With 63% of internet searchers clicking on either a PPC text ad, shopping ad or display ad each time they search online, if your business is not visible at the top of Google you could be losing out on new business to your competitors.
In fact, many business owners and marketers try PPC once and lose money or break even. As a result, they conclude that there’s no money to be made with Pay Per Click. There are very good reasons why they should think this. Here are the top 5 reasons why Google Ads does not work as well as it should, and how you can make more £ if you do it correctly.
1. You took the advice of a Google Rep.
Every Google Ads account comes with their very own Ads Account Manager to guide you through the setting and launch of your account. Great, right? Well, no. Essentially, their main job is to encourage you to spend more money with them. A part of how they do this is by setting your campaign ‘broadly’, which will target a wider audience than you expect.
Also, if you’re using AdWords Express, step forward with caution!
2. You don’t use PPC information to improve your SEO or website.
When running a PPC campaign on Google Ads, you will be collecting a tonne of data about your business that you may not know about. One of the most useful bits of data are the search terms used by people when visiting your website. This list of keywords can help you refine your website copy or split pages into different intents – like a ‘what is’ page or a ‘buy now’ page, for example. By using this data intelligently, you can grow your organic reach further than your competition.
3. Your landing pages are weak.
A hard-working and converting landing page will have many elements, including:
4. You haven’t set up conversion tracking.
A conversion is an event that has occurred by a user on your website, such as completing a contact form, emailing the business address or making a phone call. By tracking each of these user actions, you will understand what is working and what is not. This will help you refine and target the areas that give you the best ROI.
5. Your targeting is weak.
The default setting for location targeting actually allows your adverts to be shown in any location in the world, even if you have specified that you want to target a specific location only! Do you sell to Australia? If not, go and check your account now.
One of the other biggest money drains on your account is keyword match-type targeting methods. A quick check of your search terms will reveal the quality of traffic visiting your website which is created from the broadness of the keywords you are targeting.
If you are currently using Google Ads to grow your business or are considering it, follow these 5 PPC tips. Not only you will save £, you may also get more customers! On average, for every £1 spent on Google Ads, £3 or more can be made back in revenue. Don’t miss out on the power Google Ads can give you, but, of course, do it right!
Colin Harrison is the owner of Nivo Digital, a Bristol-based full-service digital marketing agency for local and national businesses. He’s on a mission to create marketing materials that match each brand’s unique identity and goals.
Whether he’s crafting high-converting PPC campaigns or diving into a technical SEO problem, he loves using his experience to help local businesses grow and thrive! You can reach him here.
Business & management coach, mentor, trainer, author, speaker, social entrepreneur, (and chief pot and bottle washer!)