PPC (Pay-Per-Click) campaign is used by various companies. According to marketers, PPC is associated with an incredible value in order to create the business awareness among the mass. Some companies find it a very successful means to grow their business, but some of them can’t succeed with this.
Using PPC, many companies grow their business from small customers to a large number of customers. But, because of some silly mistakes, some companies end up the story by wasting a huge amount of money. Actually, the problem of failure can be the result of some most common mistakes. The companies that properly monitor, test, and execute the campaign, hardly face any depressive situation with PPC.
So, in this article, we will talk about some most common reasons behind the PPC failure. Let’s catch them one by one.
The fact is that most of the companies don’t spend much amount of money to test the combinations of the keyword, to get sufficient leads for improving quality score, to get the correct strategies of keywords and so on.
But, to taste the joy of success, the first investment should be larger than the monthly PPC expenditure in order to test, improve, measure and build expectations on the quality of leads, CPL (Cost per Lead), and the value of the conversion. PPC is not about a single project, but it’s a continuous process that requires a significant amount of time for improvement and should be managed by an efficient marketing team.
No idea about customer interests
Most of the customers don’t want to purchase from the PPC click campaigns. At first, they want to perform a thorough research before taking their decision. The companies generally provide a number of options to convert the search visitors into the engaging customers. Some of these options are subscription, demonstration sign up, white paper download and so on.
If the visitors are not signing up, it doesn’t necessarily mean the company will not get the traffic to its program. But, the companies have to keep their eyes on all the conversion options and the visitor activities that may convert into conversion. Some of the customers can start showing their interest through white paper downloading or e-mail subscription, so you should always alert with your customers’ options of interest. This way, these interests can be included in the PPC campaigns.
Incorrect campaign tracking
Many companies have only one landing page that serves for both of the organic purpose as well as paid traffic purpose and most of the time, they are not associated with any campaign tracker to differentiate these two purposes in the analytics. PPC can be a superb strategy in this regard. But, a professional analytics team is required in order to distinguish between those two purposes as well as measure the PPC campaign success.
The design of the landing page should be eye-catching so that the customers can feel the enthusiasm engaging with the site as well as the content of the landing page should be interesting and simple enough to attract the mass. The goal related to PPC should be clear enough in order to achieve the success. With the crystal clear strategy, you don’t have to end up the story by only wasting the money that is you can get your desired success.