You’re not alone if you’re having trouble getting a return on your Google AdWords campaign. Pay Per Click advertising can be intimidating, and creating a strategy that follows Google’s best practices and produces quality traffic to your website requires expertise and meticulous study.
Thankfully, there is some good news! We’ve developed a list of the top four reasons PPC campaigns fail, and if you follow our advice, you’ll be well on your way to turning traffic into cash.
Startups in competitive industries are unaware of how much their competitors spend on digital marketing. Even modest to medium-sized businesses can spend tens of thousands of dollars every month on AdWords. If you offer women’s cosmetics, for example, you’ll be up against giants like Sephora as well as hundreds of highly successful firms with plenty of cash. Let’s imagine you’re a modest personal injury legal business. You’ll be competing against people who have been in the market for a long time, have honed their marketing methods, and can outspend and outperform you all day.
It’s vital to be realistic about what you can accomplish within your budget constraints. If you don’t have a lot of money to spend on PPC advertisements, you’ll have to limit the scope of your campaign and bid on a small number of keywords to reach a smaller audience.
The Right Keywords
When creating an AdWords campaign, keyword planning is crucial. The proper terms, combinations of words, and phrases will be discovered through thorough research to generate qualified traffic to your website or landing page. The ‘Keyword Planner’ function in AdWords displays information such as Search Volume, Cost Per Click, and Competition for each keyword. It can also propose AdGroups to help you arrange your campaign more effectively and provide you keyword alternatives you may not have considered.
You’ll end up paying for traffic from people who aren’t interested in what you’re selling if you use the wrong keywords. This translates to high bounce rates, low conversion rates, and a waste of money.
Use of Negative Keywords
While it’s critical to choose keywords for which you want your advertising to appear, it’s also critical to include keywords for which you don’t want your products or services to appear.
Assume you’re a high-end women’s shoe company. You don’t want your advertising to appear when people search for “cheap shoes” or “discount shoes.” You can add these search keywords to your Campaign’s “Negative Keywords” section to ensure that your advertisements don’t show up when customers use them in searches.
Local businesses may occasionally run PPC advertising for the entire United States, which is always shocking to see. This will squander a lot of money because you’ll be charged for clicks in places that have nothing to do with your business.
Even a nationally focused service or product might occasionally profit from focusing on only large metropolitan areas or locations where their target population resides. This is a terrific approach to get the most out of your budget by targeting adverts to a more targeted and engaged audience.