Pay per click advertising is undoubtedly advantageous to your business. It can target the audience you want, generate leads, and in general, increase sales. This is, however, provided that you understand how this process works. In the wrong hands, pay per click advertising can become quite the disaster.
The best way to avoid this is to employ an AdWords agency that will guide you through using various PPC platforms such as Google. This will ensure that you will not fall into certain traps that may end up costing you a lot of money. There are still some things you can note, however, as you delve into the world of pay per click advertising.
Dont Use Broad Match Keywords
The broad match option in PPC allows your company to show even terms similar to your chosen keywords that are searched. This means that your ad will show up anytime someone searches for something relevant to your trade. This may seem like an advantage that would get you more exposure. This, however, may mean that you also spend a lot of money on leads that may not necessarily pan out. The broad match possibility means that you will be targeting people that don’t necessarily meet your requirements. These unrelated clicks can end up costing you a great deal of money.
Customize Search and Content Ads
Search ads are those that present themselves on the results page of a search engine. Content ads, on the other hand, are displayed on websites that sponsor such ads. It is important that you tailor the ads to where they will be shown. It may be easier to use the same keywords in both instances. As they are two different platforms, they require individualized ads. Otherwise, you simply waste money on different ads with the same keywords that may not even generate traffic.
Pair Ads with Relevant Landing Pages
Your pay per click ads should always take users to relevant landing pages. This will increase the credibility of your ads and allow them to score higher when being assessed for quality. The best way to ensure that your landing page matches your ad, is to reduce the number of keywords that you use. Always remember that to ensure repeat visitors, the content needs to be just as pertinent as the keywords.
Assess Ad Effectiveness
With PPC, you can test several versions of your ad before you decide on one. This will allow to see the effectiveness of each of these ads. You can choose the one that people clicked on the most. This will give you a greater return on investment. You can ensure that the test is conducted properly by letting your ad to appear on random sites. This is opposed to displaying them on the sites usually designated for pay per click advertising.
Monitor Your Progress
Once the ads have been set up, you can monitor how many clicks each one is receiving. This is key to observing your return on investment. Examining the patterns that follow your ads will help you determine how effective each one is. Once you have this information, you can edit your ads and keywords accordingly. You can also remove any ads that are ineffective or that are causing your sales to lag.
The key to maximizing your return on investment with pay per click ads is to avoid the monetary pitfalls presented by such platforms. You should simultaneously make use of the many options that this type of advertising affords you.