One of the quickest, but most expensive, ways to get people to your website is with PPC advertising.  But do you know what risks to avoid?

Brands, both large and small are using the internet to find new customers.  Pay-per-click advertising, or PPC advertising, is an exceptional way to drive traffic to your website.  There are a lot of free and low-cost tools that can assist you in planning your next great online marketing campaign.  But PPC advertising is risky because if you do not follow the proper steps when planning and setting up your campaign, you will be waiting value marketing dollars.  If you are new to PPC advertising, or want to rethink an existing campaign, here are 5 things you need to know.

1. Forgetting to split test your PPC advertising text.
With any type of online advertising, testing is your friend.  Split testing means that you create several different variations of your ads for each ad group.  This will allow you to determine what words, or how it is worded, drives the most click through and the most goal conversions.  Most of the PPC engines allow you to split test, and some even use predictive algorithms to suggest text that is mostly likely to be successful. But instead, it is ideal to look at your PPC engine’s help section and find instructions on how to create versions of the PPC ads.

2.Stop sending visitors to your homepage.
When selling a product or service and creating PPC advertising, many companies send the person that clicks through on the ad to their homepage. If that is what you are currently doing, you are really missing out. A website visitor that finds your site through PPC advertising has already raised their hand and in essence said, “Yes, I want to learn more!” Take them them to a page created for that product or service that tells a new lead everything they need to know about the product and how to learn more.  Webpages that have targeted content will be much easier for them to navigate than a new website where they have no idea where to go.

3. Don’t send visitors a required contact form.
With online advertising, it is a well known and accepted fact that your data is important. So is gathering the data on your customers, especially email addresses. Many companies have created webpages that as soon as you hit them hide the website and require that you sign up for their newsletter before being able to proceed.  Such a form not only violates the rules for most PPC engines, but most new visitors to your website will be turned off by being forced to provide their contact information upfront.  Instead, have a webpage that contains an online form on the side or at the bottom that offers them premium content, or a free quote – something of value – instead of making it a required contact form.

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4. Failing to use negative keywords in your PPC advertising.
Negative keywords are those words that, when entered in a new search, will prevent your advertisement from displaying.  Adding negative keywords to your advertising campaign will allow your ad to be displayed only by those individuals who you have determined your ad would have the most relevancy.  This will save you value PPC advertising dollars.  If you are a real estate attorney and are running a PPC campaign, you might be using the term “real estate attorney” but you might want to add “divorce” as a negative keyword so your ad doesn’t display if someone searches for “divorce attorney.”

5. Depending too much on broad match keyword ads.
When all or part of the keyword phrase you are using is searched for, your paid ad will appear. While this approach might help you to reach more people, and broader possible pool of website visitors, you are sacrificing ad relevancy for ad reach.

For example, if you are a real estate attorney, your PPC advertising for “real estate attorney” will likely appear in the search results for queries such as “real estate listings” or “real estate rentals.”  In that case, your advertising dollars are essentially wasted.  Set your ad to appear for exact matches, so they reach the right people. You might reach less people, but your ad will always be relevant to those people who do see your ad.

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To run a profitable per click advertising, PPC advertising, campaign, you need to avoid the pitfalls that most companies start out fall into.  Blitz is here for you and wants to see your business grow. Try out these tips and let us know how it goes.

Is your company already using PPC advertising, to improve sales at your company?  We want to hear from you! Share your feedback in the comments below!