What Not to Do When a PPC Campaign Stalls
When PPC campaigns are going well, it can feel like the sky is the limit. But what should you do when your once your effective strategy becomes less effective?
Many people react by panicking. They try to go after volume by bidding higher, obsessively remarketing, tightening their schedule for ads, and more. But when you restrict your campaign in this way, you may actually be blocking traffic that could be beneficial to your business.
Below you’ll learn more about how this happens and what you can do to fix it to make sure your campaign performs at its full potential.
Don’t Underestimate 24 Hour Ads
Business owners are always trying to figure out how to make the most of their PPC campaigns while staying on a strict budget.
Here are two examples:
Someone with a retail storefront that often gets inquiries from customers in person or over the phone during business hours might lower their bids outside of business hours. Likewise, a business running a B2B campaign might think it’s best to reach people while they’re at work and run ads during business hours, too.
While these strategies may seem logical, here’s the problem: people do a lot of research outside of regular business hours. A better way to schedule is by allowing ads to be available 24 hours a day. Scheduling ads can be useful in some scenarios, but make sure you aren’t cutting back too much.
Don’t Over-Rely on Click Fraud
A lot of businesses invest in click fraud software, but in reality it can cause problems by blocking potential customers. As Google continues to evolve, their ability to prevent this kind of fraud has improved, so click fraud is a lot less insidious of a problem than it used to be.
If you do invest in click fraud software, adjust the settings to ensure that it’s serving your interests. Since a single IP address may be affiliated with tens or even hundreds of thousands of users, you don’t want to miss out on any of them!
Don’t Fear Broad Match
While exact match is what all marketers want, it’s also incredibly useful to use broad match. If you’re relying on hyper-specific keywords at all times, you may be missing out on the benefits broad match can provide.
In order to grow, you have to reach more people. By running broad match or dynamic search ads, you can gather useful data that will support future campaigns and connect you with wider audiences.
Using a combination of broad and exact is a great way to go!
Don’t Cut off Campaigns Prematurely
If you aren’t instantly getting conversions or you notice that a campaign isn’t doing as well in one specific location as it is in others, your impulse is likely to cut your losses and discontinue the campaign.
But when you shut off a campaign completely, you risk missing out on important new audiences. As an alternative, try reducing your bid by around 30 percent. This will often pay off by keeping you in touch with possible audiences. If, after cutting back, the campaign still doesn’t deliver, you can shut it off in the future.
If you can stay away from these PPC “don’ts,” you’ll avoid over-limiting your campaign and losing out on important audiences.
To learn about more ways to improve your PPC efforts, book a free consultation or call us at 1.888.533.4886.