3 Things to Do When Your PPC Campaign Isn’t Generating Leads
It can be frustrating when you spend your time, effort and money on your paid search campaigns and then you find them falling flat.
There are a few ways that you can revamp a campaign to try and improve the amount of leads that you are getting from it.
1. Think about keywords
There are several different types of keyword match types to consider when picking your keywords and phrases.
Broad match is the default type that will be assigned to your keywords. Whilst broad match keywords can be good for showing for displaying your ad for related searches and variations of your chosen keyword, your ad may also show for something completely irrelevant, and waste your money very quickly.
Phrase match is another match type, which allows ads to show on searches that match the phrase searched in the order you set but also include close variations. These phrases can have additional words before or after the phrase, but ads won’t show if a word is added in the middle.
For example, if searching for men’s jeans, “men’s jeans black” will show, but “men’s black jeans” will not.
Exact match will show ads on searches that match the exact search term or are close variations. This is all to do with meaning, if words are slightly reordered but still mean the same then ads may still show in these searches.
Narrowing your selection of keywords may also be beneficial. Whilst narrowing your selection could mean a lower volume of impressions you may find that you get more valuable leads in the long run. There is no point in bidding on lots of keywords that get clicks but no leads, unless you are purely trying to increase traffic, which isn’t always recommended.
2. Take a look at your ad copy
For people to go to your site and engage, they need to feel enticed to visit your site in the first place. If you can’t get people to click through to your product, service or offer on your landing page, then you will not be able to generate leads – simple!
The character limit may feel restricting, but this will help you streamline your copy a bit more and keep it concise. And in fact, Google are continually introducing Expanded Text Ads which give you much more flexibility in order to get your message across.
When writing your ad copy, bear in mind that people want to know how or why your product/service will benefit them. Give them the solution that your product or service can give, as well as highlighting any key features or USPs of the product that may appeal to consumers.
Adding a call to action is a good tactic for enticing customers, but try to appeal to their needs and emotions by saying something like “save more money with…” or “feel better after…”, rather than using bland call to actions that are used day to day by all companies. Creating a sense of urgency also works well.
3. Analyse your landing page
When you create your ad campaigns, like with organic results, any paid adverts should link to a relevant landing page that is well written and offers more than an image and some text.
The ad will get people to a website, but you could find yourself falling at the last hurdle if you don’t have a great landing page.
Where possible, dedicated landing pages are the most ideal choice as they are built for the purpose of converting a visitor.
Take a look at your landing page for your advert and make sure it has great content, is visually pleasing and has clear call to actions. Avoid pages that have too many distractions that may deter the visitor.
The key to effective paid ads is to keep testing, especially as there are plenty of factors that can be changed to help you make the most out of your campaigns. For more help improving your PPC campaigns, contact the experts at AdPilot today.