Read These 2 Most Common Reasons Why Your PPC Campaign May Fail and Avoid Making Such Mistakes in Future and Get Maximum Benefits.
A lot has been written about PPC advertising before. And there is no doubt on its ability to generate leads quickly, provide wonderful conversion rates and grow your business.
Still, some very basic mistakes are made by many business houses that keep them away from getting the desired ROI from the amount spend of pay per click. When you see your money flowing down the drain without any promising results, it leads to panic and stop making any investment further.
Fortunately, it is not really difficult to built a good score and great ROI by using a PPC campaign. The reason is that as you target keywords and create specific ad groups, you develop an understanding of the intention of searchers.
Thousands of dollars are being spent every month by some businesses on PPC campaigns. Still, they are not able to reach the market share they deserve. The reason is they make some simple mistakes which are easily preventable. Here a case study has been described to explain things in a clear cut manner.
Here, I will tell you on how to fix the generic mistakes that prevent you from tapping in the full potential of your PPC campaigns.
Here we will take a look at the reasons that prevent you from getting the quality score or click through rates. With this knowledge you will be able to plan your marketing budget in a better way and with more confidence.
1. You have become all fancy with keywords
It is worth reminding here about the Pareto principle, which states that 80% of our output depends on 20% of our input.
The rule of 80 / 20 applies to all types of marketing and it definitely applies to PPC campaign as well. What this means is that a small number of your keywords will fetch a large portion of your sales.
The search keywords that do not result in effective conversion rates and lead to revenue only result in consuming a major portion of your marketing budget for pay per click.
There is sufficient data to back up this claim.
In an audit carried out by Disruptive Advertising on 2000+ AdWords accounts, it has been found that nearly 12% of keywords result in all of the sales.
The more surprising fact is here:
Nearly 61% of the marketing budget is taken away by the remaining 88% of the non-performing keywords. This implies that in case your AdWords account has a number of average keywords, than they are the ones lowering your quality score and draining your budget.
Why do marketing people make such a mistake?
The answer can be given in one word and that is greediness by marketing people. They want to get more results and that too quick and start to bid beyond their best keywords. By making a bid on few more keywords they expect that better results will come sooner.
It is possible that you may get come clicks as some keywords may be right on target. But, the problem here is, since you are targeting irrelevant keywords, you will get lot of unqualified clicks and your quality score will not be good. The only thing that will happen is, your dollars will be wasted.
The solution here is to stop being too greedy and stop spending money on useless PPC ads.
Here is how you can make it happen:
You should not Bid on Broad Match Keywords
Broad match keywords may become the obvious choice for you, but they do not bring in the most promising click through rates for your website. It is better to be on the safer side and try not to bid on phrase match keywords.
This breakdown from Google will help you to understand things better:
To get the highest conversion on search ads it is best to use exact match keywords (even if the search volume of these keywords is limited).
Don’t Use Keywords that Bankrupt Your Search Marketing Strategy
Log in to your account of AdWord.
Then, move to the Keywords tab (when you view all campaigns)
Go to Details – Search Terms – All.
The keyword data can be exported to the Excel sheet.
The results are than sorted out to pick up keywords that have resulted in zero conversion. The amount of money you have wasted on these keywords can also be calculated.
You can put in a filter that will give you quality score on keywords that provide conversion below a specific threshold. For example, you can put the filter conversion less than 5.
The next step is, these low-value keywords should be removed from your PPC account.
It should be noted here that there will be a reduction in search ad leads, click through rates and traffic, once you implement this procedure. But, you should not get scared with this.
It is only the irrelevant traffic that you are stopping. Moreover, your search term strategy will become more effective with this. The money that you save can be diverted to promoting the right keywords.
You can have a good idea by looking at this table:
Increase Your Expenditure on High Value Keywords
You should give the desired love to the high value keywords. Yehbhi analyzed the PPC account of a client and found that 98.9% of the money spent was going to keywords whose conversion rate was below 1%.
The client had the big desire to increase the market share and so wandered in the wrong direction.
They found out that just 14% of PPC ad spend by certain clients is bringing them 62% of their conversion. The wasted PPC money was soon redirected by these people towards more useful keywords.
The increased spending gave new boost to the useful keywords. The sale of this client increased by 52% by the end of the month. There was a three fold increase in sales in the next six months. Above all, these people were spending 25% less money as compared to before.
2. The Ad Copy Created by You Stinks and Does Not Maintain the Rhythm of Landing Page
In the period of constrained capacities to focus, you get a couple of moments to convince a prospect to tap on your pursuit promotion. Unless you show clear an incentive in your offer, your PPC advertisement will get lost.
You’re convincing USP ought to be fused in those 25 characters – the feature.
Further, investigate the searcher’s goal that is behind the pursuit question. You have to introduce the most valuable and advantage arranged arrangement.
On the off chance that a client enters the hunt question, “help dispose of skin inflammation,” at that point I question if the main inquiry promotion underneath titled “Managing Acne?” would speak to him. Why else would the client chase for the hunt inquiry in any case?
Don’t oversell the advantages of your item, just to get more snaps.
On the off chance that you guarantee a ‘free receipt programming’ in your advertisement and afterward…
try not to push a $59 item with a free 30-day trial to the client, you’ll aggravate them.
It’s a commonplace case of not keeping the guarantee that you made in your invitation to take action.
Such frightful shocks will just hurt your image’s notoriety and waste your compensation per click advertising spending plan, over the long haul.
For more methodologies, allude my article 12 Ad Copy Strategies That’ll Double Your CTR and Increase Your ROI.
Once you’ve settled your hunt promotion duplicate, I need you to consider breaking down another main consideration that adds to the disappointment of 98% of paid advertisements:
Comprehend that 55% of your guests won’t remain on a specific page for over 15 seconds.
In case you’re offering for a watchword with business aim, so as to direct people to points of arrival, at that point the client has clear desires.
All in all, think about what happens when one of your presentation pages sends a guest from an advertisement about “Bluetooth earbuds” to an item posting of “Denon AH-W150 Exercise Freak”?
More likely than not, he’ll desert your site instantly… without looking further, regardless of the possibility that you have what he’s hoping to purchase.
Here’s a delineation to enable you to separate between a decent and terrible greeting pages.
Try not to break the discussion. It’s similarly essential that you don’t send your compensation per click guests to your landing page, where the answer for their issue is covered in 40 other diverting components.
Match the feature with your advertisement precisely – so that the guest recollects what they sought on your site and stays put. This is a standout amongst the most pivotal parts of your pursuit promoting system.
The best way to keep up aroma is by firmly utilizing applicable watchwords, advertisement duplicate and points of arrival to target ONE purpose inside a promotion gathering.
Despite the fact that Google prescribes setting up “10-20 catchphrases” in a promotion gathering, don’t accomplish more than 5 comparative watchwords. This will guarantee that your advertisements aren’t activated for wrong purpose and in this manner stay important.