5 Reasons Pay Per Click Campaigns Suffer Online
Pay-per-click advertising, also referred to as PPC, is one of the most popular yet effective means to improve your brand's online visibility, and ensure its success. Typically, the most prominent online paid advertising system is acknowledged to be Google AdWords. Thus, every time you search for something on Google, the Google AdWords program works to deliver the best results.
An effective Pay Per Click campaign can ensure the success of your online campaign. So, what is your campaign missing?
Inadequate ads harm your click through rate
Google's algorithm referred to as "Ad Rank" is meant to settle the position of your ad on the results page. A good Ad Rank imminently implies that your advert will be shown higher on the page. That happens when your site has managed to attract a noticeable amount of traffic. Evidently, ads that will appear on the lower part of the results page will be accompanied by less traffic.
AdRank is also supposed to determine the amount of money you pay for every click your advert generates. Favorable Ad Ranks will manage to get you positive traffic results at low prices.
Now, let's get acquainted with the way in which Ad Rank is settled. Knowing this is more than necessary. Ad Rank equals your campaign's quality score multiplied by the price of every click your ad generates.
Normally, several aspects are genuinely significant for attaining a good campaign quality score. Still, what carries a lot of weight is the applicability of your ad, and whether it's relevant or not. Certainly, your click through rate (CTR) is essential for a successful PPC campaign as well.
Where do advertisers go wrong?
There are numerous mistakes that can harm your PPC campaign without you even knowing it. For this reason, I want to introduce to you the top five reasons your Pay Per Click campaign suffers online.
1. The presence of irrelevant ads
First and foremost, the most common mistake advertisers do is including irrelevant ads on a landing page. You should make sure that your landing page doesn't have such commonplace posts. But on the contrary, your ads should be linked to the relevant keywords.
Relevant ads will contribute to helping you boost your Quality Score and click through rate. The higher the quality score, the less you'll have to pay for every click your visitors generate. That imminently implies that you'll obtain a favorable investment return. That should be one of your top priorities if your target is to have a successful Pay Per Click campaign.
Apart from introducing irrelevant ads, another common mistake is grouping distinct keywords into a particular Ad Group. If you didn't know it yet, this particular step prevents your ads from being relevant. Consequently, your quality score will suffer, and you'll be paying a significant amount of money for every click.
For this reason, it's crucial that advertisers focus on grouping only keywords that are in relation to each other and refer to a particular subject.
2. Not including a call to action
Another rookie mistake is not including a call to action in your ads. This simple move can contribute to boosting your click through rate. Even though this is an initial step, many advertisers seem to miss this unique opportunity.
Also, in some cases, calls to action are linked with unsuitable messages. Let me give you an example. An ad that is accompanied by a call to action such as "find out more", may be suitable for engaging users to get acquainted with more about your product or service. However, clients who are eager to purchase an item might be further encouraged to do that if the call to action was "buy here", for instance.
It's crucial that you don't overlook the significance of a call to action. A suitable phrase can do marvels for your brand, and can make a difference and stimulate customers to make a purchase.
3. Absence of testing
Equally important is continuously testing the effectiveness of the ads you include on your page. Why? That is the only method through which you can improve your click through rate.
It's a typical trap a lot of advertisers fall into. Also, they fail to update several ads, which means that a user might enter a site which is no longer available. In other cases, the price differs from the one mentioned on the landing page. Certainly, such aspects can have an adverse impact on the user's browsing experience and your click through rate.
By repeatedly testing and updating your ads, you'll be able to control every difference in CTR for every ad you include on your site.
4. Ad extensions are missing
There is a myriad of ad extensions advertisers can use. The use of these extensions is meaningful for sending people to the pages they want to reach.
Such extensions are those related to location, product, or site links. As a matter of fact, Google promotes the use of extensions. And it is acknowledged that site links can genuinely booster CTR with up to 30 percent, which is something.
In spite of the obvious benefits of using ad extensions, advertisers underestimate its importance. Typically, your business will require a particular type of ad extension. Let's say that you have a sizable amount of traffic on your page, and you want to encourage users to enter stores. For that, you should be using offer extensions. An e-commerce site should use site links because they can genuinely stimulate more online drives and purchases.
5. No value proposition
Multiple brands offer the same services or products as you. What differentiates you from the crowd?
If your ad is unable to deliver a discernible message, you are most likely to fail to generate clicks and purchases. You need to offer reasons you should be your audience's first choice. For instance, include a free first-time service, or a noticeable discount, include customer reviews - in a nutshell, anything that could set you apart from the abundance of companies that provide the same service as you!