People often make common mistakes when making the decision to advertise their company and the products they sell through Pay-Per-Click advertising on the Internet. They look at what is entailed in creating a Pay-Per-Click program and decide to manage it themselves. When at a glance, it might seem simple, but there is so much more to it than just slapping in some keywords and an ad and letting them ride.
I’ve been at this for a while…
In the past twelve years, I have seen far too many companies lose a ton of money by not choosing to use professionals to manage their Pay-Per-Click accounts. Pay-Per-Click is not what it used to be. When I say that, I do not mean that negatively. What I mean is, that Pay-Per-Click used to be more straightforward. You choose a price and desired position. Then most part, you get there. Years ago, there wasn’t all these detailed features, scoring systems and fine tuned options like there is now. Pay-Per-Click has come a long way. I am proud to say that I have been around PPC before Google was even Google; I have seen a lot.
One of the most common mistakes made by people choosing to manage their own PPC accounts is not opting out of some of the default settings when signing up. By all means are the search engines looking to offer you a lot of exposure on the Internet and how brilliant they are to opt you in to some of these features. However, not all companies and business models will benefit from these. Unless you know what these features are, I suggest you unclick the box that might actually be the reason for you not being able to put food on the table next month. Sound a bit harsh? It can happen that fast if you do not know what you are opting in to. This is just one of the reasons you need to use a professional and someone that is experienced to assist you in your Pay-Per-Click efforts.
PPC advertising is a great way to advertise your business, your brand, your services and your products. Participating in Pay-Per-Click is an avenue that can bring your company to the next level for brand awareness, great leads, as well as successful sales. By utilizing the search engines and Internet to get the best exposure for your business, Pay-Per-Click is an amazing tool that can get you there and beyond if used properly.
Another common mistake made by people choosing to manage their own PPC accounts is not using the most targeted keywords for your business. This is a very important step. There are tools out there to assist you in creating your keyword list for your PPC account, but they are definitely not the final answer. If you use them, be sure not to get caught up in all of the optional related keywords that may or may not be relevant to your business. Be very specific in your keyword choices and be sure to choose keywords that are getting searched. One step further, make sure the amount of searches are reasonable and fit into your budget.
Here’s what you should do.
These mistakes are often made and it is not realized how damaging they can be until it is too late. Be kind to your pocket and smart enough to realize that it is better to use PPC professionals then to try to save a few bucks by doing it yourself. You are taking the chance of losing a lot more. Hire a PPC expert to do the work for you and it will save you money in the long run. Remember, I’ve seen it happen many times. Don’t let it happen to you!