by Jaimie Siegle | Advertising Systems Inc.
A bad online reputation can be hard to erase, especially if you’re a small business trying to attract potential new customers through digital marketing tactics. Pay-per-click advertising can be a useful tool to target local markets and cross-promote your brand, but only if you play by the rules.
“Unfortunately, once an online advertiser has a black mark next to their name it is very difficult to get it erased,” said David Chapman, Webrageous marketing director, in a press release.
Chapman advised businesses to stay away from these major mistakes:
1. Using “free offers” to increase click rate
2. Including content on a landing page that may lead to a pay per click ban (porgnographic content, hacking material, casino-related content or illegal download material)
3. Using ad placement to force customers into clicking on advertisements
4. Marketing through chat rooms
5. Including pop-ups or e-mails with search engine advertisements or search boxes
6. Spamming techniques that create artificial traffic
7. Misleading people into believing that they will be able to receive discounts on keywords through major search engines or pay per click promotions
8. Creating a campaign that leads to a landing page that directs traffic to another site
9. Advertising “get rich quick” schemes
10. Making misleading or inaccurate claims within the advertisement or website
According to the release, consequences for committing these digital no-no’s include ad disapproval by search engines, account suspension, or blocked traffic to the domain.
How do businesses avoid these marketing mishaps? Thoroughly read all online advertising regulations and search engine policy guidelines; maintain focused, small ad groups and routinely check campaign performance; and hire a qualified, experienced online advertising specialist.