Top 5 Pay-Per-Click (PPC) Issues & Solutions Affecting Ad Campaigns Performance

    Top 5 PPC Issues & Solutions

    Companies can improve their impressions, clicks, lead generation, and conversion rates from their PPC Ad Campaigns by creating audience personas.

    To overcome Pay-Per-Click (PPC) issues takes a lot of hard work and constant monitoring. While the workload can be reduced with intelligent data-driven analytics, companies must remember that competition is severe, and mistakes are not overlooked. It’s time to find out about the significant challenges of ad campaign performance. Here are the top 5 PPC issues that hamper ad campaign performance and solutions-

    Lost Impression Share

    One of the common pay-per-click or PPC issues many companies experience during ad campaign performance is lost impression share (Lost IS).

    Lost IS can happen because of the low keywords bidding in the ad campaign auctions, which means the competitor companies can easily outbid the company’s keywords.

    Another reason for lost impressions share is the budget restrictions. When a company sets a meager price as its maximum budget, it affects the PPC ad campaigns performance. Poor ad rank makes the company’s ads less likely to appear near the top of search engine results pages (SERPs). Any of the above disturbances created in the ad campaigns prevents companies from earning expected impressions.

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    Solution

    To overcome these PPC issues, companies must remember that impressions are the first stage of the PPC life cycle. Thus, less impressions are an indication of a poor beginning which means the issues must be resolved asap. Companies must adjust their budget to the maximum limit as the low budget waves off the ad campaign among the competitors. This doesn’t mean companies bid high because this could unnecessarily drain the finances rapidly. Therefore, companies must balance out their PPC budget is higher but affordable.

    Another way to increase impression share is by focusing heavily on Exact Match Type Keywords in the Pay-Per-Click will enhance ad campaign performance by attracting qualified users. Therefore, companies must strategize their ad goals for a mix of other match types and must avoid the broad match types as possible to spread brand awareness and generate more clicks. A good solution to boost impressions is bidding on target impression share, which might make the ad appear in one of the several possible placements. This placement target can help choose the ad placement to appear on platforms.

    Lower CTR

    The lower click-through rate is the reason behind many failed ad campaigns. Therefore, companies must optimize their PPC strategies as Click-through rates influence the lead generation process. The lower CTR could be because of the lost impression share, as it directly affects the traffic on the website and CTR.

    Another reason for this lower CTR impacting PPC ad campaign performance could be the irrelevant audience targeting. Many companies make the mistake of bidding on the wrong keywords that attract the wrong audience.

    Solutions

    Companies must endeavor to draft ad copy text that is engaging and relevant for users, giving higher-quality scores, increasing PPC ads relevancy, and leading to better Ad Rank. The PPC issues can be resolved by updating negative keyword lists with search terms that attract irrelevant audiences. They can also align their content, ads, and landing pages with relevant keywords to attract more qualified leads. One way to maximize the CTR is when companies schedule their ads for peak times, when users have a greater chance to discover advertisements, giving a better chance to companies to analyze impressions and click data in the Ads campaign dashboard.

    Brand Keywords Targeted by Competitors

    If companies do not rank on the top of their own brand keywords is a warning sign for them as it shows the lack of brand awareness in the market. Establishing a company as the go-to solution for specific keywords is very important. But sometimes, the other new brands use a similar brand name to hijack organic customers of the original brands, and get their brand into the public consciousness space in less time.

    Solution

    This brand keyword PPC issues can be solved by increasing the bid on brand keywords which will outrank the competitors. Another cheap solution is asking competitors to drop the branded terms from their keyword strategy. By preventing competitors from bidding on the brand, companies increase ad campaign performance by using exclusive keywords. This can also be a helpful strategy.

    Irrelevant Clicks

    One of the PPC issues many companies face is irrelevant leads that effectively cause companies to stay stuck at the brand awareness stage. If irrelevant search queries trigger the PPC ad, the non-targeted audience clicks on the ads. Another reason for this could be bombarding prospects with ads. Sometimes the ad copy needs a strong call to action (CTA), and the wrong targeting approach also attracts irrelevant clicks.

    Solution

    Companies must focus on the related keywords of their products and services, and using keyword research tools to target keywords will help them identify these. Companies can also boost ad campaign performance by including essential data such as brand name, target keywords, and business location in the headline. They can also have some exciting elements, such as discounts or special offers, encouraging users to click on the PPC ads. Therefore, working on the brand keywords, headlines, and CTA, makes the PPC ads more compelling.

    Lower Conversion Rate

    When the ad campaigns focus on brand awareness, the company might be satisfied with the click traffic, but irrelevant clicks are a big issue if the conversion rate is the ultimate goal. This lower conversion rate could be because of the lack of relevance of the content for the targeted audience, poor landing page experience, high bounce rate, non-optimized cross-platform landing page, bidding on low potential keywords, or non-compelling offers.

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    Solution

    Companies need to optimize their PPC ad campaigns to convert clicks into conversions by improving ad relevancy. This can be done by using keyword research tools to identify keywords for the targeted audience. Bidding on these keywords increases ad relevancy and improves the quality score. Utilizing negative keywords to sift out unqualified traffic and using time and geo-targeting options will make the PPC ads reach the active audience on time.

    Reducing bounce rates by optimizing landing pages with seamless customer journeys will help companies to bridge the gap between ad clicks and conversion rates.

    Before starting a paid advertisement, a company must determine its target audience and strategically decide its marketing approach. Therefore, the starting point should be deep research of the latest market trends, then identifying the audience’s specific needs. Then it is the turn of the messaging that can convince buyers to buy—and analysis of buyer engagement patterns for the competitors.

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