When you set up your first pay-per-click advertising campaign, you probably chose keywords, wrote a few ads. And thought about the types of customers you want to bring to your landing pages.
If so, you certainly aren’t alone – that’s the way most businesses set up their accounts. Unfortunately, though. It also ignores half of the equation: the customers you don’t want to attract to your business website.
There could be a lot of different reasons that you might not want certain segments of the market. Maybe they are loyal to another brand, can’t afford what you sell Or live in an area that you don’t want to ship to. Regardless of the specific cause, it’s important to make sure you aren’t paying for visits from people who aren’t going to buy from you.
Here are three quick ways to make sure you aren’t wasting your money:
1. Use lots of negative keywords. Just as there are keywords which are your ads, you should use some that trigger your ads not to show. Specific negative keywords would be unique to your business or industry, but often words like “free,” or certain locations, might be good candidates.
2. Study your analytics closely. Sometimes, you think you have a great keyword or phrase until you actually tested it out for a while. If you find that a certain keyword or idea is leading to lots of traffic but no sales, it might be time to get rid of it.
3. Write ads that discourage the wrong types of buyers. You should write pay-per-click ads that appeal directly to your perfect buyer, but not necessarily everyone else.
It might seem counter-intuitive to disqualify Internet searchers when the goal of pay-per-click is to attract targeted traffic, but the more you focus your campaigns over time, the more profitable you can ultimately expect them to be.