A relatively new and effective marketing strategy, pay-per-click marketing is one of the fastest, most effective manners of drawing potential customers towards a business in San Diego. There exist certain mechanisms such as Google AdWords, Yahoo Search Marketing, which allow business owners to present advertisements in sponsored results section of search results pages, and paying a small fee every time a potential customer clicks through the advertisement to the business website.
While this may initially seem like an effective, infallible way of attracting attention, the wrong approach can also result in significant monetary losses without receiving the expected number of new customers. This being said, those new to PPC marketing shouldn’t panic – digital marketing firms in San Diego reassure that profitable pay per click campaigns are relatively straightforward to implement with a little practice and experimentation.
Here are 5 common mistakes for newcomers to avoid when starting out:
1. Relaying visitors to the home page
When running a pay-per-click ad for a specific product, one important mistake made is sending potential customers to the home page. After clicking through the advertisement, the user must now search through the entire website to find this exact product again, if they stick around at all. This inconvenience is sure to decrease the number of customer interactions that lead to successful interactions and business income. A better approach would be to link the customer directly to the product page, facilitating a most convenient and beneficial customer experience.
2. Relaying visitors to the contact page
Similarly, a second mistake made by pay-per-click marketing campaigns is sending PPC visitors to the website contact page. This once again could frustrate potential customers who are searching for more information about the requested product or service. Moreover, this could potentially go against PPC guidelines – for example, if advertising through Google AdWords, asking visitors to fill contact forms in exchange for something free goes against the ground rules.
3. Forgetting to split-test advertisement text
It is highly important to test PPC ads before running them publicly. It is possible to split-test the advertisements by making multiple versions of the advertisement text for each of the pay-per-click ad groups. Most PPC engines allow split-testing, and this is an easy way of determining which specific wording leads to real results.
4. Relying entirely on broad-match keyword advertisements
Whenever all or part of a keyword phrase is searched for broad-match keyword ads will be displayed, offering the maximum traffic possible. However, when striving for reach often relevance is sacrificed. While setting ads to phrase or exact match will decrease potential traffic, it will help ensure business ads show up in the most relevant search queries.