When it comes to marketing, the internet allows you to reach a vast audience. Pay-per-click or PPC marketing is one way to introduce your product or service to many people worldwide. With a good performance company like MagnifyLab by your side, you can expand your business, increase your sales, and monitor your growth quickly and efficiently. However, not all PPC campaigns are successful. For every company that doubles their sales, there is another that spends thousands in marketing with little to show for it. So why do many PPC campaigns fail?
They focus on their click-through rate
Some people think that a high click-through rate (CTR) is a sign of a successful campaign when the real measure of success is the conversion rate. It is not the quantity of the clicks but the quality. You want to attract more prospects that move further down your funnel (and possibly complete the purchase) than spectators.
Bidding too low
It may seem counterintuitive, but at the beginning of your campaign, it is better to bid high than low. A higher bid coupled with the right keywords and spot-on ad copy and landing page will increase your ad rank. A higher ad rank will increase your CTR and provide you enough feedback on your campaign strategy’s validity. When you are sure which strategy is producing the most profitable leads, you can reduce your bidding price and focus on profitability.
Ignoring ad copy
As a salesperson in a real-life situation, you can interact with customers and answer all their questions and concerns on your product. It is not easy to do this online. This is where your ad copy comes in. A good ad copy will do this for you. It will describe your product or service’s key features and benefits and address any objections your client may have. A well-written ad copy focuses on the customer’s pain point and offers to solve it. It is crucial in increasing conversion rates.
Keyword overload
Keywords are the backbone of PPC campaigns. However, not all keywords are created equal, and some keywords will convert more than others. According to research, many PPC accounts produce most of their sales from just 12% of their keywords. If this holds in your account as well, more than 50% of your ad spend may be going to waste.
By procuring proper PPC management services, you will get guidance on which keywords to use. You will also get reports that will give you the necessary information on your keywords’ performance, allowing you to focus on the ones with a high conversion rate.
Don’t jump on the online advertising bandwagon without doing proper research. You can decide to take on the marketing campaign yourself. Still, a marketing agency will save you time and effort, giving you time to focus on the other aspects of the business, such as production and management. Be sure to keep watch for the above pitfalls so that you increase your chances of success.
Interesting related article: “What is Internet Marketing?“