Ten Things to Take Note of About Pay Per Click Advertising
Pay Per Click advertising, more commonly known as PPC advertising, can be very tricky. Not knowing what you are doing can result in you wasting a lot of money and not getting any results. When you first start making use of pay per click advertising, you could easily spend a fortune learning the ropes through trial and error. The following are ten things you should remember about PPC advertising that could quite possibly save you a great deal of frustration and money.
1- A good landing page is of the utmost importance to the bottom line of your business. Create landing pages for each of your pay per click campaigns, and specify on each one just what it is you are offering the customer.
2- Constantly experiment with your pay per click advertisements in order to find out what the best arrangement of keywords is. Alter your wordings and take note of the click-through rates for each alteration as well as the conversion rates. This way you will eventually find the most effective combination and arrangement of keywords to use.
3- Always include a call to action in your pay per click campaign. Some examples include 'start now' or 'click here'. Such calls to action may galvanize viewers into clicking through to your website instead of simply skipping over your advertisement and going on to someone else's website.
4- Monitor your pay per click campaigns carefully. A few pay per click providers will suspend pay per click advertisements that they believe are not making an impression on viewers and are proving to be ineffective. So if you find that your advertising campaign is not doing well, then you should make changes to it immediately to prevent it from being pulled from the results page.
5- Do not include any trademarked names or phrases. Words such as 'Ebay' and 'Amazon' are copyrighted and you could find yourself in trouble with some of the major pay per click providers if you use such words. You could even face legal action for doing so.
6- Always balance your traffic volume with your conversion rates. Stating that your product is free may bring high traffic volume, but most of those will not be serious buyers. If you do not advertise free products, however, your traffic volumes are likely to be lower but your conversion rate will be higher as more visitors will be serious buyers.
7- Find good locations for your pay per click advertisements. Many pay per click programs allow you to select the locations of your advertisements, and you should place them according to the traffic volumes and conversion rates received at various locations.
8- When bidding for keywords with pay per click providers, you should aim to be the highest bidder or among the highest bidders. This is because having an advertisement on the first page of results brings much greater impression-to-click conversion rates than on pages behind the first. The PPC provider compounds this effect by positioning your advertisement after multiplying your bid by the click-thru rate.
9- You should avoid the first three positions, as these are the positions subject to the most 'test' clicks and accidental clicks. These are simply a waste of time and money and do not represent interested traffic from your target audience.
10- Experiment with various landing pages in order to find out which one has the best conversion rate. If a landing page does not have a good conversion, you should design a different one and compare the two to see which one is better. Repeating this process will eventually refine your landing page to the best that you can have.
Keeping in mind these 10 points will help you maximize your PPC advertising endeavors.
Article by Seomul Evans. Seomul is a senior Search Engine Optimization Services consultant specializing in Meta Search Engines and search engine marketing articles.
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