4 Common Problems With PPC Ads And How To Fix Them

We’ve talked numerous times in the past month about PPC ads (which you can learn more about in our ultimate guide). It can be a great strategy for many businesses to increase awareness of their brand, grow their email list and raise their revenue.

But even if you know what you’re doing, it’s important to know how to fix problems with PPC ads. Today we are talking about the four main problems companies often face with their PPC ads, why they happen, and how to fix them.

4 Common Problems With PPC Ads + Solutions

1) Too many keywords

When starting with PPC, it often sounds like a good idea to add every possible keyword related to your business. After all (or so the reasoning goes), the more keywords you pair with your ads, the more traffic you will get.
Unfortunately, too many keywords almost always results in sub-par performance. That’s because you are driving people with all sorts of intent to the same ad. The ad might be relevant to some, but will usually completely miss the mark for most. This will result in low conversion rates, which can cause Google to rank your ad as less relevant and result in even worse results. Too many keywords is a vicious cycle that you should generally avoid.
For example, let’s say you create an ad selling luxury handbags that targets both “buy handbag” and “how handbags are made.” While people searching for the first phrase might find value in your commercial ad, you are liable to anger the second group of searchers that are just looking for information.
Thankfully, the solution to too many keywords is relatively simple: more precision. It’s a good rule of thumb to create one ad group targeting one group of people with one keyword or phrase. This makes it more likely that your PPC ads are relevant to whoever is seeing them.

2) Focusing on the wrong KPI’s

When getting started with PPC ads, it’s common to have a general lack of clarity on your goals. No surprise here: PPC ads can be confusing, and there are a seemingly endless number of analytics you could be focusing on.
However, having an unclear picture of which KPI is worth your time can be dangerous. When you don’t focus on a specific KPI (or focus on the wrong ones entirely) you could very well be “making progress” towards a goal that’s actually not worth your time.
The solution here is a little bit of clarity. What exactly are you trying to achieve with your PPC ads? If you are strictly aiming to increase revenue, for example, a spike in email subscribers might not have an immediate impact. If, however, you have strong email marketing in place? In this case, a growing email list can be an asset that will pay dividends in the future.
Whatever the case may be, be clear about what you are trying to achieve with PPC ads. This will make it easier to gauge success and to know which goals you should be pursuing with limited time and resources.

3) Low impressions

Impressions when running an ad basically mean the number of times it has been seen. This is one of the most fundamental numbers you need to keep track off, and for good reason: the lower number of impressions, the few chances you get for a conversion.
The reasons for low impressions are varied, but it’s usually a matter of the amount of money you spend. After all, PPC is a “pay to play” game. You can’t expect to get a large number of impressions if you aren’t willing to pay for it.
This is why the quickest way to increase impressions for your PPC ads is to simply increase the amount of money you spend. Of course, this will take some experimenting (and understanding of your business model) to get right. For example, if you are running PPC ads for a product that is high in price, it might be ok if your impressions are low. This is especially true if your conversion rate if relatively high.

4) Not enough active management

It’s great when you get an ad working. Maybe you are adding more subscribers, or even bumping up your average monthly sales. Hitting the goals you set (and even surpassing it) is definitely cause for celebration, and can make some business owners feel like their work is done.

But passively leaving ads as they are, even if they are working relatively well, is a bad idea for two main reasons.
  1. Even the most successful ad well eventually start underperforming. Without active management, it can be hard to notice an ad that has simply stopped performing.
  2. Ads can almost always be improved. By split-testing specific elements of an ad (testing the same version of an ad but with a different image, headline, etc.), you can get even bettor results. This can act to pour fuel on the fire of an already successful PPC ad.
Even ads with sophisticated setup and apps to help need continual monitoring and optimization. Neglect this fact at your own peril, because your competition is looking for any advantage they can get.
Are you an enterprise, nonprofit or small business looking for help on your website? Give us a shout! We provide a free consultation. Email us at info@lughstudio.com or call us at (718) 855-1919!
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