Pay-per-click marketing is a fantastic way to increase leads and sales and grow your business.
Many businesses have achieved great success with PPC ads by reaching a wider audience and successfully converting them.
Still, a lot of businesses make some common mistakes that result in the failure of their PPC campaigns and prevent them from earning a good ROI.
Well, if you witness failure in your PPC campaigns and see your budget draining, you become reluctant in making any further investment.
Also by using PPC mode of advertising, you can reach your potential audience quickly but it is important to know that running a successful PPC campaign is not an easy task.
So. let’s take a quick look at most of the common reasons for the failure of PPC campaigns.
1. Lack of Conversion Tracking
What is conversion tracking and why is it important for PPC Marketing?
Conversion tracking is a way to determine the action taken by a customer to reach your desired page which can be a contact form, confirmation or a download page
In PPC management, you need to setup conversion tracking to track the keywords that users are searching for.
With the help of this information, you can optimize your PPC campaigns to yield a higher ROI for you.
By tracking the behavior of your customers, you are seeing how far down to the Call to Action they will go to eventually download a piece of information or subscribe to your newsletter.
This may sound surprising but a lot of PPC campaign fails because of lack of conversion tracking.
Without conversion tracking, you will never know if you have achieved your goal or not.
2. Not Using Negative Keywords
Negative keywords are basically those keywords that prevent your ads from being triggered for any irrelevant search queries.
If a user performs a search query that contains one or more negative keywords then your ad will not display for that particular search query.
Negative keywords are helpful as they narrow down the visibility of your ads and also makes sure that your ads are only displayed to your target audience who are interested in your product or service.
With negative keywords, you can save a lot of your budget which would have otherwise wasted on the irrelevant clicks.
For example, you run an online clothing store that specializes only in men’s clothing, you may include “women” and “kids” as negative keywords.
By doing this your ads won’t display when users search for keywords like “Women’s Clothing” or “Kids Wear”.
By making your ads more specific, negative keywords result in a healthier CTR that is more conversion oriented.
So, the incorporation of negative keywords in any PPC campaigns is a must.
3. Limited By Budget
Often overlooked, one of the successes determining factors of a PPC Campaign is the budget.
The advertisers become little conservative when it comes to spending budget.
Usually, the new advertisers start their PPC campaigns by spending less.
As a result, their ads stop after the budget is exhausted and they stay in the mindset that PPC wasn’t meant for them.
The advertisers don’t realize that they are competing against other advertisers for clicks.
And if those competitors are ready to spend more than you, then you’ll simply drown.
By having a limited budget you will bid too low and probably won’t show up with respect to your competitors.
Or by having a low budget you’ll run out of your budget without having gathered substantial clicks.
However, the real scenario is totally different.
4. Not Creating A Landing Page
This is a very common reason for a PPC campaign to fail,
Because the advertisers do not exactly understand the difference between the home page and the landing page and send the user to the home page instead of landing page.
A Homepage is an introductory page of your website and it serves as a table of content of your website.
While a landing page is a specific page on your website basically built for one single conversion objective.
Sending the users to the homepage may only work when the desired call to action is itself present in the home page.
Otherwise, it is no less than a blunder to send the users to the homepage where the bounce rate automatically becomes high.
So, instead of sending all your visitors to the homepage, create separate landing pages for each single objective that clearly elaborates about the particular product or service.
When the landing page is consistent with the PPC Ads, they are bound to bring in more conversions and also improves the CTR.
Image Source: ShopClues
To enhance your landing page conversions, you can use keywords that have high conversion rate and you can also insert quality graphics and images into your landing page.
5. Overloading Keywords
A famous saying, “Excess of everything is bad” is absolutely true when it comes to the keywords of PPC campaigns.
The success of any PPC campaigns is hugely influenced by the proper implementation of the keywords.
Keywords are the building blocks of your PPC campaigns that let your visitors know about your existence and make them look for you.
Do not overload your keywords just for the sake of creating a huge keyword list.
Remember the fact that quality is always important than quantity.
Focus on the keywords that define your audience because it is better to reach a small number of interested people rather than a large number of people who don’t even care about your product or service.
Also, choose keywords that describe your product or service perfectly because by this the picture of your product or service will be crystal clear and there will be no room for any kind of doubt or confusion in the minds of your potential visitors.
To fix the problem of overspending on keywords you can restrict the use of broad type and budget draining keywords.
Also, you can eliminate the poor performing keywords and super focus on those keywords that are driving most of the conversions.
6. Focusing Too Much On Cost Per Lead
PPC marketing is indeed a spectacular platform for generating leads.
A lot of marketers have a common belief that the Cost per Lead measures the productivity of the PPC campaigns.
In other words, it the Cost per Lead that indicates whether the PPC ads are producing significant results or not.
Earlier, PPC marketing was a well-known platform to optimize clicks.
But in the recent years, PPC marketing has proved its worth in optimizing the conversions as well.
No doubt the clicks are important but what if the visitors only confine themselves to clicks only and don’t go beyond that.
This will result in no or few conversions which are not what you want.
The end result is that conversions are more worthy of being focussed rather than the clicks.
The point to note here is that the Cost per Lead is only an indicator and not the measure of the success of the PPC campaigns.
So, instead of focussing on how much you are paying for every lead that is generated, have a look on your conversion rate and focus on that instead.
7. Having No Or Unclear Call-To-Action
Image Source: Neil Patel
A Call-to-Action is a text or graphic prompt that initiates the visitor to take a particular action and convert into a customer.
It is one of the key elements in generating leads and sales.
It gives you a sense of completion for your customer and also inspires the audience to take the desired action after reading your ad.
A worldwide fact that PPC is one of the most effective platforms for online advertising has resulted in it into being overcrowded.
Therefore, to distance themselves from the competing rivals, the advertisers indulge themselves so deeply in the features and benefits of the ads that they unintentionally forget to include a Call-to-Action.
Which is indeed one of the most common and highly influential factors that result in the failure of the PPC campaigns.
Also, there is no point of including a Call-to-action which is unclear.
Unclear Call-to-Actions create confusion and also leads to the loss of potential customers.
While ensuring the inclusion of Call-to-action in your landing page also make sure that they are clear in the eyes of your potential customers.
8. Improper Management of Campaigns
Time and again this fact that “PPC is not a set and forget thing” is reminded of.
Even today a lot of marketers have this mindset of creating campaigns and ad groups, targeting keywords, setting bids and budget, making ads and then simply forgetting about it.
Which is actually wrong.
Setting up of good PPC campaign is just the beginning.
To make a PPC campaign successful, you need to spend most of your time to optimize keywords, ad copy, bids, and other PPC elements.
A lot of businesses have this wrong assumption that they can well work on their PPC campaigns along with performing other-other business activities.
PPC campaigns require undivided focus and attention and should be separately handled.
Hiring an experienced PPC manager whether to work in-house or in an agency is the best option for most of the advertisers to make most out of their PPC campaigns.
9. Having No Goals
There is no possible way to achieve success without clearly defining the goal or objective.
Having no goals is like going on a journey without clearly defining the end destination.
The Same rule is applied to PPC marketing as well.
Without having clear and measurable goals, you can not define the success point of your PPC Campaigns.
Hence, before setting up any PPC campaign clearly define the goal and success point so that the results can be measured accordingly.
Setting goal is the basic principal of any marketing plan and yet many advertisers fail to set it at the beginning of setting the PPC campaign.
Knowing your goal at the beginning of any beginning of any PPC campaign is important because the entire campaign is going to be based around it.
10. Quitting Too Soon
Well if you have just started your PPC Campaign and after a few weeks you think of quitting is just because you were not getting sufficient leads and sales.
Trust me, it is not at all a good idea.
Generally, PPC campaigns take a little time to optimize and shutting the campaign down without giving it enough time to optimize itself is a biased decision.
It takes a little time to figure out which keywords are top performing and which are under performing.
What bid price is the best, which ad is the most converting and which negative keywords are the best to incorporate?
While the process of optimization takes a little time, meanwhile, you might face some results which were not at all desired by you.
Hence, the ultimate decision should not be based on the optimization period of the PPC campaigns.
Don’t be too quick to give up.
Because of these common reasons, the PPC campaigns fail and as a result of this, a lot of companies not only lose hundreds and thousands of dollars every month but also lose faith in PPC mode of advertising.
Therefore, it becomes relatively important to beat those failure reasons by discovering the reasons and getting insights to improve performance so that the PPC campaigns become successful.
Just because of these reasons for the failure of PPC Campaigns, don’t give up on PPC.
Rather learn to do it right.
About Author: Dinesh Thakur is the Co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing.
Dinesh has helped hundreds of businesses to grow their revenues through PPC.He has expertise skills in Google Adwords and is passionate about Pay Per Click.
Laser focused on ROI w/ Adwords for our clients.
Originally published at https://www.linkedin.com on April 26, 2017.