Understanding how Pay Per Click advertising works and how to put it to effective use for your company, can mean a huge difference to your bottom line. If someone is at a search engine such as Google, and they type a search keyword or phrase into the search box, pages come up for them to browse. However, on the far right of those search results are the paid search ads. Such ads are also found on just about every website in existence.
The key to the success of such a campaign rests, of course, in your keyword and phrase selection, so your PPC ad pops up in places where, hopefully, your potential customers are. After you have your selection of words and/or phrases, you then bid an amount of money you will pay to secure that word or phrase. How high up in a search you rank depends on the amount of money you are willing to spend per click. The more you are willing to pay for that keyword, the more exposure you are likely to get.
Perhaps the most common mistake made by businesses is that they tend to try and bid too high for a particular word and end up in some manner of destructive bidding contest with their competitors. Pay attention to what you have budgeted for your Pay Per Click campaign so you do not overspend. It is easy to do.
Another common pitfall that causes a low ROI with Pay Per Click advertising, is when potential customers are sent to the company’s home page. People are not going to hunt around your home page looking for what they came for. They will simply leave. Create a dedicated page for them to land on and make sure that what you offered in the ad is right there in front of them. If you don’t make it easy for them to buy, your competition surely will.
There is much more to consider when creating a Pay Per Click ad campaign, so do your homework and bring in an expert if you have to. Your bottom line may depend on it.