Advertisers are often buying pay-per-click ads because they only get to pay what has just been clicked. It means a lead has been generated before it is considered sold. However, having no leads or just a few leads does not make anyone happy. The time no one is clicking is chance taking long before happening. It’s like waiting too long before being able to present your pitch to a prospect. In traditional sales, if you have given a sales leaflet to 100 people, 10 will listen to your presentation and only 1 will finally buy. That means you need to reach 100 people to have 1 person buy. With PPC, the rate can be higher or much lower, depending on how good or bad your campaigns are. To make the rate high, the mistakes ought to be eliminated because they are only costing money.
Making your home page as the target url
One of the common mistakes in setting up your PPC campaign is to direct the traffic to your home page. Your home page does not even do the selling for you. It is merely an intro to other pages of your site. Instead, you should use the direct link to where possible customers can readily pay what you are selling.
Making your contact page as your target url
Just like the first mistake, using the contact page as the target url is another common error many PPC campaigners do. You cannot sell from your contact page. It might even disappoint the buyer and just leave instead. Your hot prospect has just turned cold.
Not split-testing your ads into several variations
Before executing your ads, you should have split-tested them first so that you can determine which ad composition attracts the most clickers even before you have to spend on your ads.
Using broad keywords
Broad keywords will only make your ads appear but they are so irrelevant that you only spent for the lead but no sale happens. Take time to be as specific as possible. In a way, you have paid for traffic instead.
Not using negative keywords
Negative keywords prevent your ads from appearing when they are searched for. You do not want people to go to your site when these keywords are searched because they are not relevant. Many fail to make use of this strength.
Pay-Per-Click is a way by which you can get prospects to buy your products or services. It is preferred by most because you only get to pay for every click regardless of the number of appearance your ad had in a particular space. Many are spending money, still, without getting the supposed result because of the mistakes that are commonly committed. Make them aright and you will improve.