Pay-per-click advertising is a powerful tool that gets results. It’s how we launched our own Digital Marketing Melbourne agency, in fact. However, it only works when you do it right. If your PPC campaigns aren’t working, there’s something wrong with your process, and the good news is, you can fix it! Here are five common reasons why PPC isn’t working for you—and how to fix them so that your future campaigns yield more clicks, more leads and ultimately more business.
Your Landing Pages Aren’t Conversion-Oriented
You can have the best keyword research and ad copy in the world, but if your landing pages are not conversion-oriented, you’re wasting money. A landing page is a web page that appears in response to a click on an advertisement. It’s essentially a very specifically targeted one-page website that gets users from their search intent to your product or service as quickly and easily as possible (usually with just one click).
It should be focused on converting users and getting them to buy something from you; otherwise, what’s the point? If your landing pages aren’t focused on your keywords and ad copy, then it’s time for some changes!
Your Keywords Are Too Broad
You may be tempted to use the same keyword over and over again, but this is a mistake. You see, if you have too broad a keyword, it doesn’t tell Google what kind of buyer you are looking for. In fact, even if they do show up on your site’s search results page (SERP), they’ll likely just bounce off because they’re not interested in the information that you’re offering.
Instead of using these generic terms (which generally end with either “s” or “ing”), take advantage of long-tail keywords by adding more specific terms into your ads’ copy:
- Brand names
- Product names
Your Ads Don’t Align With Your Landing Page
- Make sure your ads align with your landing page.
- Make sure your ads are geared toward the same audience as your landing page.
- Use the same keywords on both the ad copy and the landing page headline.
- Use similar call-to-action buttons in both places, like “View Now.”
Your Targeting is Too Broad
The first step to solving your problem is identifying it. You can’t eliminate something if you don’t know what it is, and you won’t know what it is until you’ve identified the problem.
The next step is to figure out why your PPC campaign isn’t working. There are many possible causes for this, but the most common include:
You’re targeting people who are unlikely to be interested in your product or service, such as consumers rather than B2B businesses or families with children instead of retirees living alone (and therefore less likely to fill prescriptions).
Your target demographic isn’t large enough, so there aren’t enough potential customers available in any given area. For example, if you sell personal grooming products only targeted at women aged 50+, then as soon as there aren’t enough women aged 50+ living within 20 miles from a given city who fit this description (or even just one), then no amount of advertising will help sell anything because there are no customers available!
Your PPC campaign by Digital Marketing Melbourne isn’t working. But you know that by now. You’ve analysed your data, identified your weaknesses, and made a plan to improve your campaign — all in time to save the day. Congratulations!