Pay per click (PPC) advertising has become a powerful way to generate results-based marketing that focuses on a specific target market. A PPC campaign with the right strategy can result in more sales and higher conversions. However, a PPC campaign with a poor strategy (or worse, no strategy), can fail dismally.

Here are three common mistakes that some advertisers make that undermine their PPC campaigns. Avoid these mistakes, and you will have a better chance at better PPC success.

1. Conducting Poor Keyword Research :- The biggest PPC mistake is failing to research relevant keywords. Many advertisers simply brainstorm a list of potential keywords and then choose the ones that they feel are the best possibility for search results. The problem? Keywords chosen in this manner tend to be too general and unfocused.
   
   Although it is a good idea to brainstorm and jot down potential keywords, you must perform the research on the best ones. Use analytic keyword tools provided by search engines. Google's keyword tool in Adwords can be a great help in finding out if a keyword is too broad in scope. It can also provide a long list of alternative keywords and phrases that may be more relevant and give you a better chance at bidding on a PPC campaign.
   
   
2. Failing to Monitor and Track Results :- One of the common mistakes that advertisers make on any form of marketing is failing to track results. How can you improve your advertising strategy if you don't know what works and what does not?
   
   PPC comes with many tools for monitoring and tracking the results of your campaigns. Real-time reports can be used to find out which keywords are the most effective. You can also track clickthrough and conversion rates. The most successful advertisers use these tools to accurately judge ROI, keeping the best performing keywords and eliminating the rest.
   
   Unfortunately, these tools are often ignored or misused by new PPC advertisers. The best use of PPC reports is to analyze them in order to make corrections and constant updates to your PPC strategies. Then continue monitoring and fine tuning your campaign until you get the results you want.
   
   
3. Omitting a Relevant Landing Page :- Many PPC advertisers bid on specific keywords for their products or services, but then send a click through to a general home page. This poor PPC strategy usually translates into a very low conversion rate. Remember, people who make searches for products and services want to know more about that product now. When they are faced with a general home index and have to search (again) to find the right link for the item, they generally hit the "back" button - leaving you with a paid click but no conversion.

You must be conscious of creating a specific landing page for your keywords. If you are bidding on keywords such as "ladies leather handbags," create a landing page that gives a PPC visitor all the information on your leather handbag products. You will likely see better sales conversions and higher ROI on your PPC campaigns.

Your PPC campaign should have a sound and tested strategy. Don't just jump into a PPC advertising campaign. Learn to avoid these costly mistakes by aiming your campaign at getting the right customer and making the sale.

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