6 Different Ways to Fix Common PPC Advertising Challenges
Overcome challenges that come with PPC advertising with these six different ways
Overcome challenges that come with PPC advertising with these six different ways
The success of every website now depends on search engine optimization and digital marketing strategy. If you are on the first page of all major search engines, then you are ahead among your competitors in terms of online sales.”Dr Christopher Dayagdag.**
You might not know what PPC means but must have come across several pay-per-clicks in the digital space. On Google, after searching for anything, they come as the first 2-3 results with a short 'Ads' description before them.
Lots of businesses take advantage of PPC despite the challenges to increase their reach and revenue. They use PPC to supplement their ongoing organic efforts to reach more audiences and drive more conversions. Most digital marketers earmark a designated part of their ad budget to search engine advertisement, showing PPC's importance to marketing.
If done right, PPC marketing holds excellent promises. With a well-rounded marketing strategy, businesses can increase their range and conversions. Conversely, companies have lost considerable revenues to poor PPC strategies. PPC advertising requires a specific process as it is disposed to click frauds and many other issues that can affect the results.
PPC campaigns require consistent optimization to ensure you are getting your driving results and making the most of your investment. To be successful in PPC involves a lot of hard work. The workload can be reduced by using intelligent data-driven analytics, but you must remember that competition is fierce, and mistakes are not forgiven.
PPC Advertising is a digital advertising model whereby the advertiser pays the publisher each time a user or visitor clicks on the advert. The advertiser does not reimburse the publisher upfront before the ad is displayed; they pay after each visitor clicks the ad. This type of advertisement is run primarily by search engines and social networks. The most popular are Google Ads, Facebook Ads, Twitter Ads etc.
When a user searches for something related to your target keywords, the winning ads are displayed at the top or bottom of the Search Engine Result Page (SERP) with an Ad tag beside it. The advertisement fee is paid when the user clicks on the ads.
PPC advertising is used by businesses to increase traffic to a landing page, grow brand awareness, and make sales to people in the market for their products or services. It help companies put their products and services in the faces of people searching precisely for them. With PPC advertising, businesses enjoy a form of targeted advertising that traditional advertisement does not make provision for.
Let us briefly touch on the types of PPC ads, as the requisite knowledge will help you understand the challenges and fixes of PPC advertising.
These are exactly as they sound. They are texts writing by the copywriter to sell a product without using visual aids. Text ads are triggered when a user's search aligns with a particular keyword in your ad campaign. They are varied and can be Responsive Search Ads, Expanded Text Ads and Dynamic Search Ads.
These are commonly called banners. Display Ads are a visually-driven ad type that combines both text and visuals to create something more significant than the sum of its part. With Display Ads, you can preview your product and service to generate more engagement than ordinarily possible with search ads. Managing Display Ads is, however, trickier, as it popping up at the wrong places is a usual occurrence.
Shopping Ads are shown when the user searches for a specific product or product category a business sells online. The shopping ad includes the product's picture, the price, location, specification, shipping information, and a link to an online store where the user can place an order. When a user clicks the link, they are directed to a landing page, and the store owner pays the platform irrespective of whether the user completes the purchase.
In PPC, the number of impressions an ad receives is measured by the Impression Share (IS). Impression Share is the percentage of total impressions your ads receive compared to the total number of impressions it is eligible to receive. Lost Impression Share is the remaining percentage.
When running a PPC campaign, your range of keywords and how high enough your bid is will determine the total number of times your ad shows in any number of searches. For each search, your IS tells you how many times it has been seen compared to how many times it could have been seen.
Some of the reasons your ads can have a low impression share are:
This is a common mistake with several PPC advertisements, and some businesses use as many keywords as possible, thinking that this will translate theoretically to more traffic and more conversion. This is a mistake. When building your ads, you must meet your customers at different stages of their buying journey.
Stuffing keywords into an ad destroys this segmentation as it drives all kinds of search intent to your ads without filtering the stage each customer is in. Hence, you lose money for each click, and the conversion rate is low. The relevance you seek would make your ads irrelevant as the search engine would rank you down in significance.
The best number of keywords to use in any of your PPC ads should be 20 or fewer. This will reduce unnecessary traffic and filter the visitors who will see your ads. Furthermore, it makes you a better marketer as you have to select your choice of keywords and phrases more carefully.
Search engines rarely rank your ad if your account lacks a clear structure. All stages of your campaigns, down to the ads, impact your Quality Score and segment effectively. Give your PPC ads a well-defined structure by having a system of organization that reminds you of what each item does. This gives every individual on the account a clear understanding of what you are doing and makes it easy for you to locate the offending element if your ads are not doing well.
When your ads are doing very well, it is tough to hide them from competitors. In business, monitoring competitors and stealing working ideas are not uncommon, and the same can also be a challenge in PPC advertising. Competitors hover around your keywords when you are ranking top in your own brand keywords and your brand awareness is being established.
Specifically, upcoming brands will use your keywords to hijack organic traffic to get your level of exposure in a short space of time. They siphon lots of clicks your ads should be receiving, thereby dealing your conversions a considerable blow.
Boost your bids. Most competitors that steal these keywords are upcoming, so they cannot match your spending strength. Hence, you can easily outrank them. You can also ask them to stop politely. Unfortunately, if they are generating a lot of leads, your competitors would refuse. Since all is fair in love and advertisement, they are not breaking any rules.' To have optimal control over the keywords, you can trademark your keyword. This won't stop your competitors entirely, but if they persist, you can sue them and reap gazillions in damages.
This happens when there is a mismatch between what people are searching for and what your ads show. This is quite dangerous as several layers of preparations go to waste as your ads do not connect with your audience. It highlights the differences between what is going through the users' minds and the intent of your advertisement. Your ad can be selling jogging shoes while your user is thinking of "buy running shoes online."
Search engines serve ads to audiences based on several factors, including past search behavior, current trends, and signals of intent. So, to get your ads to match what is going through your user's mind, here are some things you can do:
Challenge 6: Focusing on the wrong KPIs
PPC advertisement is a great way to convert users and grow your online presence if you have an excellent online brand presence. Unlike SEO, PPC produces an immediate difference that takes months of build-up before you can notice a difference. Another mistake digital marketers make is declaring a campaign successful untimely or based on a few solid numbers for the wrong metrics.
So, unless you know your ads' objective, it is possible to focus on the wrong metric and assume it is successful.
It is best to measure the performance of a PPC campaign by looking at the result of your ads campaign in the context of your company's business goals rather than judging individual metrics. Here are a few ways to align the two:
"As an expert UK PPC consultant, Scott uses a range of techniques to produce successful outcomes for your business, including in-depth keyword research, competitor analysis and split-testing. You'll gain a deeper insight into what persuades potential customers to purchase on your site."― PPC Agency UK
There are always new things to learn in PPC advertisement, irrespective of how extensive your knowledge might seem. But when you are new to online advertising, it can be challenging to know where the limits are, what keywords to target, the frequency of the keywords and how to study the results.
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