Five Common PPC Mistakes And How To Avoid Them

Pay per click advertising can be one of the best marketing systems you ever use, or the biggest waste of time you ever make. The problem with too many marketing efforts is that people do not research the system ahead of time. There are as many pitfalls with PPC as there are with SEO or Web design. Don't waste your time by making one of these all-too-common mistakes.

One of the most common mistakes is having a PPC link lead to a website's homepage. Most site owners think this is a no-brainer. Isn't PPC marketing aimed at getting higher visibility for a website? Of course it is, but it's mostly aimed at generating sales, not just site recognition. Aim a PPC link towards a specific product that corresponds to the keyword. What this means is that if you have five different PPC keywords, you could potentially have five different landing pages as well.

The next issue is site owners having cold feet when it comes to bidding. Realize that it takes money to make money. If a particular keyword has a high bidding amount, there's a good reason for it: it's popular. The more popular a keyword, the better a chance it will lead to a click and sale. The top ten listings are really not good enough. People will more often click in the top five, if not the top two. So you should pay the extra amount to have a high listing.

People also try to save money by choosing strangely worded keywords, or misspellings. This is the flip side of the equation: the bids are low because the keyword is not worth a whole lot. Brainstorm about the best keywords for pages on your site. Once you decide upon a campaign, keep track of which keywords are leading to the most clicks and sales.

Additionally, you should spend some time on the quality of the PPC ad and tailor the ad specifically to the keyword. Google only allows 70 characters—not words, but characters—for each ad. This means you have to be concise and targeted in how you prepare these ads. Do not have the same ad for each and every keyword which is another big mistake new PPC marketers make.

If you keep all of these things in mind, you'll have a better PPC campaign than your rival, as many of these mistakes are pretty common. The final trick is to keep track of each campaign to see how it is progressing. Use an effective site meter to track all of your different campaigns, and keep bidding high on those keywords that have been the most fruitful.

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