Pay Per Click

Paid Placements (PPC) and Mistakes to Avoid

Paid placements on search engines are used for displaying ads on the search engines by bidding on the chosen keywords. Paid placements offer a good advertising medium and when implemented properly, can help you get very good results from your marketing budget. To ensure that you get the best ROI, there are a few pitfalls to guard against:

1. Improper Keyword Research

Keyword research forms the base of any good successful search engine marketing campaign. As with SEO, the aim is to think from the readers’ perspective and then decide on the keywords.
Keyword research is probably the most important part of your online work. Do it right and you will be receiving targeted traffic immediately, do it wrong and you are surely throwing money out the window.

2. Failing to track and test

It is imperative to create an ad which is not only attractive, but also gets the viewers curious enough to click on them. You need to experiment with the colors, search terms, landing page content, ad copy, calls-to-action and more, to check where the ad can be optimized. The placement of the ad is also very important. Tracking helps you in the same by giving you detailed feedback on your ads. There are special things to be aware of when doing the testing piece and so if your not completely sure about what your doing, get professional help.

3. Using one ad for all products

Having a single ad showcasing all your products will result in you getting more untargeted traffic and fewer chances of converting a visitor into a customer. It is important to have customized ads for each product or keyword and a landing page accordingly.

4. Ignoring Landing Pages

Landing pages are the key to converting your visitors into customers. Not only should they be optimized, attractive, but should also contain all the information the visitor would need to know about the product. Having a single landing page, for instance, the homepage, for all your ads will not get your desired results; each ad needs to be associated with its customized landing page.