While running your business, you must be aware of how crucial it is to maintain a visible online presence. This can help you not only in growing your business, but this internet advertising model can ensure the booming success of your business. Pay Per Click (PPC) Advertising is a good way of promotion and to generate or increase your website traffic. But at the same time, you have to be aware of the downfalls of PPC advertising.
Here we have listed a few common problems with PPC ads.
1. Increasing Expenditure
In comparison to email marketing or an online marketing campaign, PPC advertising is relatively expensive. Sometimes, you may see that an increasing number of people may click on the ads, but often they will exit your website within a very short period of time, sometimes almost instantly. So, on one hand, you are actually not expanding your user or consumer base, but on the other hand, you are paying heavily per click. Moreover, learning the ins and outs of PPC is not an easy task.You may have to look for the services of other companies;for example, you may have to pay for digital marketing services in Delhi, or elsewhere. It is advisable to take professional services as they can easily handle all of your PPC campaigns effectively.
Many times, people do not trust PPC advertisements, since the internet is swarming with misleading links and scams.People often find it difficult to believe that PPC ads are legitimate. They might not click on your advertisements out of fear of it being unreliable or just another misleading source. They would rather prefer to go to websites and blogs through the search engine results. This, however, does not mean that you should entirely stop considering PPC ads as a tool to promote your business.
3. The Quality of the Landing Page
Sometimes, the problem is the landing page itself.For instance, if your website is not mobile-optimised or it takes too long to load, then users will exit rather than waiting for it to load. Even if people click on your PPC ads but instantly dislike your landing page, they will exit immediately. This is harmful because your site will receive a high bounce rate, yet you will have to pay for each click. To avoid this problem, you need to make sure that your landing page is user-friendly, optimised for both desktop and mobile devices and is pleasing for a new customer.
4. Timing the PPC Ads
You have to keep in mind that it is a good strategy to time your PPC ads. If your ad is running all through the day, then it is of no use to you. This way, you will waste money while yielding minimum results. In order to avoid this, you have to mark the optimum time to display your ads. You might even identify certain times for different locations when your ads can run the most effectively.
5. Competitive Keywords
While using short-tail and long-tail keywords, you might have a slight advantage in short-tail keywords. This is because such keywords are very competitive and moreover these are vague;their ambiguity might not bode well for your PPC ad campaign. However, if you efficiently use long-tail keywords it will be of greater assistance as such type of keywords identify and target a specific issue that a searcher might be looking for.
6. Ad Optimisation
Larry Kim found, “In 2013, 53% of small business advertisers did ad optimization only once per quarter.” This is indeed a major problem. If you do not have the time to regularly optimise your PPC ads, then it is basically money down the drain. Optimisation is the key in the absence of which your quality score will witness a sharp decline. Your marketing strategy has to be up to date and you have to keep it constantly updated; otherwise, you will see no improvement in your overall growth rate.
7. Researching Your Audience
It is not surprising that many business owners put in the bare minimum effort in doing their research before setting their PPC ads campaign. If you are one among them, you might as well bid goodbye to your hopes of web traffic. It is immensely important to identify your target demographic, research well about their preferences and the trends of what they search online (that is their online habits). You have to be well-versed with each individual aspect of your target audience. If you do your research properly, only then will your PPC ads provide you with some concrete results.
This a comprehensive guide to major problems you may come across while developing or operating your PPC ad campaign. But it is important to keep an open mind in the face of these issues for you have to understand that PPC ads can be an effective tool to expand your business enterprise. Now that we have pointed out these common challenges, you need to dive into your PPC ads marketing strategy and optimise it according to the difficulties you encounter. So, if you are starting or operating your PPC ads or if you are interested in hiring a ppc agency India to run advertisements you should be aware of the common problems associated with PPC ads.And it is certain that if you are successful in overcoming these hitches, it is a sure-shot way to a successful PPC marketing strategy.