Why So Many PPC Campaigns Are Doomed and How to Reverse the Course

Posted by on November 8, 2013 in Marketing, PPC [ 0 Comments ]

SMBs waste 25 percent of their PPC budgets every month.You search and then click. Along the way, you may click some more. You type and click. There are no two ways about it: Clicking is part of the Web experience and most often we do it purposefully – sometimes accidentally – and businesses that haven’t figured out the role pay-per-click (PPC) campaigns have on marketing and lead generation probably aren’t paying attention.

Related: Discover the ways PPC ads can benefit your organization

Online advertising is a go-to resource for many businesses regardless of size, but there are definite nuances to implementing a successful PPC strategy that is apparently lost on a great many small and midsized​ businesses (SMB). According to new research released by WordStream, SMBs are watching 25 percent of their PPC marketing budgets flow haplessly down the drain. What’s the problem? Not enough businesses are following many of the established best practices regarding Google AdWords and account management. There’s little wisdom in creating a set of keywords and marketers are doing nothing to track their performance. WordStream estimated the average SMB spends $1,200 per month on a PPC campaign, and if you do the rudimentary math, you’ll see 25 percent of the is $300. If you let that number add up annually, there’s a significant hole in your pocket that PPC negligence is burning.

What are the costs?
The study found companies in the retail industry lost 569 product sales and B2B suppliers lost 157 leads because of PPC campaign mismanagement. Essentially, SMBs are putting money into these campaigns but aren’t putting in the leg work to measure their effectiveness, which is a quick way to lose your financial investment.

What can you do?
Make the most of mobile. Smartphones and tablets are everywhere, and besides being portable Web-enabled computers, they’re also pretty effective at making phone calls. Well, you can argue against tablets to some extent, but smartphones are built for communication. So, to make sure you’re giving prospective customers or existing clients the most user-friendly ads, be sure to integrate a “click-to-call” link. Pamela Olson, marketing manager for the aviation education firm King Schools, increased conversions on the company website by 50 percent over the past two years by modifying its PPC strategy.

Related: 4 Online Marketing Trends That Will Rule 2014

Olson integrated click-to-call buttons, and has seen a 25 percent rise in smartphone users using this link to call the company instead of using the website. While some customers appreciate the convenience of a website, a large number of SMB owners would likely prefer them to call directly. A human touch goes a long way.

However, to take advantage of statistics like these, you need to make sure you’re able to generate them. If you’re using Google AdWords, it’s a good idea to link your account with Google Analytics. You need to be able to measure how your money is performing in this type of campaign. Analytics tools weren’t developed solely for research firms to create reports. They’re meant to provide businesses with accurate data that helps guide their strategies.

Related: Data, Search Traffic and Sales, Oh My!

Returning to mobile, don’t forget that brevity is optimal. Users don’t expect to scroll through a lengthy ad when they’re on the go. Simplify your message and make your keywords actionable. Otherwise, they’re liable to be ignored.

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