Five Proven Ways to Waste Money With Pay-per-Click Advertising Mistake No. 1: Use your homepage as the landing page - Fix No. 1: Always take clickers to a well-crafted landing page, distinct from the company homepage. Mistake No. 2: Don't bid enough to secure a top spot - Fix No. 2: Choose search terms and manage bids in such a way that you'll consistently appear in one of the top three spots. Mistake No. 3: Don't make your ad copy specific - Fix No. 3: Be specific and unique in your ad copy. If you've got patented or otherwise unique features, a particular market or application expertise, unusually friendly return policies or warranties, or something else that sets you apart, this is the place to mention it. Mistake No. 4: Don't align your landing page with searchers' keywords - Fix No. 4: Make sure your landing pages stay focused on the key words which bring clickers there in the first place (you may have several landing pages, simply to ensure Keyword Flow). You'll increase clicks, increase conversions and as a result, increase ROI. Mistake No. 5: Don't bother with testing - Fix No. 5: Test, test, test. It's easy to do and with a bit of focused attention, you can improve your results dramatically. PPC has a tremendous amount to offer the small and midsize business owner or marketer. Keep these five guidelines in mind as you establish your PPC campaigns, and you'll be turning clicks into profits in no time!

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