Are You Making These 5 Common Pay-per-click Mistakes In Your Small Business?
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Because of the ability to specifically target your unique prospects based on interest as well as geography, the ability to tightly control your ad spend and to precisely measure results, Pay-Per-Click (PPC) is probably the greatest breakthrough to come along in advertising since the launch of television.And, because of those same benefits, it’s much more affordable for the small to mid-size business owner to leverage for their business (as compared with television and many other advertising alternatives).
That being said, PPC is not as easy as it seems at first glance. Business owners looking to launch their first campaign will quickly discover how easily they can spend hundreds – and even thousands – of dollars in wasted efforts while they learn to navigate the PPC waters.
While entire books have been written on the ins-and-outs of pay-per-click advertising, there are 5 common mistakes that I see business owners making when I’m asked to evaluate their pay-per-click campaign strategies. These mistakes are easy to fix, and doing so will dramatically increase the effectiveness of your pay-per-click campaign!
The 5 most common PPC mistakes are:
1. Using your home page as the landing page. No matter which search engine you use for your campaign – Google, Yahoo!, MSN or any other – you can decide where to direct your new customers when they click on your ad. The most common mistake I see business owners make when they launch their PPC campaign is directing those clicks to their home page. The thinking seems to be that their home page is equivalent to the front door of their business, and they want their new customers to walk through – but that’s where they go wrong. With PPC advertising, your prospect is searching for something highly specific – that’s the “keyword” they’ve entered into the search engine.
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