If you’re new to pay-per-click advertising, you may wonder if this form of advertising is worth your time and money. Will it help to know that 60% of all search engine clicks go to the top three results?
These top positions are usually populated by pay-per-click ads. Those who click on these ads are also 50% more likely to purchase from your site than organic traffic leads. This means pay-per-click advertising should get included in your marketing budget.
If you plan to purchase these ads, you want to make sure you don’t make one of the top pay-per-click advertising mistakes. These mistakes cost you money and time without any return.
What are Pay-Per-Click Ads?
Pay-per-click advertising involves paying a fee for each click you receive from an ad placement. This means you only pay when someone clicks on your ad. It also means you have to bid for your ad placement.
You bid on keywords for each ad that you place. You can choose multiple keywords to bid on, and each time those words get used in a search it enhances the chance your ad gets displayed.
The ads are displayed based on the relevancy of your keywords to the search terms. Placement also depends on how much you bid for each keyword. People who bid more will get top placement.
You can place pay-per-click ads on search engines or other websites that place ads. You can also use PPC ads on social media sites like Facebook.
Top Pay-Per-Click Advertising Mistakes
While PPC advertising can increase sales, this only works if you use ad placement well. This means knowing how to set up your ads and where to link them.
A well-placed ad can generate $2 for every $1 spent. That Return-on-investment gets diminished if you don’t take care with your ads though. To make money from advertising, you need
- Good keywords
- High-quality landing pages
- Well-set parameters
- Good ad tracking
- Well-placed images
If you ignore any of these points, you’re just throwing away money.
1. Keyword Choices
Bidding for ads means bidding on keywords. You need to choose keywords that are relevant to the ads you run. You also want to make sure the keywords are relevant to the search terms used.
Keywords are essential to targeting leads. The wrong keywords can cause you to pay for clicks from people who won’t term into leads. This means you want keywords that are specific enough to your target audience without getting too specific.
You can do some simple keyword research to determine which words get the most use in searches and how much people are willing to bid on these words. This helps you plan for the keywords you want to use in your ad bids.
Think of what your offer provides to leads. Pick major selling points and compare these terms to your keyword research to find your sweet spots.
2. Landing Pages
Before you spend money on ads, you want to make sure you’re sending people to quality pages. Your best option is creating landing pages for your ad campaigns.
You don’t want to send people to your website home page as this won’t provide information to help them make a decision. You want specific pages that provide selling points.
Make sure whatever page you send them to are easy-to-read on all devices. You also want to make sure the page is relevant to the keywords you bid on.
Don’t forget a call-to-action on ad pages. You need to tell leads what you want them to do with the information the page provides.
3. Setting Ad Parameters
Remember, you’re paying each time someone clicks on your ad. This means the more often your ad runs, the more money you’ll spend.
You want to make sure the ad parameters will bring you quality leads worth the money you spend. You also want to do this without getting so specific that you get no leads at all.
You should keep your business in mind when you set the ad parameters. If you have specific business hours, it doesn’t do any good to run ads outside these hours.
Pay attention to location as well. If you have a localized business you want to keep these locations in mind when setting up your ad. You don’t need leads from California if your business is localized in Pennsylvania.
4. Result Tracking
A good PPC campaign includes tracking your results. Most sites that allow you to place PPC ads will also provide ad analytics to help you track these results.
You need to track how individual keywords are performing for your ads. If certain keywords aren’t generating clicks, clean these up and add better words or phrases.
You also need to track how these clicks convert on your end. If you get clicks but they don’t turn into leads and customers, you’re spending money for nothing.
Create specific dates for your ad campaigns and track your results often. Take the time to update your ads at need so you get optimal results.
5. Ad Images
60% of searchers are more likely to click on an ad if there’s an image included. That’s because people pay attention to images before they pay attention to the text.
A good PPC ad includes product images that grab the searcher’s attention. If you don’t have images in your ads, it’s time to fix that.
Even if you do have images, you need to make sure they’re high-quality images. You want images with color that makes them stand out. You also want to make sure the images are easy to recognize.
Take the time to pick out the best images of your products or the best graphics to represent services. Pick images that represent your company and the products you provide. This includes using branding in your images to increase brand awareness.
Create Your Best PPC Advertising Campaign
Top pay-per-click advertising requires good planning and tracking. Your time and effort are necessary to get value out of your campaigns.
If you don’t have the time needed to keep up with your PPC campaigns, you still have options. Check out the PPC advertising services offered to help you manage your campaigns.