Pay per click has rules, stick to them
PPC advertisements can be found on websites that rank well in the SERPs or they can be found on those very search results pages. The placement of your pay per click advertisement is entirely up to you. When you place your PPC ad on the SERP itself, you pay the search engine.
When you place that ad on a website, you pay the website owner. No matter how and where you choose to conduct your PPC advertising campaign, you need to adhere to general PPC rules.
Playing by the rules
The first rule is that you research and select your pay per click keywords very carefully. You must ensure that they are target audience specific and won’t bring the wrong people clicking through on your advertisement and wasting your money. Rule number two states that you need to write an advertisement that will be compelling and prompt action. Nobody will pay attention to your ad, not to mention click on it if it does not draw their attention.
The third rule is to stick to your budget and not play a bidding tug of war. Bidding higher for keywords will get you better ranking on your search engine PPC campaign. However, it could decimate your return on investment.
Set out a budget and adhere to it as strictly as possible. Rule number four - set the correct landing page. If a customer clicks through, they don’t want to land on your home page. They want to land on the specific product page that they are interested in.
You will waste money if visitors cannot find what they came for. They will leave. Make it easy and spell out the purchasing process plainly. Lastly, track your results and monitor the effectiveness of your PPC advertising campaign at all times.
