3 Things To Do When Your PPC Campaign Isn’t Performing

December 26, 2018

PPC (or pay per click) is a really powerful marketing tool for your business. Done properly, it can increase your conversion rate by 50%, give you 65% more clicks than organic results, and display your products, services or company to a much wider range of customers than almost any other form of marketing.

So why isn’t yours giving you those amazing results?

Well, it could be a number of reasons – but the good news is you can probably find out what isn’t working and fix it. PPC isn’t a slot machine where you pump money in and hope to get lucky. There is a lot of logic behind it, and with just a little effort, you can turn around even the worst performing PPC advert. Today, we wanted to share with you the 3 most common reasons your PPC campaign might not be performing, and what you can do to fix it.


Use Video In The Ads

If you’re in a high-competition field, it can be difficult to make your ads stand out from the crowd. This can lead to you spending a lot of money getting your campaign to be shown, and fighting against other big budgets. This goes for Facebook ads as well as the traditional Google PPC ads as well. One of the ways you can stand out from the crowd is to use video.

Videos are still being heavily promoted by Google and social media, since they are proving to be more effective and popular than traditional text adverts. So to make the most of your ad, you should be implementing video at every opportunity. Specifically, you should be using a bespoke video – something specifically filmed for that ad, with keywords that are weaved in not just to the video, but into the text ad, metadata and the landing page the ad leads to. That landing page should also feature the video, to really drive the messaging home.


Set Up Highly Converting Website Landing Pages 

That does lead us nicely onto our next point – your landing pages. These are often the Achilles heel of Google PPC campaigns, and where most of them fall down. When you create a PPC campaign, you will be asked to give a URL to a web page. This is where anyone who clicks on your ad will be taken. But too many people just send these clicks to their website home page, or a contact page, and this will lead to lost sales.

To really see PPC success, you need to create laser focussed landing pages – one for each of your campaigns. These pages should be highly targeted, with a specific focus and outcome in mind. You’ll need to focus on the product or service you’re promoting, it’s USP’s and the drivers behind why your customers would buy it. Having your ad video placed on the page is good too, since it will encourage users to watch again and reinforce the message. The content on your page should match the video ad, and include a clear call to action. This might sound simple, but it’s the single most common mistakes that people make when setting up PPC ads.

Test, Test And Test Again

Another big mistake you can make is leaving your campaign to run its course. It’s very tempting to just hit ‘go’ and wait to see the results, but the truth is that you will get much better results if you stay involved in the process. Because no one gets it right the first time, and the algorithms are always changing. As are your goals and your target audience. So something that worked great last week, might not work as well this week. The answer? Keep testing your ads. Use the A/B testing functionality to make changes and see which options are more effective, and optimise future ads with this in mind. This helps you understand your target audience and develop PPC campaigns that hit the mark every time. It will increase your click-throughs and your conversions, and generally make your campaigns more successful.

At Ginger Video, we love creating engaging video marketing that delivers measurable results for you. And that includes video ads for PPC campaigns. In fact, our new paid video ads service does exactly that. We work with you to create short, tailored videos for your PPC campaigns with Google and with Facebook, helping you put video at the heart of your campaign and see the results. We also help you create bespoke, laser targeted landing pages and monitor the progress of your campaigns, constantly tweaking and changing things to get better results for you. If you would like to find out more about our paid video ads service, all you have to do is get in touch with us today.

Written by Neil Ginger

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