you must then track their ROI. Few businesses do this and thus are unable to really determine what is working and what is not. Also, use your chosen keywords in both the ad’s title and in the body of the ad. Keywords need to be top heavy for a PPC ad to be effective.
- You must be aware of what your competition is doing. If they are running PPC campaigns, you need to see their ads and determine their effectiveness. Also, your campaigns and your ads can’t resemble theirs at all and never just think you can use a word ad in place of any display ads you are running. These are not the same in structure or affect so don’t be lazy.
- Finally, you must take the time to construct an ad that is actually going to work. If you don’t understand what is needed, then find a professional who does. Your ego can’t get in the way. If you allow it to, your campaign is doomed and your wallet will be considerably lighter.
-Written by Kevin Sawyer