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SEO for Rookies Paid Search Two Common Sense Principals For Pay Per Click Advertising
SEO for Rookies Paid Search Two Common Sense Principals For Pay Per Click Advertising
Two Common Sense Principals For Pay Per Click Advertising |
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| Written by Scott Hendison | |
| Thursday, 31 May 2007 | |
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There are a few basic, common sense principals that a beginning pay per click entrepreneur needs to understand while plotting a ppc campaign. These may seem a little obvious to some, yet they need to be reviewed if your ppc ad campaign is to be successful. If It Isn't Relevant, It Isn't Worth It. Common sense should tell you that your key words, ad copy and website all need to be relevant to the product or service that your company offers. If common sense isn't enough to persuade you to stay away from misleading tactics, ppc search engine and web master guidelines demand that your advertising remain relevant. Getting website traffic by misleading consumers will not increase your ROI. They may visit, but they will not buy. Don't waste your mental energy trying to figure out deceptive ways of forcing customers to your website. It just isn't worth it. Your website content should be written for human beings who are looking for the products and services that your company offers, not a search engine crawler. Your ppc ad copy, title and keywords should all relate directly to the product or service that your campaign is promoting. Throwing in popular but irrelevant keywords to attract attention is not only unethical, it's bad for business. Personally, as a consumer, I will not do business with a company that I find attempting to mislead me or trick me into a sale. I am sure that many other consumers feel the same. Relevance is crucial to the success of your website commerce. Every word of content and sales copy should provide substance for the reader that is directly related to your business. If you like to blog about politics and Cocker Spaniel puppies, leave that for your MySpace blog, not your business blog. Don't Neglect Your Product While beginning a pay per click ad campaign, it is important not to neglect your product or service. Presenting a high quality product or service to the public is your best advertising campaign. If a consumer finds your service or product to be misleading or substandard, they will not return for a second purchase. They may decide to share their poor evaluation of your company with their friends and family and may even post the dismal review online, steering potential customers away from your website. If, on the other hand, a customer receives a great product or service with a friendly interaction from your staff, they will bookmark your website and return the next time they are shopping for your product. Word of mouth is a powerful, cheap advertising campaign that only requires a business to live up to the standards of the customer and deliver what they promise. Even a highly successful PPC campaign will eventually fail if the company cannot back up the hype that the ppc ads and sales copy promises with a great product or service. Relevance and quality are two of the most important parts of any successful Internet marketing campaign. They should be the foundation of your marketing program and your business. |
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| Last updated on ( Thursday, 31 May 2007 ) |
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