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SEARCH ENGINE TRICKS

Are You Making These 5 Common Pay-per-click Mistakes In Your Small Business?
By: Caroline Melberg
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    2007-09-15

    Table of Contents:
  • Are You Making These 5 Common Pay-per-click Mistakes In Your Small Business?
  • Having them land...
  • Using generic ad...
  • That means...
  • Then test that...

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    Are You Making These 5 Common Pay-per-click Mistakes In Your Small Business? - That means...


    (Page 4 of 5 )

    That means, if you aren’t working hard to find keywords that are specific enough to your niche and not bidding high enough to secure a top spot, you are missing out on a good portion of the clicks that could be yours. Use a keyword tool such as Wordtracker to research keyword possibilities that you may not have considered. Look for a Keyword Effectiveness of 10 or greater – meaning that the keyword has sufficient search queries with the engines to result in significant traffic, without a lot of competitors bidding on the same keyword. When you place your campaign, use these keywords and bid high enough to secure a top spot, ensuring that the people searching for what you have to offer find your website – instead of your competitors.

    5. Not testing your ads to determine their effectiveness. While there is a “formula” for crafting an effective PPC ad, slight changes – even changing one word – can have a dramatic impact on your click-through-rate (the percentage of people who click on your ad as compared with the number who see it). A mistake I see business owners making with their campaigns is to choose their keywords and then write only one PPC ad to display. All of the major search engines offer the capability of creating ad variations so that you can test different ad copy to determine what works best. This is known as “split testing” or “A/B” testing, as you are comparing the results of two different ads for the same keywords. Google will alternate the ads for you, and you’ll easily be able to see which ad performs better by looking at your click-through-rate. When you find an ad that outperforms another, that ad becomes your “control” – or the ad to beat. Put the under-performing ad on “hold” and create another version, changing one or two words or possibly just the headline.

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