June 27, 2017
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Despite our best efforts, and appearing to get everything right on the campaign front, sometimes PPC can go wrong.
When you have the relevant keywords for your ads, it feels as though you’re assured a positive conversion rate and ROI based on how you’ve approached your campaign. However, there may be simple mistakes being made throughout the process, or, you may not be taking certain considerations into account that will help improve the success of your PPC ads.
Here, we take a look at those considerations to help you keep a struggling campaign buoyant:
Sitelinks offer PPC ads many advantages, and it is commonly accepted that they are a key aspect of any account. To not include them would be detrimental to any campaign.
The reason why they work so well is that they take a potential customer directly to the most relevant page based on the ad. They can also help to improve your ad rank; when two ads have the same bid and quality, the ad with the most positive expected impacted will generally appear in a higher position.
Even though some clients may wish to exclude sitelinks from their ads — you may even be sceptical of them yourself — sitelinks can provide different messaging, which will help to capture users that will click to alternative pages other than the main landing page. Without using this added feature within AdWords, you may be limiting the amount of attention and exposure that your add could potentially gain.
As well as this, more often than not you will find that some of your competitors aren’t using sitelinks, which becomes an opportune moment for you to start using them.
When balancing many PPC campaigns at the same time, it can sometimes be difficult to make sure that you’re paying an equal amount of attention to each. Although budgets will be bigger than others, often your most important campaigns will be crisis managed – leaving your smaller ads to fend for themselves.
When you have a limited budget, sometimes your ad settings will be conservatively monitored. Using exact match, tight ad schedules and standard ad rotations are common techniques to make sure that no ad spend is wasted and there are no overages. Coincidentally, these settings often limit the amount of time that the account needs to be monitored.
Unless you’re willing to experiment with your campaign and you’d prefer to let the campaign tick over on restrictive settings, you may not see the results that you want. By monitoring your campaign on a more regular basis, whilst responding to bid changes quickly, you could transform a stagnant campaign into a thriving one.
Aside from the ads in your account, the landing page potential customers are taken to is just as important. Landing pages should always be focused, so that it is clear how a user should behave once they are on those pages.
The purpose of a landing page is to facilitate a conversion. Whether that conversion takes the form of an enquiry form, a phone call, a download or something else, landing pages need to direct users to do this in the easiest possible way.
When landing pages facilitate too many options, this is when conversion rates are compromised, as users have the opportunity to click elsewhere other than their required destination. This usually leads to no action being taken at all.
When a campaign isn’t performing very well, sometimes it can be appealing to focus on one metric that appears as though it could fix all your ad’s problems. Unfortunately, this technique rarely works.
For example, many believe that a high-quality ad score can save money on ad spend, because this results in lower costs per click. This approach does make sense. However, if you’ve already got relevant keywords triggering relevant ads, then the quality score will usually take care of itself.
To improve quality scores, you may increase bids to help improve click-through rates, which will probably increase conversion rates and sales. However, this might not necessarily improve the Quality Score – or change ROI year on year. What this means is that you’ll need to evaluate the most relevant and informative metrics that will help to drive your campaign forward.
To make sure you’re covering every basis, don’t focus on one number alone. Instead, ensure that you give each metric an evaluation so that some aren’t being fixated on to the detriment of others.
Nobody wants to see a PPC campaign fail, but what’s important is that you’re able to expect the unexpected and anticipate rapid change. Even when you do everything right, you can still find that your account is struggling.
Even though these tips aren’t the be all and end all of PPC, they will certainly steer your campaign in the right direction. They could just be the difference between the success and failure of a campaign too.
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