8 Reasons your PPC Campaigns are Costing More Than They Should

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8 Reasons your PPC Campaigns are Costing More Than They Should 1

Here’s what you’ll learn:

  • Why is it Important to Optimise PPC Campaigns?
  • Are you Using Negative Keywords?
  • Are you Targeting the Right People?
  • Are you Using Ad Extensions?
Approximate reading time: 6 minutes

PPC (Pay Per Click) campaigns are a great way to get your message in front of potential customers, but they can also be expensive.

If you are not careful, you can end up spending more money than you need to on your PPC campaigns.​

Have you been wondering why your PPC campaigns are costing more than they used to or should? There are a number of potential reasons for this. In this blog post, we will go over 8 reasons why your PPC campaigns are costing more than they should, and what you can do to fix them.

Why is it Important to Optimise PPC Campaigns?

PPC campaigns can be a great way to generate leads and sales for your business. However, if they are not properly managed, they can end up costing you more money than they bring in. That’s why it’s important to regularly review and optimise your PPC campaigns to ensure that they are as effective as possible.

1. Not Using Negative Keywords

Negative keywords help you filter out unqualified clicks that are costing you money. Make sure you’re using negative keywords to avoid paying for clicks that are not going to lead to conversions. Negative keywords allow you to exclude certain terms from your campaigns, ensuring that your ads only show to people who are actually interested in what you’re selling.

How Can This be Fixed?

Make sure to add negative keywords to your campaign. You can use the Keyword Planner tool, within Google Ads, to find relevant negative keywords. Adding negative keywords on a regular basis will ensure the search terms coming through are as relevant as possible.

2. Quality Score is Too Low

Your quality score is a measure of how relevant your ad is to the keyword you’re bidding on. The quality score is made up of expected click-through rate (CTR), ad relevance and the landing page experience. A low quality score can make your PPC campaigns more expensive. The higher your quality score, the less you’ll pay per click. If your quality score is low, you are likely paying more than you need to for each click.

How Can This be Fixed?

There are a number of things you can do to improve your quality score, including:

– Optimising your ad copy, ensuring it is as relevant as possible,

– Using relevant keywords in your ad,

– Landing on a relevant page.

3. Not Targeting the Right People

One of the biggest reasons your PPC campaigns may be costing more than they should is because you are not targeting the right people. If you’re not targeting people who are interested in what you’re selling, then you’re wasting your money. Make sure you target your ads to people who are likely to be interested in what you’re selling.

How Can This be Fixed?

There are a number of ways to better target your ads, including:

– Targeting by location,

– Targeting by interests,

– Targeting by demographics.

4. Bidding Too Low

Another reason PPC campaigns can be costly is if you’re bidding too low, this could mean that you’re likely not getting enough exposure for your ads. Bidding too low can also result in a low quality score, which will cost you more per click.

How Can This be Fixed?

Make sure you’re bidding enough to get your ad seen by your target audience. Do some research on what a reasonable bid for your keywords would be. You can use Google’s Keyword Planner tool to get an idea of what people are paying for each keyword.

5. Not Optimising Your Campaigns

If you’re not constantly optimising your campaigns, you’re likely leaving money on the table. PPC is a dynamic and ever-changing platform, and you need to be constantly tweaking your campaigns to ensure you’re maximising your return on investment (ROI).

How Can This be Fixed?

Make sure you’re constantly monitoring your PPC campaigns and making changes as needed. This includes adding negative keywords, changing bids, and modifying ad copy. Feel free to come back to this blog post to remind you of all the points you should be focusing on to optimise.

6. Targeting the Wrong Location

If you’re targeting the wrong location, you’re likely paying for clicks from people who will never convert. Make sure you’re targeting the right location in your PPC campaigns.

How Can This be Fixed?

Make sure you’re only targeting the locations where your customers are located. You can use Google’s Keyword Planner tool to find relevant keywords for your location. There are a number of ways to target the right location, including:

– Targeting by city,

– Targeting by state,

– Targeting by country.

7. Not Using Ad Extensions

Ad extensions can help improve your CTR and lower your costs. Make sure you’re using relevant ad extensions to give users more information about your offering and services, in turn this will improve your chances of getting clicked.

How Can This be Fixed?

Ensure that you have ad extensions implemented to your campaigns. There are a number of ad extensions you can use, including:

– Callouts,

– Sitelinks,

– Location Extensions.

8. Not Picking the Right Keywords

One of the most common mistakes businesses make when it comes to their PPC campaigns is not picking the right keywords. If you’re targeting keywords that are too broad, you’ll end up paying a lot more for each click since you’ll be competing with a larger pool of advertisers. Likewise, if you’re targeting keywords that are too specific, you’ll likely get fewer clicks since there won’t be as many people searching for those terms.

How Can This be Fixed?

To ensure you’re picking the right keywords for your PPC campaigns, start by brainstorming a list of potential terms that are relevant to your business. Once you have a good list of potential keywords, you can use a tool like Google’s Keyword Planner to see how often each keyword is being searched for and how much competition there is for that keyword.

Conclusion

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