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PPC Do's and Don'ts

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Four Ways to Ruin Your PPC Campaign

If you're contemplating entering the world of pay per click advertising to boost your business, no doubt you've read a number of articles explaining how to get the most out of your budget and how to optimize your ads for maximum exposure. You might find the advice is similar across the board, but not every column or article focuses on the major mistakes that could cost you money and turn your campaigns into an ineffective waste of time. PPC advertising may prove cheaper than other avenues of paid promotion, but if you don't do it correctly you'll find the money isn't well spent.

So how can you really mess up your PPC program? If you know what not to do to succeed, it's quite easy.

Kathryn Lively is a freelance writer specializing in articles on local PPC advertising and SEO writing services.

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Use one ad for the entire campaign

LocalPPCEspecially for multi-faceted businesses, keeping one ad to sustain a PPC campaign is a killer. You're forced to squeeze the whole scope of your company into three short lines, thereby risking the loss of click-throughs by people searching for something specific.

For PPC success, it's important to maintain different ads for different aspects of your business. Do you hold specials during the holidays? Do you approach selling one products differently than others? Your pay per click advertising should reflect that.
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Target only one demographic

LocalPPCIf you're business caters to more than one geographic target, putting all your PPC eggs in one region alienates would-be customers from other places you serve. Online businesses with a nationwide reach, too, stand the chance of losing visitors who utilize local search to find products and services.

If you own a bed and breakfast, or drop-ship to different parts of the country, specialized campaigns for those target areas can boost your overall online visibility. Concoct a plan to target your five ideal locations and test different ads for effectiveness, then grow from there.
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Don't create landing pages for ads

Local PPCLet's say you do use multiple ads in your campaign. Sending all ads to the same Web page, whether relevant or not, could result in a drop in visitors. People click on ads and expect to be taken right where they want to be, without having to mine through pages. Forcing people to search further only irritates, it doesn't convert.

If you embark on holiday campaigns, or advertising for a single location of your business or a specific product, it helps to have the most informative page be the landing point for the click-through.
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Don't use proper keywords in the title

PPC AdvertisingAssuming a person uses "baseball cards" in search, he's likely to click on an ad that uses that phrase in the title. Placing irrelevant keywords in the title - especially your company's name, if it doesn't appear to have anything to do with your line of business - will probably cause people to scroll past your ad.

Don't think you can fool Google into ranking you high in search irrelevant to your business. Sure, everybody's searching for Lady Gaga and Justin Bieber these days, but if you don't sell their music you shouldn't target those searches. People ARE looking for what you have - keep your campaigns relevant.

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If you are in the Virginia Beach area and wish to start a successful PPC advertising campaign that boosts your business, come visit LocalPPC.com, a division of CINIVA Systems, the leader in Virginia web design.

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CinivaKat

I have worked with customers to create effective local ppc advertising campaigns and efficient social media optimization. more »

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