Why Does a PPC Campaign Fail? Top Three Reasons

Pay per click or PPC are ads that you have to pay each and every time when a visitor clicks on them. There are different types of PPC ads. Among the various types, the paid search ad is the main type. Basically, PPCs are the sponsored search terms which appear at the top of a search engine results page. However, PPC marketing is the most effective way of growing your business. Optimising PPC campaigns can be very difficult. Many companies pay thousands of dollars on this campaign but still, these campaigns fail. Let’s discuss some common reasons why PPC campaign may fail.

Obsessing for CPL

Nowadays, PPC’s best practice has shifted from clicking optimisation to conversion optimisation. CPL or Cost Per Lead is an indicator of PPC but the problem is that CPL doesn’t give 100% profitability. Research says many PPC campaigns with outstanding CPL are still unprofitable. So, CPL is not good for the unprofitable campaign.

To fix this CPL problem, you have to focus on profitability instead of focusing CPL. So, you should tie the PPC campaign with the bottom line. You need to find such keywords which drive the lowest CPL and also find search terms which produce the maximum revenue. Moreover, you should find an ad copy which creates the maximum ROI. Once you discovered, the profitability starts improving.

Overloaded Keyword

According to 80/20 rule, your 20% input determines 80% of your output. This means a small minority of keywords can lead to the sales majority. Generally, this rule is applicable for PPC campaigns and different types of marketing. Research says a PPC account can produce its sales from 12% of PPC keywords. So, 88% of keywords generally eat up 61% ad spend. Most organisations know what are the good keywords but the problem is that they can also use some extra keywords to explore their business. They can use these extra keywords helps to improve their business. Basically, the idea is good but it works rarely. Fortunately, you can easily fix the issue. You can remove your poor keywords by identifying your search terms and budget-sucking keywords.

Reduce Call Tracking

For many lead generation campaigns, phone calls are the major sources of sales and leads. Despite the availability of calling platform and leads, many companies are not effectively tracking the phone calls. Fortunately, it can be fixed easily. If you add a forward number in the advertisement call extensions then you can fix the issue.

These three mistakes and its solutions we discussed in this blog are intuitive. These mistakes are common. If your Pay Per Click management fails due to these three mistakes then you should focus on the necessary solutions that have been discussed above. If you are not a PPC specialist then you should hire a PPC professional to fix these issues and run your campaign successfully. In Perth, there are many companies who offer PPC services. You can choose one of them.