Pay per click (PPC) advertising gives firms a viable opportunity to achieve (and even exceed) goals and meet targets faster. Through the help of sites such as Google Adwords, Facebook Ads, and Instagram Ads, digital marketers have convenient and easy-to-use platforms to create banner or text advertisements and launch campaigns. The option to set ad budgets and pay only for actual clicks further makes PPC campaigns cost-efficient and appealing. With all the promise and convenience online ads can bring, it can be frustrating if you discover none of your campaigns are bringing the leads and conversions you are expecting. Read on to figure out why your PPC strategy is not working and what can you do to get better results:
Neglecting keyword research.
Keyword research has a huge role in ensuring the success of your PPC campaigns. You want to bid on keywords that will not burn a hole in your pocket but will drive positive results. It can be a tricky process because it is not as simple as bidding on low-cost or high-cost keywords. In Google Adwords, the goal is to bid on keywords that are most relevant to your ad group and create quality ads to increase your quality score. The quality score influences the cost of your PPC campaigns, so a good rating will allow you to increase your ad’s visibility at a lower cost. The following are some tips to help determine the most relevant keywords for your PPC ads.
- Brainstorm and analyze. Come up with a list of keywords that align with your goals, target clients and products. It is also a must to use online tools to check the search volume of certain keywords and research how competitive they are. Generally, you want keywords with high search volume but low competition. It helps to check which companies are bidding for your target keywords in order to gain insight about the probability of your ad appearing in a search page. Other factors that can determine the success of your choices include using long tail keywords and eliminating negative keywords.
- Monitor performance. Once your ad is up and running, regularly check the performance of your chosen keywords. Regular monitoring is important because the cost and relevance of your keywords fluctuate with web trends. Online ad platform has features that will let you see the performing underperforming keywords and make necessary adjustments.
Vague and ineffective PPC ad message.
If your PPC campaign ad is sadly not getting any clicks, it is probably because it fails to capture the attention of your target clients. The texts in your ad copy should feature your unique selling proposition (USP). It means you have to come up with a message that clearly identifies the benefits that your product offers. The message should also define what sets you apart from competitors. You have limited characters to work within an ad text, so it is a task that requires skill and creativity. The following are a few tips to help you craft a compelling message:
- Be specific. Avoid writing generic ads or messages that target a broad group of people. Instead, write a concise message that speaks to your target customers. To do this, write your text ad with a buyer persona in mind. Without ample knowledge about the backgrounds and preferences of your target buyers, you may end up with a message that is too broad, vague and unappealing.
- Do not overpromise. To gain attention, it is a protocol that your text ad should offer a solution or value. Still, do not forget to be clear and honest as you state the benefits that your product can bring. State the best features and benefits without promising too much or making bogus claims. If your ad comes with claims, such as being the best or leading brand, it is essential that you add proof that supports the claim. Making extravagant offers can lead to distrust and damage your PPC campaign, as well as your brand’s reputation in the long run.
Poorly structured landing page.
A high click-through rate (CTR) is a good sign, but unfortunately, it does not always equate to a high conversion rate.
If your PPC campaigns are getting clicks but you are not seeing improvements in your sales funnel, you may want to inspect your landing page. The page where the visitor will be redirected after clicking an ad should contain all the elements that will encourage the user to proceed to your end goal. If this is not the case, your clicks will likely result in bounces. The following are some suggestions to optimize your landing page:
- It should match what is in the ad. If your ad is about apartments for rent in New York City, but the landing page shows listings of various real estate properties in that city, visitors will get confused and likely leave. Users arrive on your landing page because of something they saw in the ad, so keep their interest by showing exactly what the ad promises.
- Highlight your CTA. The landing page should clearly show the steps that will lead a user to the conversion page. Make it easy for a user to perform your desired action by placing your call-to-action (CTA) buttons in a strategic location of the page. Do not hide the sign-up form or checkout cart by making it easily recognizable. Enhancing the visual design and using powerful words in your CTA button will greatly help.
Companies, whether big or small, need to invest a portion of their income in advertising. BecauseInternet is available and accessible 24/7, almost anywhere in the world, running PPC campaigns is one of the best options to promote a product or service. Keep in mind, managing online ads requires expertise, research, and strategies. Without those elements, a PPC ad is bound to fail. Invest wisely and ensure success by seeking the guidance of Birch River Design Group. Our team can efficiently build and monitor your campaigns. Start exploring the benefits of pay-per-click advertising by getting in touch with us. Fill out our request form today!