Pay-per-click search engine advertising works. It’s the quickest way to get targeted traffic to your Website and costs pennies per click. However, many companies use pay-per-click campaigns to drive targeted traffic to their home page. Optimally, you do not want to take this approach when planning your CPC campaign. We suggest using more relevant CPC strategies to ensure that you are leading potential targets to the information they are looking for now.
Create multiple CPC campaigns for different keyword and phrase strategies. For example, if your goal is to lead consumers to a special Web promotion that appears on a landing page or another page within your Website than create relevant text ads [and relevant keyword and phrases] linking consumers directly to that page. By creating a link directly to your home page for a promotion that appears somewhere else on your site - you’re making consumers do the work, and often, consumers will likely abandon your website if they don’t find the information they’re looking for right away.
Additionally, if you’re advertising with Google, you’ll be penalized (with higher CPC costs) for promoting non-relevant content. Google uses a Quality Score for ad relevancy which determines your ranking position as well as your overall CPC cost. To maximize your campaign impact and ROI you’ll need to improve the relevancy of your ads.
One of the most important pages you should read if you plan to advertise with Google is Google AdWords Landing Page and Site Quality Guidelines. This will provide you with all of the information you’re looking for prior to investing in Google Adwords.
