The Dangers of Pay-Per-Click (PPC) Advertising
PPC or Pay-Per-Click is a type of marketing that requires you to pay for every click (every user) that comes to your site.
PayPerClick is a very powerful search engine marketing technique in that it allows you to get a large amount of traffic to your website very quickly; however, many business owners spend much more than is necessary with this form of marketing (to the tune of 100′s, sometimes 1000′s of dollars wasted).
Common mistakes that are made with PPC campaigns include:
- Paying too much for every click to your site
- Not having a system in place (a funnel) to capture visitors’ information if a sale is not immediately made
- Not tracking properly (so you don’t know which keywords are bringing in the sales)
- Not figuring out your return on investment (ROI)
With paid click marketing, it is essential to create a sales flow that is congruent. There should not be a disconnect from the time your potential customer types a search into Google and until the time he lands on your website. Whatever the person is searching for when they click on your ad is what they should find. Otherwise, you will have a lot of wasted clicks.
Finally, be sure to track your clicks, conversions and sales carefully, and put a system into place that allows you to gather information about your website visitors before they leave. If they do not buy right away, they may buy from you later, but only if you follow up with them.
For more information about Advertising with PayPerClick (PPC) without losing your shirt, click on “Marketing Online Course” above and fill out your name and email.
