If you’re running a PPC campaign, you probably think it’s working great. After all, you are getting the most impressions possible and lots of clicks, right? Not necessarily. A lot of times, people think their PPC campaigns are running well when they’re actually not achieving the results they want to see. Here are some common reasons why your PPC campaign might not be working properly, and how to fix them today!
The keywords are wrong – PPC Campaign
You may not be using all of your keywords or trying to target overly-specific terms that will never help you gain traction. It’s easy to get carried away, but it important to keep in mind that your end goal is for someone to convert (i.e., take action on a call-to-action) and not just have visitors come from your ad; therefore, keeping your keywords targeted in a way that you can convert traffic is essential. In some cases, you might also want to look at broadening terms rather than restricting them, which can give you more options down the line.
The landing page isn’t optimized
As with every other aspect of a successful PPC campaign, it’s important to have an optimized landing page. It doesn’t matter how much money you spend or how savvy your targeting is if users don’t engage once they reach your site. Use buttons that easily clicked, create clear CTAs, and make sure your keywords are in all of your copy. Test different images on your ads to see which ones will resonate most with users—and then ensure those images appear on your landing page. And, obviously, pay close attention to relevancy; never send a user to an irrelevant landing page!
There’s no conversion tracking
If you don’t have conversion tracking set up on your campaign. You don’t know if your AdWords ads are really converting (and at what rate). This is most frustrating when people click on your ad and then bounce right back to Google without buying anything. As a result, you can waste hundreds of dollars per day paying for clicks that aren’t actually turning into customers. This will impact your average cost-per-click as well because advertisers pay more for higher quality clicks. With conversion tracking in place, you know exactly what is working (and what isn’t) so that you can tweak accordingly to save time and money.
There’s no review of the analytics data
If you’re not regularly reviewing your analytics data, that’s a good place to start. There are several reasons why an SEO campaign might not be working properly—and one of them is that there’s simply no data to work with. A lack of traffic or conversions could signal a technical problem with your website. But it could also mean that there aren’t any people searching for what you have to offer. Without baseline data about user behavior. It can be impossible to diagnose a problem like poor click-through rates on your ads or low conversion rates on your landing pages.
The budget isn’t being spent properly
If you’re working with a good PPC company, there should be clearly defined processes for allocating budget on a monthly and daily basis. However, if your campaigns are being managed by a less-experienced marketer. It could be that they’re not spending your budget effectively. This can happen for multiple reasons: perhaps they’re only focusing on keywords at or near their max CPC; maybe they’ve failed to incorporate negative keywords; or perhaps they’re spending their time adding unnecessary columns to Google AdWords’ reports (seriously). A good PPC manager will take these factors into account and apply them accordingly.
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