What can you do if your PPC campaign is starting to plateau?
The important thing: don’t panic. Just because your conversions have settled at a low rate or you’re failing to drive the kind of traffic you dream of is no reason to assume your business is in trouble.
There are certain steps you can take to breathe new life into your PPC campaign. Here are four of the most effective.
Embrace Site Links for More Engaging Ads
Site links might look simple, but they can make a big difference to your ads. They allow you to add multiple CTAs (calls to action) within the text, taking searchers directly to a specific page.
For example, if your business specializes in local food deliveries, your ad’s site links might be ‘Vegetarian Menu’, ‘Drinks’, ‘Payment Options’, and similar. These are key areas your prospects will want to visit, and adding links makes your ad more attractive.
Site links show prospects a taste of what they can find on your website in a simple, interactive way. It’s a more convenient search process for them., especially if the site link takes them straight to the information they’re looking for.
Never Underestimate the Power of Good Copy
Getting the text in your ads right is tricky. You want it to sound professional and competitive without seeming stiff.
Pay real attention to your titles. They have to be concise, but tell searchers exactly why you’re the only choice for them. You need to address what makes you different and superior to the rest.
Do you sell a unique product no other brand does? Do you ship globally when your competitors only offer domestic?
Check out your most successful competitors. Look at the techniques they use. What can you learn?
Are you Targeting the Right Locations?
Geo-targeting lets you market your PPC ads to prospects in specific locations only, rather than at a global level.
This prevents you having to pay for clickthroughs from searchers outside your shipping or service range.
For example, if you’re based in Atlanta but ship no further than the United States, clicks from European prospects will be a waste of everyone’s time and money (unless they’re buying a gift for someone within the States, of course).
You might find your bounce rates drop without so many people realizing they can’t buy from you.
Make sure you set-up your geo-targeting for maximum efficiency and value. Narrowing your campaign’s scope or expanding it can make a big difference, if your current methods aren’t performing as you would like.
Take Advantage of Seasonal Events
If you’re not creating PPC ads focused on seasonal events or trends, you could be missing out on much-needed clicks.
Create scheduled ads for any holidays your products or services suit. Christmas, Black Friday, and Cyber Monday are obvious ones, but think outside the box too.
Can your products or services tie-in to Easter? Thanksgiving? Arbor Day?
Take full advantage, but don’t leave them running after the season has passed.
Want more ideas? Our expert Orange County digital marketing experts can tailor the ideal PPC campaign for your brand, so give us a call!
