What are the main reasons PPC campaigns can fail?

5 min read

Avatar Luke Tobin

13th July, 2017

Business advice,Digital Agency,Google Advertising,Online marketing,Pay Per Click,PPC

As technology continues to advance at an unprecedented rate, more businesses than ever before are recognising the many benefits that come hand in hand with launching highly targeted PPC advertising campaigns.

And, with the ability to connect and engage with mass audiences in all corners of the globe, it’s no surprise that many social media experts now consider internet marketing to be one of the most effective and powerful advertising platforms, especially when it comes to optimising brand awareness.

Many brands around the world are already using PPC programs to maximize conversation rates, increase engagement and boost sales.

But what is PPC?

PPC stands for ‘pay-per-click’ and is an Internet marketing strategy whereby advertisers pay a fee each time somebody clicks on their ad. Many marketing experts look at this tactic as a way of buying customers to visit your site rather than attracting them organically.

One of the most popular forms of PPH is search engine advertising, which allows businesses to utilise social media platforms such as Instagram and Facebook to initiate highly targeted ad placement.

Why do PPC campaigns fail?

Like any online marketing strategy, you are not guaranteed to achieve results whilst using this tactic, and it would be foolhardy to think other wise.

There are a number of reasons why PPC programs fail. However, the key to preventing these programs from failing is to understand the components that can result in a guaranteed failed PPC program.

Here are just some of the reasons why PPC programs can fail…

Bad Ad copy

As well as your PPC campaign having a good structure, it’s also important that the ad copy is effective, engaging, and impactful.

Your copy should have a clear purpose, clearly outline what you are offering, have a clear call to action, and explain why your target market should invest further in your brand.

So many businesses don’t take the time to finely tune their ad content and as a direct result, they often fall at the first hurdle when it comes to initiating their PPC campaign.

With this in mind, you should invest the time and effort into perfecting the right content based on your business objectives.

Avoid putting too many options on your landing page

When it comes to optimising the success of your PPC campaign, it’s vital that you recognise the importance of getting your landing page right.

This is because landing pages are crucial to PPC success. This is because one of the main purposes of any landing page is to maximise conversion rates. Once your target audience has clicked on your ad, the aim is to encourage them to take the next step once they land on your website, whether that’s buying your product, requesting a quote or giving you a call.

With this in mind, your landing page should not only be highly focused but you should also avoid over-populating it with too much content. An over crowded or confusing landing page can actually deter visitors from engaging with the content on your website if there are too many options.

Instead, there should be easily to navigate and contain clear calls to action, which should be highly visible to your customer. This is crucial if you stand any chance of optimising the success of your PPC campaign.

As a general rule of thumb, your landing page should include download options, a contact form and your phone number and email address should be clearly visible at all times.

Keep the content on the landing page to a minimum and ensure that the content you do include is clear, concise and effective. So many PPC campaigns fail at the final hurdle, so to avoid disappointment in the early stages of your campaign, it’s crucial that you nail your landing page.

Don’t neglect your PPC account

Another reason why so many PPC programs fail is due to neglect. After all, when it comes to maximising the success of a PPC campaign, you are never going to achieve great results unless you’re willing and able to experiment with different strategies, play around with new tactics and take some risks!

This involves taking the time to monitor your PPC campaign closely in order to determine what works and what doesn’t. The majority of PPC programs require careful monitoring on a daily or even hourly basis, especially if you stand any chance of taking your marketing program onto the next level.

Conversion tracking is equally important, as this will allow you to amend your campaign in order to yield a highly return on investment.

Recognise the importance of sitelinks

A common misconception is that sitelinks are not important, when in fact, they are one of the key components of any PPC account or campaign. So, don’t be fooled into thinking otherwise!

Sitelinks are an effective way of adding additional links to your ad by directing your visitors to other relevant sources of information.

Despite playing a crucial role in any PPC campaign, many businesses believe that they are not necessary and ask for them not to be included in their PPC campaign. Other reasons why people don’t feel they need them is because their competitors are not using them and that they don’t want to draw too much attention to their advertisement.

Avoid using the wrong metrics

With so many businesses employing different PPC strategies, it’s very easy to use the wrong metrics when it comes to managing your campaign.

For example, it was recently brought to light that having a high quality score will help you to save money due to lower costs per click! However, there are a number of case studies, which have proven that this is not the case at all.

After all, if you employ the relevant keywords to effectively trigger relevant ads, then your Quality Score will take care of itself.

Instead, you should focus on reaping the benefits that come hand in hand with more relevant metrics that will have a positive impact on your PPC campaign.

It can be easy to become fixated on a certain metric based on what your competitors are doing! But remember every business is different and it’s certainly not a case of one-size fits all when it comes to running a successful PPC campaign.

And remember, PPC is not for every business, which is why you have not been able to achieve optimum results or you have noticed that your campaign has continued to fail.

Lack of goals

When it comes to running a successful PPC campaign, it certainly pays to have a vision and a set of goals that you want to achieve. Setting goals is a core component of any marketing plan. After all, if you fail to plan, you plan to fail!

When it comes to managing your PPC campaign or account, it’s certainly worthwhile hiring a professional to employ highly effective and profitable online marketing strategies that will help you to achieve your business objectives!

There are a wide range of online marketing experts dotted in and around the UK that are perfectly equipped with the knowledge, skills and expertise to help you to achieve the very best results in line with your goals and targets.

If you would like to no more or arrange for a free PPC campaign audit please get in touch with the team today.

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