Improving PPC Advertising Results
Adding Google Ads as a critical aspect of your PPC advertising strategy is essential for leveraging the platform’s reach and effectiveness.
PPC advertising (Pay-Per-Click) is a quick and easy way to generate leads. In the continuous competition to be on the first page of Google, with the right amount of spend, Google Ads places you on the top spot of search results. But there’s also the risk of not seeing results from your ad campaigns. If you’re spending money on campaigns but not seeing any results, this blog will help you spot the errors.
Reasons for Low PPC Advertising Results
Your Keywords are Too Broad
If you’re using a broad match, your bidding on related searches. However, these search terms aren’t always related to your product. Sometimes broad matches are exactly that – they’re too broad. Stick to exact matches. By bidding on exact terms and close variations, you’re likely to save a lot of money and not bankrupt your business in the process.
You’re Not Reviewing Search Terms
In regards to broad matches, they also present another issue. Why? Because they’re likely to bring you a lot of irrelevant keywords. Therefore, if you’re not reviewing your keywords and adding them to the ‘negative keyword’ list, you’re going to spend unnecessary budget on unnecessary searches. According to Wordstream, only 10% of advertisers optimise their Google Ads accounts each week. Ideally, you should review search terms in Google Ads regularly, if not daily.
Your Bids Are Too Low
To figure out what search terms are working best for you, you need clicks on your adverts. The Google Ads Optimisation Score indicates how well your ads are performing. Setting high campaign bids early on helps you to figure out the best results. This can then be reduced if necessary. An optimisation score of 80% and above will indicate your campaign is running well.
Your Ad Copy Isn’t Enticing
Don’t follow the crowd with your ad copy. Make it stand out. If you’re writing the same copy as everyone else, your ads will blend in with the rest of the crowd. Your business is unique and so is your brand proposition. It’s important to sell this within your copy so that your ads are distinguished. Doing so will help your ads get the right level of attention.
You’re Not Utilising Ad Extensions
Ad extensions enhance your PPC advertising with additional information, providing more reasons for users to choose your business. Extensions can include extra links, call buttons, location information, and more. Utilising these can increase your ad’s visibility and click-through rate (CTR), giving you a competitive edge.
You’re Ignoring Quality Score
Quality Score is a critical factor in Google Ads that affects your ad rank and cost-per-click. It’s determined by the relevance and quality of your keywords, ads, and landing pages. A higher Quality Score leads to better ad placements at lower costs. Regularly optimize your campaigns to improve this score by ensuring your keywords are relevant to your ad text and landing page content.
You’re Not Testing Different Ad Variations
A/B testing different versions of your ads is crucial for understanding what resonates best with your audience. Experiment with different headlines, descriptions, and call-to-actions to see which combinations yield the highest performance. Continuous testing and optimization can lead to significant improvements in your campaign results.
Conclusion: Improving Your PPC Advertising Management
While it may seem easy to set up a Google Ads campaign, optimising your campaigns is crucial to success. PPC advertising management is an ongoing process which requires time and skill. If you’d like support to produce a successful PPC campaign, please get in touch.
