Pay per click, or PPC, advertisements are one of the fastest and easiest ways to target traffic and drive it to your website. If you don't know what PPC ads are, they are sponsored links, or ads, that show up when a user performs a search on a search engine, and they can also be an advertisement on a website or blog.
PPC ads are more effective than banner ads or offline advertising because they are a more targeted form of advertising. However, many businesses fail to carefully select the keywords and phrases for the PPC ads or fail to send the user to the right page of the website when someone clicks the ad. These mistakes can be very expensive for the company.
The point of a pay per click campaign is to get your advertisement in front of searchers who are looking for what it is that you have to offer. This means that a lot of keyword research needs to be done and an impressionable ad copy needs to be created to get the user to look at the ad and then click through to your site. The wrong keywords will get your ad in front of the wrong people.
One of the biggest mistakes companies make in their PPC ads is sending the user to the main homepage of the website when they click on the ad. They also make no attempt at establishing a relationship with the site visitors that don't make a purchase.
Instead of sending visitors to the home page, visitors should be sent to a webpage that is very specifically relevant to the keyword that was searched. For example, if you have a website about beauty products and you are running a PPC campaign targeting hair brushes you should not send a visitor who came to your site through your ad to the homepage of your site. The visitor will potentially be frustrated that she now has to determine where the hairbrush section of the site is and she might leave quickly. Instead, the link in the ad should take her directly to the webpage about hairbrushes. If there was a specific style or brand of hairbrush mentioned in the ad, then when the link is clicked the user should be taken to a webpage that is about that specific hairbrush.
The landing page does not need to sell the product. Instead it is wise to allow the landing page to help build a relationship with the visitor. One suggestion is to offer the visitor something free such as an ebook which requires a signup, an online seminar, a newsletter, educational information etc. Teaching the visitor more about the product or service helps to build a relationship.
Landing pages should not offer the visitor too many navigation choices that lead away from the page. Instead conversion choices should be offered. If the visitor is offered a download, newsletter form, free drawing entry form, link to the "Contact Us" page etc. all of these paths will lead to a conversion.
An effective pay per click marketing campaign can be very time-consuming and requires a great deal of planning so it is highly recommended that a marketing company with expertise in PPC advertising be hired to handle all PPC campaigns. They will perform all the necessary research to determine which keywords should be targeted and will work to create ad copy that will make an impression. They will then be able to execute techniques that will bring you positive results by improving your conversion rate.
Visit StLouisPayPerClick.com to get more information and resources about pay per click marketing for St. Louis pay per click users and companies.
Article Source: http://EzineArticles.com/?expert=Jennifer_Couch
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