Pay per click (PPC) ads are a billion dollar industry. Once you’ve experienced an uptick in business because of online advertising you’ll see why people spend so much on it.
PPC can be a very powerful tool, but it’s also difficult to get right.
Your ads are displaying on the right pages, and people keep clicking them. But when you look at the conversion rates, they’re lower than you imaged.
People are seeing your ads and are even interacting with them, but you have yet to make one sale or secure a solid lead.
Do you want to know how to improve ad conversion and make your PPC campaigns more successful?
If you’re ready to improve PPC, you’ve come to the right place. Read on to learn some common reasons why your ads aren’t performing the way you want them to.
Why Your Ad Conversion Is Low
Ad conversion can be tricky for even the most experienced PPC marketers. PPC ads are constantly changing, and you need to switch up your practices and pay attention to your campaigns if you want them to be successful.
If you’re having trouble with your PPC ads, you may be making some of these common and costly mistakes.
Your Keywords Are Off
Keywords play a very important role in the success of your PPC ad campaign. If you’re choosing the wrong words to target, you won’t have a lot of success with your ads.
It may seem like selecting the most popular keywords in your industry is a solid PPC strategy, but the opposite is actually true.
Very popular keywords are going to be difficult to bid on. The competition for them is high, and you’ll end up paying too much for each click you get.
If you want to see ads convert, consider choosing keywords that are still relevant to your campaign but cost less.
Instead of going for broad keywords, get as specific as possible. Add locations to your keywords so you can make sure that you’re targetting people in your area.
Your Text Isn’t Compelling
All forms of advertising serve the same purpose. They’re designed to get people interested in products or services.
If you aren’t seeing conversions or clicks, it could be because people aren’t moved by your ad text.
Writing PPC copy can be tricky because you have such a limited amount of space. That’s why it’s important for you to write catchy attention-grabbing text.
If you’re looking for text that’s sure to stand out and grab someone’s attention, start off by adding a deal. Mention that you’re offering a discount and people will be interested in seeing what you’re offering.
You Aren’t Using Negative Keywords
Language is a tricky thing. Words can have several meanings, and if you don’t account for them, you could end up spending money on ads that won’t convert because the people clicking on them aren’t interested.
If you offer financial forecasting services, you don’t want people clicking on your ads that want the weather forecast. If you sell tough construction nails, you won’t want beauticians looking for nail strengthing products.
It’s import to take the time to list keywords that might be used in connection with your target keywords, but draw the wrong type of traffic as keywords to be excluded.
This is another reason why choosing the right keywords for your campaign is important. You want to make sure that you’re able to reach the right audience.
Your Landing Page Intent is Confusing
PPC ads are only one part of the sales process. The other part occurs when people land on your website.
What do you want people to do when they land on your website from a PPC ad?
Let’s say you want people to fill out a form so someone can contact them later. Ask yourself, is it easy to find that form on the page, or do they have to scroll to find it? Also, is the form designed well, and does it have all of the information you need?
Maybe you want people to make a purchase as soon as they get on your website. Ask yourself if it’s easy for people to browse products on your website, or if it’s easy to make a purchase and check out.
Your landing page and website play an important role in PPC ads. If they aren’t functioning well, you could be losing out on a lot of business.
You’re Targetting the Wrong People
When was the last time you checked on your targeting settings? If you’re experiencing a low conversion rate, the problem may be that you aren’t targetting the right people.
If you’re only targetting people in your targetted locations or searching for your targetted locations, you’re missing out on a lot of potential customers.
Change your settings to “people in, or who show interest in, your targetted location”. This allows you to reach a lot more people who could be interested in your products or services.
You’re Expecting Too Much
Maybe you’ve targetted everything expertly and your landing page content and website are set up correctly. Your keywords are affordable and your ad text is compelling.
But despite everything, your ads still aren’t converting.
The problem may not be your ad strategy, it could be your expectations from people that click on the ads.
If you expect people to fill out a form the first time they visit your website, don’t make the form extremely long and detailed. Ask for the minimum amount of information you need from them, and find the rest in a follow-up.
If you want people to try out a product or service, don’t immediately direct them towards the most expensive ones. Try promoting something more affordable and see how your ads perform.
Start Converting Today
Now that you know about common ad conversion mistakes, it may be time to get your PPC campaigns into the hands of professionals.
If you’re ready to start seeing results from PPC advertising, you’ve come to the right place. Reach out today so we can figure out the best online advertising strategy for your needs.