Effective Pay per Click Ads: 4 Mistakes You Should Strive to Avoid

Pay per click ads are a viable way to drive more traffic to your website. However, you may be making some costly mistakes without even knowing it.

Directing Traffic to Homepage/Contact Page

One error that advertisers make is sending visitors to a site’s Homepage. Searchers who click on PPC ads already know what they want. When they click, they want to go directly to that particular product. Make life more convenient for customers by leading them directly to what they’re looking for.

Another mistake is sending visitors to your contact page. Such a mistake will lead to a higher bounce rate, which can have a negative impact on your site’s ranking.

Skipping Split Testing

Advertisers sometimes make the mistake of putting together an ad without checking if it’s going to be efficient. Testing variations of the same ad allows you to gauge the aspects that influence its performance. You can then use the test results to come up with a better performing PPC campaign.

Overdoing Broad Match Keywords

Broad match keywords are crucial in PPC ads. However, you should be careful about bidding keywords that are too broad. Some keywords will not bring the desirable traffic to a site. For example, if you only sell diamonds engagement rings only, bidding on a keyword like jewellery may disappoint users who are looking for jewellery other than engagement rings.

Disregarding Negative Keywords

Neglecting negative keywords is also a huge mistake when creating a PPC campaign. As much as you should be wary of negative keywords, some may be useful in directing relevant traffic to your site. Consult an experienced pay per click service, such as Click in Motion, to help you research which negative keywords could actually become a positive for your business.


Sources:

6 Common PPC Mistakes to Avoid, businesscenter.yp.ca
5 Common PPC Mistakes You May Be Making, business2community.com