Not making the most of your PPC campaign?
In a world where Google Ads has the power to boost brand awareness by 80 percent and yields a 200 percent ROI, you could be missing out.
But how do you know if your campaign’s on a slippery slope? By watching out for the five warning signs listed below.
1. Plunging Click-through Rates
You want to secure consistent click-through rates for your ads.
And hopefully, they’ll be consistently high.
But if your CTR is dropping, you need to look into the hows and whys.
A few factors may be to blame. You might be bidding on high-volume keywords which are just too general to make an impact, for example, and fail to sell exactly what prospects can expect when they click.
2. Your Quality Scores are Low
Your Google Ads’ Quality Score represents Google’s view of your ads’ quality, based on various factors.
- How relevant your ad’s text is (users are less likely to click if the ad seems irrelevant to their query)
- The quality of landing pages connected to your ads
- Your click-through rate (see above)
- The past performance of your Google Ads PPC
If your Quality Scores are low, it’s likely due to a combination of the above factors.
3. Keywords are a Mystery
The right keywords are an obvious essential for any successful PPC campaign. And actually knowing what they are involves research.
Sadly, though, you might not have the time and resources to dedicate to effective keyword research. It’s even harder if you lack the experience or training to do so, too.
Digital marketing experts will spend hours researching keywords, using the latest planning tools to maximize ads’ relevance and performance. If this sounds outside your comfort zone, it’s time to bring PPC professionals on board.
4. Your PPC Campaign is a Chaotic Mess
Don’t know how much too bid? How little to bid?
Have no idea what ads you’re going to run during the next holiday period?
Clueless about how to make an impact on your target audience?
Keeping your PPC campaign clear, well-organized, and focused is vital. It should never be an afterthought. You have to know the right amounts to bid, how to capture consumers’ attention with your ads based on their pain points, and more.
So, if your PPC campaign is a mess, bringing an expert team in to make sense of it is best.
5. You’re Spending More than Ever Without Seeing Results
And finally, if you’re investing more into your PPC than ever but are nowhere near your goals, your strategy needs some work. Or maybe even a lot of work.
Every cent you spend on your ads should have value. Experts will identify where your current approach is failing and find a solution to achieve a satisfactory ROI.
Watch out for any of these warning signs. One or more indicates your PPC strategy will benefit from a professional touch in the long term.
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