How To Avoid Pay Per Click Search Engine Marketing Suicide?
The concept of pay per click search engine marketing advertising is fairly simple. When an internet user performs a search by entering one of your website keywords into their browser, then the search engine that you have chosen displays your website or advertisement near the top or right of the list that shows up.
If the user clicks on it, you have now gained another visitor to your website and you pay the search engine a small fee for the service they have provided you. Win-win, right? Well, sometimes.
Although the concept is simple enough, in reality, the above scenario does not always go exactly as planned. It might be possible that this new visitor to your website merely looks around, but does not buy any of your services.
This is fine if it happens every once in a while, but when more people are clicking on your advertisement or website than you can afford because none of them end up spending any money on your business, then you have a problem. How can you avoid this?
How To Play The Pay Per Click Search Engine Marketing Right?
First of all, determine how many visitors to your website it takes to make one sale. If the average sale on your website is about $30 and you end up paying $35 in pay per click search engine marketing in order to make a single sale, then you are paying too much.
This might be a problem with your website, not in your advertising. See if you can improve your website and entice existing visitors to buy. Since you obviously have created a catchy enough headlines or advertisement that is drawing all of these people to click in the first place, then you might need to focus now on the actually content of your website so as to convert traffic to sales.
Secondly, evaluate whether you have chosen effective keywords. If a lot of people are clicking on your website because you have chosen very popular keywords, but these words do not accurately represent your service, then you are wasting your money.
It is great to have a high volume of website traffic, but not if the visitors will not be interested in your product, especially since you are paying for each visitor to come. With pay per click search engine marketing, it is too big a risk to take to attract random visitors and hope that they will purchase something now that they are there.
The Importance of Keywords and Headlines
Choose keywords that truthfully and concisely represent your website and you will ensure that those who end up clicking are solid, quality visitors that are real potential customers. If you are selling Canon Digital Cameras, you wouldn’t want to use “Digital Camera” or “Camera” as keywords to run your pay per click search engine marketing campaign. These keywords are not “buying” keywords and they don’t represent your products close enough.
Visitors searching for “Digital Camera” could mainly be just browsing or looking for information before making a buy decision. For that reason, try to think from the buyers perspective and your keywords should be more targeted to what they looking for.
From the example given above, a better keyword to target at would be “Canon Digital Camera” or to be more laser targeted, use “Canon Powershot S90” for example.
The Importance of Description
The same way your keywords should be carefully and precisely chosen, your description should be well-worded and accurate. This is the same concept: since you are paying for every click, you want to ensure that the people that click are actually looking for what you have to offer. Evaluate your description and decide honestly if it represents your business accurately.
In order for pay per click search engine marketing to be worth your time and money, be sure to follow the above tips and enjoy the profitable results of a good advertising campaign.
