There are no absolutes in this world, but there are trends that we can use to avoid utilizing bad marketing tactics. When it comes to pay per click marketing, there are a lot of mistakes you can make that will cost you money. But there are four critical errors that are sometimes made in pay per click campaigns that not only diminish the results the campaign gets, but they could also damage future campaigns as well.
A well-written pay per click ad is going to get people clicking on the link to find a certain type of content. When people click on a link and wind up at a landing page that has nothing to do with the ad content, then consumers feel duped into seeing something they don't want to see. That is why you must be sure to create a relevant landing page for every pay per click campaign, and make sure that every link you use in your pay per click campaigns point to the right landing pages.
It is acceptable to keep old landing pages available on your website, but only if those pages are part of a pay per click campaign that is still going. Once you end a pay per click campaign, you should take down your landing page and develop a new one for your next pay per click campaign.
A call to action statement at the end of your pay per click ad helps give your ad a sense of completion for the consumer, and it also inspires your audience to take action when they are done reading the ad.
A call to action can also be important if you want your audience to do something other than clicking on a link. For example, if you want customers to call a phone number or click a link for more information, then a quick call to action will make that clear and get you better results.
When you first release a pay per click ad, it is not going to get you the results that you want. This is almost guaranteed in every campaign you will run. If you want better results, then you need to engage in ongoing development of your pay per click ad. If you are not using dynamic development to change your ad based on your results and the trends of your audience, then you will never give yourself the opportunity to maximize your results.
What is the competition doing with their pay per click ads? Is the competition doing something consistently that would indicate that it is working? In the business world, you cannot live in a bubble. You must analyze what the competition is doing, and use the competition's own success against them.
If you are running a pay-per-click campaign and you are getting consistent data that tells you that a particular set of keywords is not working, then you need to change those keywords. Too many people allow a flawed campaign to run and then wonder why the results are not what they wanted. Monitor your pay-per-click campaign and make changes to improve its results as the campaign moves along.
A good pay per click campaign is developed over time and conditioned to reach a certain type of audience. When you find pay per click tactics that work, you should utilize those tactics and continue to develop them for future success. When your pay per click campaign starts to show poor results, then they are reasons for that. Your job is to find the reasons, correct them, and get your pay per click campaign back on a successful path.