Why is it that PPC doesn’t work for You?

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August 19th, 2008 by Geoff

During the last few years it has become obvious that many new businesses and MSE were the main beneficiaries of Pay Per Click as a starting point for their online success with later expansion into SEO, shopping feeds and content advertising.
MSE can be a gold mine for consumers as they offer a unique & personal service and can give a professional advice based on long term experience & knowledge of its own industry.
So why do so many of them fail?

The main restrain for smaller businesses is cash. They do not have buckets and buckets of money to invest in a flash site or spend on PPC advertising. This limiting factor can be even more crucial when the company experiences a cash flow slowdown and as a result higher demand for business leads to lower ability to subsidies its marketing activities.

A fancy site can be very attractive, but advertisers shouldn’t forget that functionality is a priority. Despite living in the 21st century, many people still don’t feel comfortable using the internet, a well structured and clear site with visible links is a winner. Do it once and you’ll never will have to change it again. Any future growth and cosmetic changes could be incorporated into existing design.

It very common that advertisers tend to put as many products on their site as possible. Too many unrelated products may confuse the visitors who clicked on your ad in attempt to find something very specific. In this case good categorisation or sometimes having a few completely separate sites is a necessity.

Relevancy always was an Adwords main drive and concern so it should be advertisers’ as well. Check that your ads match your keywords and landing pages and that your page URL is working. At the end of the day you don’t want to waste your click.

Avoid advertising on competitive products or keywords. Niche is always a way to go. If you don’t have niche products, find niche keywords and vice versa.

Your site should have USP’s such as a brand, quality, delivery options, product design, price, range, customer service & etc. If customers like you they always will come back.

Create a focal point on your site, such as the best sellers, special offers or products available only on your site. It will help you to build your brand and keep the customers interested.

Introduce complementary products and place them next to the searched ones to encourage visitors buy more.

And remember, before you make a decision to advertise using AdWords, read the manual or outsource your campaign to an AdWords qualified company!!!

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