Why Your PPC Advertising Failed and How to Correct It
January 25, 2013 Posted by admin
When it comes to Pay-Per-Click (PPC) advertising, there are times when you may experience a downfall in activity, but that doesn't mean you should simply give up. Failing with your PPC campaigns can sometimes enable you to identify the things that went wrong, so you can make room for improvements in the future.
Failing PPC campaigns can result from a variety of different factors. Sometimes we fail because our strategies are outdated for new trends. Sometimes they are simply mismanaged. To help you identify the possible flaws in your PPC ads, here are a few common causes to consider:
- Wrong keyword choices. What every PPC ad needs is a list of keywords that are specific and not highly competitive. This means that you need keywords that are targeted, yet aren't so common that all of your competitors use them too. You want to stand out. Analyze your keywords using the Google Keyword tool and identify the keywords that will produce the highest results for you.
- Errors on landing pages. When a potential lead clicks on your ads and is directed to a website error, they will immediately get the impression that your website either doesn't exist or is unreliable. Having errors on your landing pages can hugely affect your conversion rates, since those people may not ever return again.
- Not targeting well. Not being able to define your target audience will result in clicks that are wasted. If audiences clicking on your ads are not potential customers, their clicks are simply a waste of money for you.
- Focusing on cost rather than revenue. What you should be looking for in your PPC campaign is added revenue despite the cost. Ideally, the lower the cost the better, but you cannot sacrifice the potential revenue that can be generated simply because there is a small upfront cost.
So, how do you deal with a failing PPC campaign?
First, never give up. There is always a way to improve your current campaign and get back on the right track. You need to sit down and analyze your PPC campaign to determine what made it fail. This will allow you to modify those strategies and work on a better solution.
Also work on your keyword management. Proper keywords are important in every PPC campaign. You need to make sure that the keywords used are as specific as possible, less competitive, and highly targeted. Most importantly, do not forget to test your keywords. Testing will give you a clearer perspective on whether or not your keywords work for your campaign.
Lastly, work with a PPC marketing company. There are constantly new updates in PPC advertising, and working with people who stay on top of new trends can significantly improve the impact and success of your PPC ads.