According to recent reports, PPC visitors are 50% more likely to purchase something than organic visitors. No wonder 64% of brands are planning to increase their PPC budget to one extent or the other in the next 12 months. PPC campaigns are bringing in conversions.
Even so, many brands are wary about PPC campaigns still because their failure rate is high too. No matter how much money or effort or time or resource you spend, your PPC campaign might fail.
In this blog, we are discussing some of the reasons why PPC campaigns fail, not to deter you from starting a PPC campaign, but to help you make better, more successful PPC campaigns by learning from other's mistakes.
Why do PPC campaigns fail?
Here are a few reasons why PPC campaigns might fail.
No conversion tracking
A marketing failure is just waiting to happen when you don't measure your sales effort against the PPC campaign's success rate. Remember, the conversion data from your campaign is what will decide the marketing strategy, and it is at the core of the marketing channel.
Of course, for longer sales funnels, this value might not be based on the monetary aspect or ROI but the leads, event registrations, or other results.
But even then, conversion tracking is of utmost importance and should be set up from the very beginning.
Missing out on tracking the value of conversions
If you ever have a lead generation campaign and you're happy that you're getting good numbers and a great number of leads at a lower cost, take a look at your bottom line. That can change your perspective.
Yes, you were getting great numbers but were they really resulting in sales? Did you assign a value for every single conversion in the conversion tracking code? Because you should.
Once you have assigned the values to conversions, your PPC campaign can now report return on the Ad spends. This can help you revise your bidding strategy to adhere to bid on return on ad spend instead of target cost per acquisition. This can maximize your ROI.
Not using negative keywords
Everybody wants the popular keywords, right? Of course. And you can bid on proper keywords that you want to target but you should also add negative keywords to ensure that your ads don't show up for unrelated searches.
A low budget
Having a clear budget is great, but a low budget to cut corners can prevent your campaign from reaching its full potential. Many brands miss out due to low budgets because their ads are offline when they matter most. That also means that your ads won't appear for important search terms relating to your industry.
You can find out your perfect budget by first starting with keyword research. Then collect all the keywords and put them into a keyword planner to ensure you get the click volume forecasts and find the required budget.
Not tracking when your campaigns are performing best
Scheduling is very important for the success of campaigns. But many brands schedule their campaigns based on assumptions. This is one opportunity you have to take a completely data-driven approach. Once you have the data in your hands, you can easily find out which days of the week and times of the day give you the most conversions and which costs you the most money.
Lack of consistency
Inconsistency has killed multiple campaigns. If you want your campaign to be successful, you should be consistent in your AdWords strategy. This includes where & how you appear, the testing, the optimizations, the budget, and everything else.
Make sure you don't take a haphazard approach to advertise as many advertisers do. Optimization to ensure consistency is important.
Not using actual search terms
You need to go through the search terms report in Adwords when identifying the terms that actually convert for your campaign. This report can show actual terms that your visitors typed in Google when they clicked on your specific ads.
Did you add the best-performing search terms as keywords for your ads? Did you remove the non-performing terms as negatives?
These negatives are blacklists for keywords, and you do not need to bid on them.
In the end…
PPC campaigns can cost a lot of money, take a lot of time and effort. So getting it right the very first time, although seemingly daring, is important. Some of the reasons for such campaigns failing we mentioned in the blog can help you create better, more strategized campaigns in the future. For more help or information, you can always consult an expert like MMBO, a top PPC agency in Delhi.
MMBO is a leading PPC agency in Delhi. We offer extensive PPC management services that include strategizing, budgeting, and more. Our team of expert marketers, analysts, PPC specialists, and creatives have helped multiple brands launch & run PPC campaigns successfully over the years.