I want to get straight to the point.
I know, not the best introduction, but before even using pay per click marketing you have to avoid these 3 mistakes.
#1 Mistake: No Landing Page
The most common mistake people make creating their PPC marketing plan is using their homepage as the landing page.
This is a no-no.
While it may seem logical to have your visitors brought to your homepage there are reasons why this should not be done.
People who click on your advertisement are looking for a specific item. Instead of bringing them to the home page, create a landing page designed for that specific marketing campaign.
Make it clean.
Straight to the point.
If the ad says Michael Jordan shoes, have the page be about everything Michael Jordan shoes. If you sell other items, put a small link somewhere on the bottom. Just make sure the focus is on what they're looking for.
# 2 Mistake: Too broad of a keyword (in Ads and search)
Do you remember the times before caller ID? You'd get a call thinking it's someone important but right when you pick up it's an unwanted telemarketer selling crap you'll never need or use.
Well, that's how it's like when you buy keywords that are too broad (general).
You get unwanted, unnecessary traffic. Traffic from visitors that will not convert. Or at least not as well if they were more targeted.
Does this mean all your keywords have to be specific? No. But at least have the words in your ads be.
For example, instead of the keyword "golf," try "golf clubs," or "Nike golf clubs."
And in your ads, it can be read something like, "Nike Golf Clubs: Free Shipping on All Orders +$50"
Doesn't that look better than, "Golf Clubs For Sale."
Which one do you think will get clicked more?
# 3 Mistake: Not Building a List
You want a sure fire way to burn your money fast and make sure your customers never come back?
Then don't follow this advice: always collect contact information on the page your visitor lands on when clicking on your Ads.
The whole point of creating a PPC ( Pay Per Click ) campaign is to acquire new customers cheaply and efficiently, and what better way to do that than make sure that anyone who clicks will give you their contact information for later use.
Make sure the landing page has web form that asks for the future customer's name and email address (at the very least).
So what's the formula for building a list?
Get the future customer's contact information.
Follow up and sell.
That was short and fun, right?
Are you beginning to see how learning these mistakes help you prevent holes in your pockets (as in, avoid losing money)?