PPC Success - The Golden Rule

By Elaine Berry

PPC (pay-per-click) marketing is many people’s first choice for a way to make money on the Internet. Maybe it’s yours – but perhaps PPC success has eluded you? What’s the problem?

It could be one of several things. Did you choose the right keywords? Have you kept your adgroups tightly focussed? Have you submitted well-worded ads? Yes? And you’re still not finding PPC success?

So let me ask you a question. When your visitors click on your ads, what do they see? Because making sure your landing page is right is crucial to PPC success. And yet it’s amazing how many people don’t pay attention to it.

* Make sure your link leads to a page that features the product or service you are promoting in your ad. If it leads to the home page or any other page on the merchant’s web site, your visitors aren’t going to hunt around for the product page! They’ll go away and it’s a wasted click – which YOU pay for!

* Before submitting your campaign, visit the web page your link will lead to. Ask yourself if you would buy the product or service from what you see on that page. If possible find out statistics about the conversion rate of the site. Even if your visitors land on the correct page, it’s still a wasted click if they don’t buy!

* Double-check that your ad isn’t misleading. You need to be sure that the page the visitors land on is exactly what the ad has led them to expect.

* Consider pre-selling your product. Rather than sending visitors straight through to the merchant’s page, think abouit building a page of your own to send them to. Tell them much more about what the product will do for them, and then send them to the hard sell on the merchant’s page. Pre-selling has been proved to lead to much greater PPC success.

Getting your landing page right is really the golden rule for PPC success. It’s worth spending time on it – clicks that don’t lead to sales are what cause you to lose money. Just make sure you don’t neglect all the other things as well!

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