Pay-per-click advertising is great when you have campaigns that are running smoothly and profitably. However, when things aren’t going so well – when the clicks aren’t coming, or worse, you’re spending money without getting results – it can be easy to question everything.
This is something I’ve seen happen a few times. Usually when it does, clients contact my team in a panic, hoping we can instantly fix major mistakes that are costing the company lots of cash.
Of course, every internet advertising challenge is a little bit different, so there’s no such thing as a one-size-fits-all PPC campaign fix. However, there are some steps you should definitely take if you feel like your search ads aren’t performing as well as they should be…
Put Your PPC Campaign Search Terms to a Simple Test
Sometimes, when search ads aren’t performing, there is a simple cause: the keywords and search terms being targeted just aren’t relevant to buyers. So, ask yourself whether someone who intended to make a purchase would search for the phrases you are bidding on. If they wouldn’t, it’s time to go back to the drawing board.
Decide if You’re Devoting Enough Resources to Your PPC Campaign
You don’t have to spend a lot on your PPC campaign to get solid results. However, if you’re in a very competitive market and aren’t willing to dip into your budget at all, then results are going to be unpredictable. If you’re only paying for a few clicks a day, consider increasing your spending or targeting more specific search terms with your ads.
Test New Tactics and Ideas With Your PPC Ads
If customers simply aren’t responding to your PPC ads, try crafting new ones. It occasionally turns out that what the business owner thinks of as being a huge benefit doesn’t necessarily resonate with customers. By experimenting with different ad variations, you can focus in on the perfect combination of keywords, offers, and messaging.
Use Analytics to Evaluate Each Component of Your PPC Campaign
While many marketers will instinctively point towards problems with keywords and ad copy when they aren’t getting results, any thorough evaluation should also include a look at landing pages, calls to action, and even the company’s online reputation. In other words, you should dig into the statistics to see what is and isn’t working, at every stage in the conversion process.
Get Help From a PPC Services Company
Like anything, PPC advertising gets a lot easier when you have experienced professionals on your side. Having worked on hundreds of campaigns, it’s easy for someone like me to spot obvious errors and pitfalls that otherwise-savvy business owners might miss. The moral of the story is: if you want the best results, turn to an expert in PPC services.
Putting a successful PPC campaign in place is all about planning, execution, and revision. Each of the steps is a little more complicated and involved than it might seem at first, but you can put them together in a way that makes your business stronger with each passing month.
To get expert help from a team that knows how to build a winning PPC campaign, contact Biondo Creative in Philadelphia today!