Having problems with your PPC campaign?
Everyone, including PPC pros, entrepreneurs, businesses and startups experience failure one way or the other. Sometimes, the execution just isn’t there. Or maybe you’ve put all your broad match keywords in one campaign.
Plus, you could be making any of these 8 mistakes, listed below:
No Solid Goal Or Strategy
The first thing you need to do is establish a clear goal, a vital part of any marketing campaign. Getting ads on Google is, unfortunately, not enough to set the tone. Plan for a specific goal or strategy and base your PPC around it.
You Don’t Track Conversions
Having a conversion tracking system turns your ad campaign into autopilot mode. Without it, you’ll be flying in blind not knowing whether you’ve hit your metrics or not. The bottom line? Adding tracking codes is relatively simple, but clients and businesses often fail to see their value or importance.
Loose Campaign Structure
Keep the ad campaign tight and close up any and all loose ends. A classic example of a poor structure includes having too many broad matches under one roof, or not matching brand PPCs with brand keywords.
A good PPC manager will take a look at the campaign structure and shore up any weaknesses. Not doing so is a precursor to low, unsatisfactory results.
Unattractive Landing Page
Your campaign may have a killer ad copy, the right keywords, and a good overall structure, but do you have an equally compelling landing page?
Landing pages are like storefronts that attract your customers. A well-maintained, organized and compelling one brings in visitors, which increase the chances of a sale.
Your Ad Copy is Mediocre
Invest in creating a good ad copy as it’s instrumental to your success. An attractive landing page, sound campaign structure, and ad copies form the triumvirate of any PPC campaign.
What makes an ad copy great? It must be able to tell the users what you want them to do and the benefits of them doing it. Moreover, it must be done with a few characters or fillers as possible.
Passive Campaign Management
Many businesses think that PPC is a passive marketing campaign, but they couldn’t be more wrong. Setting it up is just the first step in the ad process. Managers who know better will fine-tune the PPC’s details, optimizing ad copies, keywords, bids while keeping an eye on the important metrics.
Don’t hand the project to a junior-level marketing staff; instead, hire an experienced manager who will know how to run the ad campaign from start to finish.
Why Am I Still Failing?
Despite all your best intentions, your PPC can still fail. The truth is, even the best ad campaigns can still go down the drain. What you can do is constantly monitor the data and try to troubleshoot the problem.
Is PPC Right For Your Business?
So you may have tried a couple of ad campaigns, but none of them are meeting the goals. You’ve tried everything, but the numbers aren’t favorable. What then?
Truth is, there’s a slim chance that PPC isn’t a right fit for your particular campaign, industry or business. But before you wave the white flag, exhaust all available options and make sure you have a good ad copy, landing page and structure.
