PPC (pay per click) advertising is a powerful marketing tactic that can help generate traffic to your website. When done correctly, it’s one of the best ways to get in front of potential customers and start earning their business. If you are an online retailer, PPC campaigns can be used on Google AdWords or Bing Ads to drive people straight into your eCommerce store. However, if this isn’t working for you then there might be some reasons why. In this article, we’ll share three signs that your PPC campaign isn’t working.
1. Your PPC Campaign Costs Too Much to Run
If your PPC campaign is costing too much per month, it’s possible that you aren’t bidding on the right keywords.
Targeting an audience with specific interests can help reduce costs and bring in more conversions for a lower cost.
For example, if someone searches for “online retailer,” they may be just as interested in buying online from Walmart or Target. Searching for “online retail” could signal their interest to buy through Amazon.
By understanding how consumers search and finding ways to match them up with relevant ads and landing pages, you’ll naturally drive down CPC (cost-per-click) rates over time by targeting these individuals at the lowest possible price point based on their level of intent.
2. Your Conversion Rate is Too Low
If you aren’t seeing sales or conversions from your PPC campaign, it might be time to take a step back and look at the landing pages.
Are they pointing people in the right direction? Are they compelling enough for them to click through and buy your products? Do these individuals know about all of the benefits that come with purchasing from your eCommerce store instead of another retailer’s website?
Asking questions like this will help identify if there is an issue with either product positioning or how well you’re capturing their attention when browsing your site.
A good rule of thumb is to aim for at least a three percent conversion rate on AdWords campaigns while making sure each landing page has its own unique URL so Google can track performance better.
3. Your Leads are Doing Nothing on Your Ad’s Landing Page
Another sign that your PPC campaign isn’t working is when leads aren’t following through to the next step.
For example, if you’re using Google Ads and someone clicks on one of your ads only to get dropped onto a page with no clear call-to-action or any information about how they can start shopping, then it’s likely that they won’t move forward.
You have to be able to guide visitors from search results down into their cart. This way they know what steps need to happen to take advantage of this great opportunity.
If there are too many hoops being asked from these individuals before getting to the point where they can buy something, then most people will just go back to Google and try another option.
Ready to Improve Your PPC Campaign?
If you are noticing any of these signs, it’s time to improve your PPC campaign. To learn more about how we can help, contact us today to speak to a member of our team.