PPC campaigns are great. They are a fairly easy way to advertising your business, and when done right they can be incredibly lucrative. In fact, many businesses rely on PPC as their main source of leads, and achieve great growth using this as a strategy. But the problem is, PPC campaigns can very easily go wrong. Even if you think you’ve set everything up right, your campaign can still fail, and you’re left scratching your head trying to figure it out. If this sounds familiar, don’t worry – you’re not alone! And to help you out, we have just 5 reasons your PPC campaigns might be failing, and how you can improve them.
You’re Focussing On The Wrong Audience
The ultimate aim of any marketing strategy is to attract your ideal customer and convince them to buy. This means you need to do some analysis and targeting, and understand who actually buys from you. Google has made this much easier for businesses to do – giving drill-down information like geographic, demographic and psychographic traits on its users. So use this data to identify the type of person who actually buys from you, and build your campaigns on this. This means you will be attracting the right kind of customer, and you stand a better chance of converting.
You Don’t Have A Strategy
Would you get into the car and start driving with no idea of where you’re going? Well, some of you might, but most wouldn’t. Because you’ll never know what the destination is, how to get there, and what the most efficient way possible. But amazingly, people are more than happy to take this approach with their PPC campaigns. Before you start, you need to understand what your end goal is for each campaign, and how you can use PPC to achieve it. successful campaigns set long term goals and think strategically – not tactically – and understand the different stages they need in place before they start.
Your Copy Is Bad
There’s no sugar coating this one – sometimes your campaigns fail because the words you’re using aren’t any good. Customer journey is an important part of designing your PPC campaigns, and part of that is about making your ads consistent, compelling and unique. Even if you’re at the top of the page, it is hard to get recognised when your Ad is indistinguishable from your competitors’. But if you’re able to make your ads relevant, specific and thought-provoking without being too dry or boring, you could see an increase in interest. If you’re not sure how to write these things yourself, hire a copywriter to help you out – you won’t regret it.
PPC campaigns aren’t fire and forget – they require a lot of management and maintenance. A disorganised PPC management process will usually result in not a lot of clicks or conversions, and you wasting a lot of time and money. So don’t just set everything up and leave it to do its magic – dedicate some time every week to looking at your campaigns, seeing what is working and what isn’t and making changes. Regular check ins can be the difference between success and failure on google. And if you can’t commit to that – you can always hire someone to do it for you.
You’re Not Tracking
Tracking and measuring is the only way to know how well your campaigns are performing, If you don’t do it, then you will never know what needs improvement, and your campaigns will fail. There are a number of things you can track, including leads, registrations and sales – each of which gives you an indication of the areas your campaign is performing well in, and where there is room for improvement. From there you can tweak images, d text and keywords accordingly, and see the ROI start to grow. So, don’t even think of running your PPC campaigns without having a tracking plan in place beforehand.
If you’re still not sure why your PPC campaigns aren’t working, or just want some advice on getting the best from your Google Ads, that’s where we come in. At Ad-Extra we have years of experience creating, running and managing PPC campaigns for all sorts of businesses, helping you get the most out of your money. If you’d like to know more, our door is always open for a chat and a cup of coffee. Just get in touch with the team today.