So there is a lot of discouraged online marketing advertisers that will tell you to stay away from Google AdWords, or for that matter, any other type of PayPerClick program altogether. They don’t work, they will tell you. It’s just a big waste of time and money.
They will tell you the ads that you place won’t generate any clicks or sales and that you will be wasting a lot of money trying to make this internet marketing thingy work. They have really tried, and will tell you from their own efforts and experience that this whole idea of (PPC) advertising is indeed a complete waste of cash.
Most commonly, when initially starting out in PayPerClick, the most common mistake that’s made is – you will create an ad, then you display that ad based on hundreds, if not thousands of different keywords for that niche. Then, to further add to a failed campaign, all the keywords lead to the exact same landing page on your website.
So here is an example of what happens:
Steve decides to use Pay-Per-Click advertising to jump start his site and help boost sales. So he goes ahead and compiles a list of keywords based on everything dogs, the list has several hundred keywords that he could find, all relating to website. He then goes ahead and creates what he believes is the best ‘ad’ that he has ever seen anywhere. He thinks he’s set, all ready to go. He’s created the perfect ad, researched hundreds of relevant keywords, and now he expects a whole lot of instant exposure and sales.
He goes to his Google AdWords account and then enables the new ad. Confident that he has done his very best, he takes a break. Steve is excited with anticipation that once he gets back to his PC, there will be an influx of targeted visitors and maybe even some sales.
He goes in to his AdWords account and his head hits the floor when after a few hours, he sees that there are NO clicks! None. His perfect ‘ad’ has been displayed over 200 times, but not one single click. He also notices that Google Adwords has also disabled some of his keywords, telling him that he has to increase the ‘bid price’ to use those keywords. So Steve goes ahead and raises the bid and his keywords are back in play.
Later, he checks his Adwords account again, and this time he finally sees that he’s had some clicks. In fact, he’s had 79 clicks so he’s confident that everything is working properly. He then goes and checks his payment account to see how much money he’s made. What??? there is not one sale. Still optimistic, he lets the campaign run for a few days, but darn it, the results are still the same. He’s getting a heck of a lot of clicks, but not one lousy sale.
So after six days of the same, Steve has spent over $300 on clicks and the only entity making any money is Google. Discouraged and quite disappointed with the lack of sales, he cancels his Google AdWords campaign, as well as his Adwords account because, well… “PayPerClick ads just don’t work” for the little guy.
Well, Steve made a few critical errors
The next mistake he made was raising the bid price so he will get more displays for his ads. Sure, more displays will get more clicks, but all those clicks did was cost him more money. Those visitors going to his site, may have originally searched for Raising Dogs, but all his ad’s did was it took them to the home page of his dog site, and not directly to the page related to the search term.
Most people just won’t waste their time navigating around your website finding the exact information that matches what they were searching for. Searching is a chore in itself, they have already searched on Google to find your ad, then they bothered to click on your ad, now you are telling them that they need to search even deeper to find exactly what they’re looking for? Well good luck on that… they’re gone from your site in an instant.
So do things right the first time. Have your targeted ad directly related to the keywords that you are using. If your keywords are about Dog Grooming, then your ad should also be specific about ‘Dog grooming’, and thats it, nothing else. And when someone happens to click on your ad, you should direct them straight to the page on your site that’s about Dog Grooming. Doing this one thing will get you more targeted hungry clicks, and those clicks will become sales.
Each keyword you use should have its own specific “ad”, and that ad should lead to the exact page on your site that’s about that specific keyword topic. Sure, this may not be practical and too time consuming, especially if you have hundreds of keywords. If this is the case, you should at least group similar related keywords together and direct them to an ad that’s related to that keyword group.
For example, say you have 149 keywords that you are using that’s related to dogs. You could then write an ad specifically for one of the keywords say… Dog Behavior, and then connect that ad to the dog behavior page of your website. Make it easy for your visitor to find exactly what they are looking for. Google Adwords if done properly does work.