Are your PPC campaigns underperforming and costing your company more than they give back? Thankfully, one of the best things about PPC is that campaigns are easy to modify at any time, so recovering might take only a few hours or days. Have a look at the most common problems affecting paid search advertisers, and see if they apply to your situation.
Boosting Traffic Volume
What should you do if you are not getting any clicks? The first step should always be to increase your quality score; this is not only an excellent guideline for improving your ads, it also reduces the amount you pay. Rewrite your ad copy to make it more relevant, and conduct extensive split testing to see what really works with your audience.
Your budget and maximum bids might also be too low for the ads to show up on the first page, effectively making them invisible. While it is important to keep costs under control, a too-low bid prevents you from getting the traffic volume you need. Gradually adjust it, and see the change in ad position gives you a measurable boost.
Improving Conversion Rates
You might be getting an impressive amount of traffic, but seeing practically no conversions and high bounce rates. If this is the case, there are two possible causes:
- Low quality traffic – The people who click on your ads are not your target market, and have no interest in what you have to offer. Your keywords are likely too broad, and you need to start adding modifiers to attract more focused clicks. Consider making segmented ad groups as well.
- Unoptimised landing page – Your landing page for the ads is rife with typographical errors, loads too slowly, has a terrible layout, and suffers from countless other factors that scare away visitors. It is crucial that you optimise the landing page for conversions, or else you are just wasting money.
Removing Non-Profitable Keywords
One thing that you should keep in mind is that a keyword that generates a lot of traffic is not necessarily good. If it is too expensive, then the keyword’s overall profitability might be much lower than the rest in your campaign, and it is taking up too much of your resources. Always take an objective look at your keywords, and find out which ones truly give the best returns.
If nothing seems to be working, it is time to seek help from the experts. As one of the leading PPC and SEO companies in Australia, we would be glad to manage your campaigns and make them more profitable. For quote requests and inquiries, give us a call at your convenience.
