Pay-Per-Click Don’ts

If yesterday I told you how to write a good PPC ad, today I’ll tell you what not to do when you start a PPC campaign.

Don’t start a PPC campaign if you don’t have the proper landing page for the product or service you advertise. This means that you should create a specific landing page for each product. This page should include clear information, obvious contact details, links to other important information like FAQ, payment terms, shipping terms, disclaimers, etc. You should never point your visitors to a general page and force them to look for the advertised product by clicking on links from different categories.

I told you yesterday to avoid superlative terms and irrelevant (or too general) keywords. Now it is time to underline another detail: do not bid too high for the top position, especially not when you run a campaign on a low budget. Statistic the sites situated on the top positions of the sponsored results receive more unqualified clicks than the ones from the lower positions.

Don’t trick your customers to click on your ad by implying that your products are the cheapest when they are not. Not only that the visitors will not buy but they will also speak badly about your business and there is nothing more difficult to address than negative word of mouth.

Don’t just let the campaign “run”. You should always monitor its performance and perform changes accordingly. Google might stop under-performing ads and you don’t want this to happen especially if those ads have a low click-thru rate but great conversion. Remember: it’s not the number of click that matters, but the number of sales. And this is what a successful PPC campaign is all about: sales!


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