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It is no secret that one of the fastest ways to draw potential customers to your website is through pay per click advertising. This marketing approach allows business owners to display ads in search engine searches and pay a fee each time one is clicked, directing them to their site.
Considering there are over 100 billion global searches being conducted each month, 93% of these online experiences begin with a search engine, and 75% of those consumers never scroll past the first page of search results, it is crucial for business owners to invest in PPC. But since PPC can be risky if not properly executed, here are four pay per click mistakes that you will want to avoid.
1. Sending visitors to your homepage The goal of using paid ads is to have a consumer click on an ad that will bring them directly to the web page of the product they are looking for. Linking them to your homepage will cause the consumer to painstakingly click through the website's navigation to find what they are looking for. That is, if they stick around.
Whenever possible, link a customer to targeted landing pages. If you do not have product specific landing pages, then make them! This will provide the consumer with ease and will avoid any frustration.
2. Sending visitors to your contact page The same idea goes for your contact page. While it may be good to get your customers to know how to reach you, this will only frustrate them. Some websites require consumers to forcibly sign up for unwanted email newsletters or lead generation form submissions. Customers do not like this approach, and it will most likely lead them to go somewhere else.
3. Failing to split test your ad text To produce the most effective results, avoid running PPC ads without testing them! You can split test them by creating multiple versions of the ad's text for each of your PPC ad groups. This way you are able to determine which specific wording leads to the most click through!
4. Relying entirely on broad match keyword ads Broad match keyword ads are displayed when all or part of your target keyword phrase is searched for. When this happens, you may be sacrificing relevance for reach.
For example, you are a law firm targeting the phrase "divorce attorney." Since this is such a broad definition, your ad will then appear on the results page for the search queries "divorce attorney," "reasons for divorce," "DUI attorney," or "dealing with divorce for children." In these cases, you may be wasting money on irrelevant searches.