It goes without saying that pay-per-click (PPC) advertising is an excellent way to generate leads. It is reported that 33% of people click on a paid search ad because it directly answers their query. That’s the reason why most marketers and businesses learn digital marketing pay-per-click.
However, it’s also important to keep in mind that PPC is highly competitive. After setting up your ad campaign and investing your money and time, it can be frustrating when you receive only a few clicks than you expected.
To save you from scratching your head, here’s a PPC ad management tutorial, which will shed some light on some common reasons why PPC campaigns fail (and how to fix them).
Why PPC Campaigns Fail: Learn Digital Marketing Pay-Per-Click
There are an array of reasons why PPC campaigns may fail. Let’s explore some common reasons in this PPC campaign management course.
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Poor Keyword Research
A small minority of your PPC keywords can lead to the majority of your conversions. However, the search terms that don’t lead to conversions may end up eating your PPC budget. The solution is to eliminate worthless PPC ad spend by carrying out proper keyword research.
When you target the wrong keywords, the PPC ads may not reach the right audience, which will ultimately result in low click-through rates. Also, lots of keywords can easily drain your budget and minimize your quality score. To learn digital marketing pay-per-click and generate quality leads, avoid bidding beyond your best keywords.
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Insufficient Ad Budget
This PPC ad management tutorial also suggests not to restrict your budget. This is because PPC ads require a significant investment. Without enough budget, they may not receive enough impressions or clicks. This is especially true for b2b companies that may see fewer leads.
When you bid a small amount on clicks, your competitors may overtake you in the ranking by outbidding you. So, don’t restrict your spending if you want to maximize the results from your paid ads.
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Improper Tracking
As per HubSpot’s State of Inbound report, businesses that track their inbound marketing are 17x more likely to see a positive ROI than businesses without proper analytics in place. The same report suggests that only 53% of businesses track their marketing ROI.
Without a clear understanding of what PPC success looks like, it can be difficult to optimize your paid campaign and learn digital marketing pay-per-click. This makes tracking and analytics the foundation of any successful PPC ad campaign.
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Limited/Inadequate Targeting
If the PPC campaign is not targeting the right audience, it will eventually fail. This is one of the biggest mistakes in this PPC ad management tutorial. Luckily, ad platforms like Google Ads come with several targeting options that are based on demographics, locations, and interests.
These options allow you to leverage audience intent and display ads to the right people interested in the products or services you provide. For example, if you’re a local business with a physical store, target people in your area and avoid promoting your paid ads on a nationwide scale. Use location targeting to help your ads reach the people nearby.
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No Landing Page Optimization
If your PPC ads are failing to generate traffic, chances are, your landing page is an issue. A poorly designed landing page can result in low conversions. So, don’t neglect specialized landing pages for the products or services you are promoting.
Design a landing page relevant to the paid ads – with a clear call to action. Use colors, layouts, and designs that are appealing to your target audience. You can also use infographics, product descriptions, or customer reviews to learn digital marketing pay-per-click and encourage consumers to follow through with the buying process.
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Poor Ad Copy
This is the era of limited attention spans, where you have a few seconds to persuade a prospect to click on your ad copy. And if your ad copy is not compelling, it is unlikely to generate leads. So, write ad copies that speak to your target audience and clearly communicate the message you want to deliver.
Before you write an ad copy, learn digital marketing pay-per-click and research the searcher’s intent behind the search query. Avoid overselling the benefits of your product or service. Here, your compelling USP (unique selling proposition) should be incorporated in 25 characters.
Where We Come in…
Managing paid advertising is a full-time job, which requires vast experience to avoid any failure. While you may struggle to make PPC ads work, you can always reach out to us. As a full-service PPC agency, we’ve got the expertise you are looking for. Whether it’s setting up a PPC campaign, writing ad copies, or tracking metrics, we will help you fix everything that’s hindering your success.
Contact us to learn digital marketing pay-per-click.
FAQs:
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Why should I use PPC ads over other marketing methods?
Since most marketing methods take much longer, PPC ads are effective and can easily outperform other marketing methods like SEO or content marketing. They deliver quick results and are easy to track using several key metrics.
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Which platforms are great for PPC advertising?
Primarily two platforms offer PPC advertising: Google AdWords and Microsoft Bing Ads. There are numerous other platforms, but they account for less than 10% of the market share. These platforms include Facebook Ads, Instagram Ads, and YouTube Ads.
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What is a quality score?
Quality score is the quality and relevancy of PPC ads. Your quality score depends on the click-through rate, keywords, past ad campaigns, and the relevance of your ad text to the search query.
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