One of the most effective and affordable ways to draw in more potential customers is to take full advantage of pay-per-click advertising, or PPC as it is also known. Displaying relevant ads in prominent places online can really help to drive more traffic to your website and give your brand more exposure. However, it does need to be done right - get it wrong and you could be throwing lots of good money after bad.

The Risks And Rewards Of Pay Per Click Advertising

One of the biggest draws of pay per click advertising is that it is a great way of keeping control of your marketing budget. You only pay for your advertising when somebody clicks on your ad. If nobody clicks you don’t pay. It really is that simple. If lots of people click you have a very good chance of converting their click into an enquiry or a sale. Whether you are looking to sell a new product or attract potential leads from a specific region, pay per click advertising can be very lucrative.

Here are just some of the risks you could be making when running a PPC campaign:

Sending people to your home page - if you are selling a particular product or service through your ad, do your visitors really want to trawl through your home page or website to find it? Link your ad instead to a dedicated landing page or your product or service page so visitors can get to what they need right away.

Sending visitors to your contact page - wait, you want them to contact you when you haven’t told them why they need to? Consumers are a savvy bunch and they will know you are only looking for a quick sale or a quick sign-up. They want to read about your product or service and be persuaded to use your contact form for themselves. Make them believe it was their own idea. Something else you may not be aware of is that offering something for free in exchange for filling in your contact form goes against Google best practices.

Forgetting to split-test the text of your ad - testing your ads is critical to your success, but this is one area that is often overlooked by those running pay per click advertising campaigns. Split-testing involves creating a number of versions of your ad and testing them to see which is creating the best results. Most PPC engines offer the ability to split-test and some also offer predictive testing although this won’t be as accurate as real split-testing.

Trying to juggle your pay per click advertising yourself - pay per click advertising is effective when done in the right way, but it can take time to get the best results. If you’re already involved heavily in the running of your core business, you may not have the time to invest. Handing over your pay per click advertising to an experienced team is a much more sensible idea and will free up your time to handle all of the extra business generated from this high efficient marketing method.

Don’t forget the negative keywords - many people opt for the most prominent keywords when formulating their ads, but this can actually be counterproductive. Popular
keywords are going to be highly competitive and so it pays to include a few negative keywords. These might not be searched for as regularly as the high volume keywords, but the trick is to use keywords that your competitors are ignoring, but your potential customers are using.

When you are looking for effective and affordable pay per click advertising in Bristol, using a digital marketing agency will ensure you get the best returns on your investment and stay ahead of your competitors.

 

By Sean Pritchard,  Visionary Media Marketing Ltd. 

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