PPC marketing is considered as a sure shot at generating business leads and sales quickly. But the flip side is many PPC campaigns also gets fail, costing very high on your pocket. There are certain mistakes that people make and waste millions in their PPC campaigns. Here we are addressing such five common mistakes along with their easy fixes.
1. Vague PPC Campaign Goals
One prime reason that could fail any PPC campaign is undefined goals. Putting in money in paid aads through PPC doesn’t guarantee business growth or higher sales. There are so many things involved in running a successful PPC campaign. It starts with setting your primary goal.
For example, you are planning a PPC campaign for your business. You have chosen broad match keywords, designed a global sales-oriented ad copy, and target your local landing page. No matter how long you will keep investing int his campaign, you will never get anything out of this PPC campaign.
First, you need to define your goal, i.e., “I want to target global audience” or “I want to promote a newly launched product.” After knowing what you want from your campaign, you can trail down the following steps.2. Targeting Wrong Landing Page
PPC advertisers tend to design great campaigns, while focusing on every element, choosing keywords, and drafting attractive ad copy – and then they collapse on landing pages. Targeting poor landing pages in your PPC campaign while spending money is equivalent buying wrong size sneakers that you will never able to wear.
The PPC experts suggest that your PPC Ad should reflect your targeted landing page. Any discrepancy in the information provided in the ad and the landing page could work disaster for you. Your bounce rate will increase, no leads, no sales, wastage of clicks, and above all wastage of money involved.
If your campaign is producing good CTC but not generating any business leads or sales, that means something is wrong with your landing page. Hold on your drive, give it a pause, and optimize your landing page before going further.
3. Poor Selection Of Keywords
Choosing broad keywords, keywords overloading, or investing in additional keywords (for experiment sake) are a few standard PPC ill practices. Following such practices can drag your efforts and money in the rabbit hole. And eventually, you may experience a failed PPC campaign.
You should identify your budget-eating keywords and relevant search terms. To find performing “Search Terms” for your campaign; Open AdWords> Keywords tab> click “Search terms.” This report will let you know the performance of particular keywords that are performing well for you.
You can create a filter in Google Adwords to filter poor performing keywords such as create a filter for “Conversions < 1”. This will provide you the exact status of wrong keywords so that you can eliminate them. After all, you’re paying for each keyword added in your campaign.
4. Poor Lead Follow-Up
Did you keep an eye on your sales and marketing team about how good they are at following up the leads generated by your PPC campaign? A PPC campaign needs to go failure if you do not take the follow-up thing seriously. You need to develop a work strategy to respond to leads generated by PPC campaign quickly. The more persistent you will be responding to business leads the brighter chances of sales you will have. Finally, the close rate will define the success of your PPC campaign.
The Harvard Business Review encourages the sales reps to approach or call back the prospect within ten seconds from the moment they receive any business lead or inquiry from them.
While for non-working hours, you can set up any automated responding system. The prime concern is to get int ouch with the potential customer ASAP.
5. Blind Trusting Your Ad Copy
You are investing good money in your campaign, haven chosen the right keywords, optimized landing page even then your PPC campaign failed? The situation could be very frustrating, despite putting all required efforts your PPC failed; did you ever cross-check quality of your Ad copy?
You received very few to no business leads why? A poorly designed Ad copy could be one reason for this.
Create a standout ad copy, focus on your audience pain point. Your audience should feel like their problems are being addressed. Moreover, try to create more than Ad copies and run a PPC campaign on those. After a period check which one is performing good in comparison to others. Then discard the low performer and retain the high performing one.
To Sum Up
Avoiding these five common mistakes can save you millions while making your PPC endeavor successful. Fortunately, fixing these mistakes with little efforts, you can convert your failed PPC campaign into a cash cow!!
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