Reasons why your PPC Campaigns aren’t working
Pay per click (PPC) marketing has become a prominent part of digital marketing over the past few years, with 45% of small businesses using a form of paid media. And when it is done well, you will often see impressive results. However, there are a few mistakes that could jeopardize the success of your Google Ads or Bing campaigns. But these mistakes could easily be rectified with a PPC management service.
We have made a list of common PPC mistakes we often come across and how a PPC campaign management service could help you.
1. Sending visitors to your homepage
One of the most common PPC mistakes is sending traffic to your homepage. By doing this you are sending them to the page with the highest bounce rate, as usually, the homepage does not contain the information they are looking for, making the user have to hunt for it. This will immediately cut their attention and interest in your business, and possibly lead to you losing them as a prospect.
Instead, you should take them to a landing page with information specifically linked to their search. A good tool in Google Ads that you should utilise is the quality scores given by Google. These scores determine how good a fit each page is to the keyword, and can help you determine which page the advert should send the searcher to. And if you don’t have a landing page for that search term already, create one.
A PPC management service, like the team at CW Marketing, can make sure that you are sending traffic to relevant and informative landing pages either by selecting an already existing landing page or by creating a new one.
2. Bidding for position number 1
Being number 1 is everyone’s ideal position, but sometimes it isn’t actually the best approach for your PPC strategy. This is because while being number 1 will increase traffic to your site, it may not be cost-effective. The top spot can be expensive and the value of your leads is not always going to be worth spending that amount of money.
By going for position 2 or 3, you may get less clicks over all, but they will be for a lower cost and will likely still be of high quality.
Our range of PPC campaign management services include weekly maintenance services to help ensure that we are on top of each keyword bid. Top of page 1 bid prices change regularly, so it is important to review these on a regular basis.
3. Missing Extensions
Extensions can expand your advert with additional information, making your presence on the search results page more dominating. Extensions consist of further website links and phone numbers enabling the searcher to go directly to what they are looking for but also giving them options to explore a little more. One mistake that is often made is that people don’t use this opportunity either at all, or to the fullest extent, so they miss opportunities.
4. Not adding negative keywords
Negative keywords are a type of keyword that prevents your ad from being triggered by a certain word or phrase. These are important as they narrow down the searches that your ad will appear in, once again meaning that the traffic you receive will contain relevant searchers and increase the likelihood of a conversion.
PPC campaign management services at CW Marketing will be able to help you build up individual lists of negative keywords for each of your campaigns and ad groups. Our team of experts will also be able to help eradicate this PPC mistake through campaign maintenance; in doing this we continue adding to the negative keyword lists, disposing of any words that are performing poorly.
5. Not matching keywords to your ad copy
It is common to see businesses select a specific keyword, but then forget to use that keyword in their copy. This is likely to be because you have written one set of copy and then are using it across various ad groups.
In the past 2 decades, our attention span has dropped from being 12 seconds in 2000 to 8.25 seconds in 2015. This is then having an impact on what a searcher will choose to interact with online, if your ad copy doesn’t match up to the keywords researched, they are unlikely to click on your link. Not only will making sure that your keywords are being used throughout the ad copy and landing page copy create a better user experience, it will also help with your quality score. The better your advert, the more Google will want to display it, always making it worth trying to improve your quality score.
CW Marketing’s PPC management service, will write ad copy with your keywords in mind, so you can be certain that the copy in your ad will utilise your keywords.
How CW Marketing can help
As an inclusive PPC management service we can help you gain the best results from your Google Ads or Bing campaigns and eliminate these mistakes.
If you think you could benefit from our PPC Management service in Dorset, we would love to hear from you and discuss your needs and questions. Our team successfully runs PPC campaigns for over 20 businesses, covering a range of industries including travel, retail, construction and law.