Pay per click is one of the best ways to net new prospects. It drives instant targeted traffic and even outperforms SEO in areas like conversions. It's easy to start, easy to manage and easy to track. But don't be fooled into thinking a PPC campaign will automatically be successful. The system can be unforgiving to novice marketers, so beware these five common PPC pitfalls:
Not linking to landing pages.
Users click because they're intrigued by the ad, not because they want to leave your homepage to a landing page for a product or service. You risk losing prospects when you don't streamline the process for them.
Ad testing for PPC is a straightforward process that provides crucial information. The only excuse for not testing is laziness. Testing will help optimize keywords, phrases and ad specifics like propositions and calls to action. If you don't run A/B tests for copy, track for conversion rates and split test for ROI, then your PPC campaign will not succeed.
No specific keywords.
Targeting keywords that are too broad won't help PPC at all. "Apartments" is a solid keyword, but it won't cut it in PPC. "Apartments for rent online" narrows it down.
No negative keywords.
Negatives keywords are words you don't want associated with your property. Utilizing negative keywords prevents your ad from being displayed with unsightly modifiers. Planning for "Apartments for rent online" works fine, but without negative keywords, your ad could turn up with "Super cheap apartments online." And that, needless to say, is not desirable.
Competitors will use PPC for the same reasons you do, so it's up to you to track them and analyze performance against competing PPC campaigns. If they highlight their prices, and your prices are lower but not given as much attention in the ad, then you know what to change.
Avoiding these common mistakes will go a long way to help you create killer PPC campaigns. Remember, paid ads are much more effective than SEO by itself.