Pay Per Click
Why Pay Per Click [PPC] Campaigns Fail: 6 Leading Causes
In today’s world of digital marketing, Pay Per Click (PPC) advertising is one of the most sought after marketing strategies. The sad truth is that many ad campaigns fail due to the lack of knowledge and experience. You don’t necessarily spend thousands of money to find what works, you just have to identify what doesn’t work. The following article uncovers some of the leading causes (no specific order) why many Pay Per Click Campaigns Fail.
Not Understanding Your Audience
No matter if you’re advertising household products or anything else, your audience will change depending on the product. Understanding who your audience is can help you tailor your content and target the right people. Adwords beginners tend to commit the common mistake of wanting to reach the highest number of people possible. Although you might be able to get more people to learn about your brand, it isn’t always the smartest move. Ad campaigns can be customized to show to a relevant audience, raising your chances of landing better conversion rates.Not Introducing Your New Products or Services Properly
Introducing a fairly new product to an uninformed audience could be tough at first. It’s difficult to get results from an audience who might not even be interested in your products or services, to begin with. So, how can you work around this? Although it’s easier said than done, the best way to approach ad campaigns is by targeting the audience who already follows you or has shown previous interest. If you’re new to the online scene, try putting some time and effort into a branding campaign before starting a Pay Per Click campaign. It’ll help you drive up brand awareness and bring in better results for whenever you do decide to move forward with an ad campaign.
Using Too Many Keywords
Just because you target more keywords in a PPC Campaign, doesn’t mean you’re going to get better results. In fact, about 88% of the keywords used in a PPC Campaign end up performing badly. This means that cutting out those non-performing keywords can help you save some cash and invest it in your performing categories. Customer surveys are a great way of finding out which keywords to invest in. It’ll give you an idea for new key terms you can test out in the future.Forgetting to Track Your Ad Campaign’s Results
Statistics are essential if you’re looking to run a successful ad campaign. Learning from your results can help you lower your average cost per click, raise your profits, and gain better brand recognition.
Here are some valuable questions that can be answered by tracking Pay Per Click Campaigns:
- Are your landing pages helping you convert?
- What areas or cities are the ads most popular in?
- What times are the most popular to publish your ads?
- Which targeted keywords should you leave out?
- Who is clicking on your advertisements (Includes gender, age, etc.)?
Bidding Incorrectly
Believe it or not, bidding incorrectly can ruin your chances of being highlighted in targeted search terms. Remember that the highest ad bids aren’t always taken into consideration – the same goes for low bids. If you bid too low, a competitor who has done their research will outshine you and earn a spot in the ad spaces. Now, if you bid too high, you’ll end up reaching your ad spend a lot faster, cutting down on the number of people you can reach.Neglecting Your Campaign
Many Pay Per Click Campaigns fail because owners or administrators are spending too little time on managing their campaign. Instead of checking in on your campaign once a month, try updating it once or twice a week. You’ll be able to leave out underperforming keywords and optimize your campaign as it goes.