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When starting a network marketing or small business using internet marketing, many people have limited experience or knowledge in the industry. This can lead to a few mistakes when applying the first internet marketing strategies. Those mistakes can not only cost money, but can also affect one’s confidence and motivation.

One common mistake is using pay per click marketing without adequate knowledge.

You are likely to use pay per click marketing when you start marketing your business online, because it is a very efficient medium to get traffic to your website immediately. The drawback in using pay per click marketing early on is that the less you know and apply the right tactics, the more you will have to pay! I am not saying here that you should become a theoretical expert before you start marketing your business using pay per click, but you must learn as much as you can as early as you can. Being an amateur at pay per click can be very damaging to your finances in 3 ways:

1. It will cost you more to be placed in a good position on the search engines
2. You may receive a lot of traffic, but only poor quality leads (quantity vs. quality)
3. Your ads may be performing poorly, and therefore you may have no traffic, no leads, and no income as a result.

I was really pleased when at first I saw how many people were driven to my ads and my website: I was getting great click through rates, my ads were performing well, and many people were even taking the next step on my website and entering their details. BUT, I realised after an expensive month generating more than 1000 clicks and more than 100 leads that I was speaking to the wrong people. Sure, people were interested in learning more about my business, products and opportunity, but where were all the seriously determined entrepreneur-minded people I was truly looking for? I did get a few great leads out of these numbers, but the truth is, it cost me a lot more time, money and energy than it should have, and in the process the people I was really looking for probably didn’t even see my ads.

Many resources are available to help you learn how to use pay per click effectively, how to secure your website rankings and how to generate quality leads by reaching the right market. The bottom line is, the less you learn about those principles and techniques, the more it will cost you and the less it will pay off.

Here are my recommendations for tackling pay per click marketing when you are starting out in internet or network marketing:

1. This is a must: Learn the basics on pay per click marketing. The ‘Definitive Guide to Google Adwords’ by Perry Marshall is a great tool, straight-forward yet comprehensive, and will help you create your campaigns and assess your results.

2. Learn the basics on how websites are picked up and ranked by search engines, so that you understand how to create an effective title, description, keywords, content and links for your own website.

3. Continue to broaden your knowledge and apply new strategies step by step. Do make sure you know the basics before you start spending your entire marketing budget (it may be worth waiting another 1-2 weeks to learn more before marketing your business), and then get into the more advanced stuff. Continually analyse your results and refine your marketing campaigns. Remember that the internet is always changing and what works today may not work forever.

4. Define your target audience. Design your ads to talk to them. Ask yourself if your ads could be misinterpreted, unclear or misleading - this is how you get the wrong people to click on your ads (and pay for it). Also make sure that the content on your website targets the right people; even though you have already paid for a click, you still don’t want to waste your time calling the wrong prospects. Basically, use the content on your website to help people pre-qualify themselves before signing up.

5. Record and analyse statistics on your leads. How many were not actually looking for your type of product or business? How many were not serious candidates? How many quality leads resulted from your efforts and investment? How much did each lead cost you? Find out what works and what doesn’t work and change your marketing strategies accordingly.

6. Accept that less traffic (especially the paid one) can be a good thing. You don’t want to spend money on bad leads. Quality brings better results and is more cost-effective than quantity. Hit and miss can be an expensive approach.

7. Until you have sufficient knowledge to create campaigns that generate quality leads for yourself, consider using the services of an expert marketer. For example, you may be able to join a marketing cooperative within your company. However, be cautious about purchasing leads from a third party, as you may not know the origin, nature or quality of those leads.

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