PPC can be a great tool for attracting instant traffic to your website, but it can get extremely frustrating at times. You could have tons of high-quality converting traffic one day and completely fall off the map the next. Not knowing how much you’re going to spend on your ads and the results you will get can be tough but spending hours trying to craft the perfect ads with the perfect set of keywords and getting no results is even worse.
While it can be tough to tell why campaigns don’t work sometimes, in most cases, it’s because of basic mistakes people make. Let’s take a look at a few possible reasons why your PPC campaigns are falling flat.
You’re Getting Spammy Clicks
If you decide to have your ads displayed on search partner sites, there could be a chance that you’re getting spam clicks from them. Bing and Google automate a lot of their processes and don’t always do a good job at filtering out spammy sites on their network. It is largely up to you to identify these sites so that your ads don’t appear there.
One of the things you could do to prevent getting spammy clicks would be to check out this Google Ad Partners spam list from Digital Strike. Another thing you could do is invest in fraud detection software. A good platform will allow you to quickly identify spammy clicks and sites and prevent your competitors from maliciously clicking on your ads.
It is Not the Right Option for Your Business
Another possible reason why you’re not seeing the results you expected is because PPC is simply not the right option for you. PPC is usually best for people who have something to sell. It can also work for people who are trying to gather leads. But it’s not the most recommended method for people who are trying to build a newsletter or get traction for an information website. In most cases, those people would get better results through things like SEO. To get a better consultation on the marketing efforts you should do, you can also consult with an SEO and PPC marketing agency.
You’re Not Using Negative Keywords
Not understanding how negative keywords work or refusing to use them is one of the worst mistakes you can make as a PPC marketer. Not having negative words will create noise in your campaigns and you’re almost guaranteed to get clicks from searches that are either completely irrelevant to your business or won’t result in sales.
Let’s say that you sell used car tires. You might assume that the term “buy used tires” is great without thinking of all the different types of tires there are out there. Some people may be looking for used bike tires, click on your ad, and bounce out once they realize you don’t have any. Or maybe they were looking for someone who can install the tires and leave if you don’t offer the service.
This is why negative keywords are extremely important. In this case, the seller should remove any keywords that have to do with installation or other types of tires. If you want to find keywords to block in your campaigns, you can do it by pulling your search term report and identifying irrelevant keywords or using a negative keywords tool.
These are all common reasons why so many PPC campaigns fail. If you’re struggling right now, we would suggest that you work with a professional at least at the beginning instead of learning through trial and error.
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