The Do’s And Don’ts Of A Successful Pay Per Click Campaign

The Do’s And Don’ts Of A Successful Pay Per Click Campaign -
There is a lot that goes into making a pay per click campaign a success. Like in anything worthwhile, meticulous planning is key to achieving success. A pay per click campaign is an internet marketing model where an advertiser pays for every instance that their ad is clicked. This way, a business is able to garner an online presence through its ads. There are many ways in which a pay per click campaign helps a business achieve its purpose. Top on the list is that it gives the business and organization visibility. Brand awareness is important in that it makes users and potential clients to trust your brand.

Just how well you plan for your campaign, determines the success that you will have with your pay per click campaign. What you need to remember however is that you need to dedicate yourself and your team to the success of the campaign if you are to be successful. In this article we shall take a look at what you shouldn’t do and also what you should do for success in your pay per click campaign.

What You Should Do

When it comes to keywords, an extensive search will give you better results as compared to going for generic terms that may not have a bearing on your business as you might have suspected at the very onset. Before setting up your campaign, an extensive keyword search is key. After identifying a number of keywords, the next step is for you to categorize them according to theme and relevance to various target groups in your campaign. The more relevant the keywords you choose are to your audience, the higher your chances of having an improved click through rate. This works well for your overall strategy as it gets to improve on your quality score and further leads you to enjoy better rates.

Your ads should be crafted in such a way that they get to attract the audience that you are looking for. By working on the quality of your ads, you consequently get to attract people that are genuinely interested in your brand. This way, you also get the chance of improving on the number of visitors to your website organically in the long run.

A professionally designed website is an absolute must if you are to enjoy more traffic to your website. With a professionally done website, you can be confident that visitors to your website will spend more time perusing through your site. When it comes to the website and particularly the landing page, they must go hand in hand with the ads that you have put up. This means that there must be a direct relationship between the ad and the landing page. Lack of relevance will end up with you losing on your quality score as there will be a lower click through rate.

To make the best out of your pay per click campaign, it is further more important that you understand the terms used. It goes without saying, that for you to fully understand something you must be able to explain it simply. There are a number of phrases and terms that are used when it comes to pay per click marketing. Getting to know them, gives you a firmer grip on the way your campaign performs. Some of these terms include, quality score, search phrase popularity, CPC (Cost Per Click) and more.

What You Should Not Do

Now that we have looked at what needs to be done, we also need to take a look at the flip side and explore what you should not do. The first not to do has to do with the keywords. You should never go for keywords, solely based on search volume. At first glance, it may seem as a good choice, but other factors as well will determine the success of your campaign. The most important thing to consider when looking at the keyword is its relevance. The more relevant the keywords are, the higher your chances of achieving success with those particular keywords. Other than relevance, you also have to consider cost. Keywords that have a high search volume are more expensive since there are more advertisers. What’s more there’s more competition when it comes to such.

You should not place to much focus on the keyword popularity. Though this can be very enticing, it is not wise to go for such keywords especially if they are not relevant to your target audience. Be keen on those keywords that will generate a higher click through rate for you.

When it comes to the landing page, you should make sure that you do not send all your traffic to your home page. A landing page where the visitors will get what they are looking for and a clear call to action will work great for your campaign. This is the one sure way of getting conversions in your pay per click marketing campaign.

Last but not least, is that you should not just simply set up your pay per click marketing campaign and leave it to manage itself. The sure way of ensuring success from your pay per click marketing campaign is by monitoring and tracking it. This way, you will get to understand what is working and what is not. You will further know what to tweak and focus on for better results.


Setting up a pay per click campaign is perhaps the best way of driving traffic to your website in a short period of time. Though this is the case, you need to be alive to the fact that a lot has to go into place of making it a success. By adhering to the listed do’s and don’ts, you get to enjoy more visibility, higher conversions and better returns for your investments. One thing that you should not forget is that for you to succeed you should make sure you monitor and track your campaign.