If you’ve spent the time and money on developing a PPC campaign, you want it to work. And though the concept of a PPC campaign seems straightforward enough – research the keywords and pay for the clicks – the reality is that driving high quality traffic to your site can still be challenging. You want more than an increase in traffic; you want an increase in conversion rates. So, what do you do when your PPC campaign isn’t performing? Let’s look at some tips on how to fix your PPC campaign.
Know Your Audience
Knowing your audience is a fundamental strategy in digital marketing. When you are betting on keywords, you want to know those keywords will attract the right people to your site. Start by actually searching your keywords and see what comes up. If you find that your keywords direct you to websites that represent different industries, products, or services, you are probably off the mark and you need to refine your keywords. And remember, some keywords will drive conversions while negative keywords can eat away at your advertising budget while never improving conversions.
Analytics
Analytics are incredibly important in the online marketing game and you absolutely need to be tracking your conversion rate. This is really the only way to judge whether your PPC campaign is working and it can help you learn how to tweak your approach. If your conversion rate is low after trialing a PPC campaign, you need to make changes.
You should also be monitoring your click-through-rate. Anything below 2% requires action! Start by revising your copy to make sure you have valuable, persuasive, and compelling copy to maintain visitors’ interest.
Structure
The structure of your PPC account should not be overlooked. Ideally, you want to be able to easily evaluate what you are spending on your ads depending on your goals and location. If a PPC campaign is not delivering, you do not want to be spending money there. Focus your ad spending on campaigns that are delivering and you’ll see a greater return on your investment.
Budget
Finally, it’s a cliché but it’s true – you need to spend money to make money. PPC campaigns rely on having an adequate budget so that you can gain traction and create momentum. Yes, you need to make sure you are reaching the right audience, that you’re seeing conversions, and that your PPC account is well-structured, but if you don’t have the budget for a successful PPC campaign, it’s likely never going to deliver.
Obviously, it can be challenging to develop and deliver an effective PPC campaign that helps you make money – especially if you’re a novice when it comes to digital marketing. With that in mind, it is always advisable to consult professional PPC Management Company to help you understand how to create a PPC campaign that performs.
