When structured and executed effectively, pay-per-click management can drive meaningful business results by generating more and better qualified website leads. With pay-per-click advertising, your website listing and ad copy will appear on search results for targeted keywords and you only pay when a user clicks your ad. This instantly improves your search ranking and visibility for select keywords.

But determining the optimal bid is only the first step of setting up effective pay-per-click campaigns. You need to ensure your site content, structure and ad copy are strong. Google rewards companies with high-quality, relevant content and search-friendly site structure by increasing quality scores and charging less for pay-per-click ad bids. This saves you money in the long run and improves the impact of your campaigns.

Common Pay-Per-Click Management Mistakes

Pay-per-click account set up and execution is tricky, especially for large-scale campaigns. There are several common mistakes companies make with pay-per-click management:

  • Targeting the Wrong Keywords: In-depth keyword research is key to delivering results with pay-per-click campaigns. But many companies haphazardly select keywords to bid on for ads. You will be going in blind and likely reaching the wrong audience with your ads if you do not conduct adequate and strategic keyword research. This will throw valuable marketing dollars down the drain and drive unqualified visitors to your website.
  • Lack of Strong Calls to Action and Ad Copy: Do not use a generic corporate description for every pay-per-click ad. You must tailor your ad content to appeal to target audiences, increase the impact of your campaign and grow website traffic. Think about your audiences’ needs and pain points when researching products and services, and grab readers’ attention quickly.
  • Ignoring Testing: Sometimes, unexpected terms and bids are extremely profitable and effective at driving conversions. That’s why it’s so important to experiment with a variety of ad iterations and A/B testing to find out what works best at attracting your target audiences.
  • Failing to Track and Measure Results: By tracking short- and long-term pay-per-click management results, you can understand how pay-per-click campaigns impact your bottom line. Regularly analyze your results and constantly improve your strategy to generate a higher return on investment and digital growth.

To get the most out of your pay-per-click investments, companies need experienced professionals with a deep understanding of the nuances of Google and other online advertising providers. With the right approach, pay-per-click management can generate significant increases in website traffic for targeted search terms and help companies acquire new customers cost effectively.

Walker Sands Digital supports Fortune 500 companies and fast-growing businesses with pay-per-click services in a range of industries, including staffing, HR, logistics, professional services, consulting, associations, healthcare, commercial real estate and development, and software as a service (SaaS).

Our proven pay-per-click management methodology works with budgets of all sizes, from $1,000 to $50,000 per month in pay-per-click spending. We also help nonprofits maximize the return and impact of Google’s nonprofit grant program. Call us today at (312) 235-6173 to learn more about our comprehensive services and expert pay-per-click services.