While some companies achieve great success with their pay per click (PPC) campaigns, some only report dismal results. This is really regrettable especially when you remember that any PPC campaign costs both time and money. Why do some companies fail while others report resounding success?
A PPC campaign is doomed to fail if the quality of the ads is not good enough. Just as you make great efforts to create outstanding content for your website, you should put equally great efforts in the creation of your ad. Since your competitors could be running similar ads, it is important that your ad stands out from the crowd otherwise there will be nothing to entice people to click on it. A good quality ad will be professionally designed and will address the specific needs of potential customers. For this reason, ads that contain misspellings and jargon are unlikely to be helpful to your campaign.
To encourage people to click on their ads, some companies create enticing subject lines which make promises that cannot be fulfilled. This is certain to make a PPC campaign for several reasons. For one, the people who click on your ad are unlikely to convert because you are unable to deliver what you promised. In that case, the clicks cost you money and give you nothing in return. Secondly, it is important to remember that your ads are monitored and misleading ads could earn you the wrath of Google who will then remove them.
Overbidding on keywords
To make your PPC budget manageable, it is important to only bid on the keywords that are likely to bear fruit. At the beginning of a campaign, it might be impossible to tell exactly what those keywords are but this should become clearer as the campaign progresses. Some companies solve this problem by bidding on several keywords at the start and, one discovering the keywords that are bringing conversions, adjust their budgets and hence only concentrate on the keywords that perform.
Failure to measure performance
For a PPC campaign to be successful, the company has to constantly collect analytics to show it the direction in which the campaign is headed. Failure to use analytics might mean that the company will continue spending money on keywords that are not in any way aiding the campaign.
Apart from activities on the company website, it is also important to find out how a PPC campaign could be impacting other areas of the business. Has it, for instance, led to more phone calls or in-store visits? Such details will help provide guidance for future marketing efforts.