If you are trying to generate leads and sales, Pay Per Click advertising is one of the fastest, cost-efficient ways to do so. With an excellent Adwords campaign you can quickly generate a lot of high quality, high converting traffic. On the other hand, a campaign that is not optimized can be a huge money sink and send you irrelevant traffic that costs more than you should be spending.
One of the most common mistakes that beginning PPC advertisers make with their business is to target keywords that have an extremely high search volume despite not being entirely relevant to their business. What happens in this case is that you receive a low Quality Score because your ad and keyword will not match your landing page content. That means you will end up paying more. Make sure that the ads you create are based on keywords in sync with your landing pages.
Another huge factor that determines your quality score (and ultimately how much you pay for each ad) is the clickthrough rate (CTR). Your CTR is the percentage of views which actually click on your ad and visit your site. The higher your CTR, the less you have to pay for your PPC campaign.
The more popular the term, the higher the costs. The less relevant the ad content, the lower the ranking. In other words, you could spend a lot on a keyword and, without the right ad content, get little or nothing in return. Determining the effectiveness of your ads is also critical.
Testing is extremely important. Instead of creating a single ad and hoping that it does well, creating multiple ads with slight tweaks (such as a different call to action, a different way of displaying the URL, or a different title) will help you analyze which ad is receiving higher click through rates. Make sure that you only change one element on each variation so you can see exactly what is making the difference. By testing you will be able to increase your quality score and save money on your pay per click advertising.
One of the most common mistakes that beginning PPC advertisers make with their business is to target keywords that have an extremely high search volume despite not being entirely relevant to their business. What happens in this case is that you receive a low Quality Score because your ad and keyword will not match your landing page content. That means you will end up paying more. Make sure that the ads you create are based on keywords in sync with your landing pages.
Another huge factor that determines your quality score (and ultimately how much you pay for each ad) is the clickthrough rate (CTR). Your CTR is the percentage of views which actually click on your ad and visit your site. The higher your CTR, the less you have to pay for your PPC campaign.
The more popular the term, the higher the costs. The less relevant the ad content, the lower the ranking. In other words, you could spend a lot on a keyword and, without the right ad content, get little or nothing in return. Determining the effectiveness of your ads is also critical.
Testing is extremely important. Instead of creating a single ad and hoping that it does well, creating multiple ads with slight tweaks (such as a different call to action, a different way of displaying the URL, or a different title) will help you analyze which ad is receiving higher click through rates. Make sure that you only change one element on each variation so you can see exactly what is making the difference. By testing you will be able to increase your quality score and save money on your pay per click advertising.
About the Author:
Robert P. Williams, Owner of Best Bail Bond Ads Offers a Free "No Obligation" Mini Audit to help you determine how much money is being wasted on your pay per click adwords campaign.
