Pay-per-click or PPC advertising is one of the fastest ways to attract potential customers to your website. By using tools like Yahoo Search Marketing, Google AdWords, and other similar platforms, business owners like you can showcase advertisements in the sponsored results sections of the results pages of search engines. You will pay whenever someone clicks through the ad to your site.
Then again, PPC isn’t something you can trifle with. You’ll need a reputable, experienced, and renowned to do it for you. However, if you’re hell-bent on doing it yourself, make sure to avoid the following mistakes.
Sending visitors to the homepage:
Just imagine for a moment that you’re running an advertisement for a specific keyword that describes a product you sell. You prepare the ad to run whenever someone searches the keyword on the engine you chose. You also use a URL that redirects the reader who clicks on your ad to the homepage of your website. Once that happens, the user has to find his/her way through your site’s navigation and seek out the exact product described by the keywords. He/she will only do it if he/she decides to stick around. Therefore, no matter what you do, just make sure you don’t direct your users to your homepage.
Sending visitors to the contact page:
A few businesses send visitors acquired via PPC directly to their site’s contact page. They do it in an attempt to force email newsletter opt-ins or to get lead generation forms submitted. You shouldn’t do it because it frustrates your user base and affects your chances of making a sale. Furthermore, doing so may even violate the guidelines of the PPC platform you’re using.
Forgetting or failing split-testing:
If you want the best results from pay-per-click advertising, you have to test your ads before releasing them. Split-testing is a process by which you can create several versions of the advertisement’s textual data for all your PPC ad groups. If you do it, you can ascertain the specific words that have the most click-through rates and on-site conversions.
Using broad-match keywords only:
Broad-match keywords appear whenever someone searches a part of or the entire phrase of the targeted keyword. While it does offer the highest traffic potential, relying too much on broad-reach keywords will lead you to sacrifice relevance for reach. Setting an advertisement to a phrase or an exact match may reduce your traffic potential, but they also help in making your ads appear for search queries that are relevant to your business.
Leveraging the advantage of negative keywords
Unlike a PPC Agency NYC you may fail to make a negative keyword work for you simply because you feel scared about using them. It isn’t surprising at all. Most people avoid using them, which, in turn, prevents their ads from displaying whenever someone searches for them using the words of a negative keyword.
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