PPC isn’t easy, that’s for sure. At the same time, there are some simple things you could be doing to make sure your campaigns are working. In this video, what I’m going to break down is the five reasons, the five main reasons I’ve seen in my experience that PPC campaigns fail and businesses abandoned PPC as an idea and think, “Oh my God, this doesn’t work. It’s terrible. I’m going to quit Google Ads because it doesn’t work.” When in actual fact, that PPC campaign just need a couple of changes and all of a sudden the profits will start rolling in. Let’s get into it.
Hey, guys. Darren Taylor of the bigmarketer.co.uk. My job is to teach you all about search engine marketing. If that’s up your street, you should consider subscribing to my channel. Today, we’re looking at the five main reasons PPC campaigns fail, why people become frustrated with PPC as a channel reading all the things they read about Google being greedy and how AdWords doesn’t work on some of these small business forums. In actual fact, all it is a couple of tweaks. I’m going to share, the five main reasons I’ve seen in my experience why PPC campaigns fall flat on their face.
The first reason I see PPC campaigns fail time and time again is too many keywords. I’ve seen PPC campaigns for a very specific service. It might be up for a plumber, it might be for some who’s not in trades, it might be for someone in a professional service like an accountant, for example. There’s thousands and thousands and thousands of keywords in their account, a lot of them are low search volumes, so they’re never going to serve ads anyway. It makes account management really annoying in actual fact because there’s too many keywords, too much data and a lot of them won’t serve.
In actual fact, what needs to happen is that the campaign is focused down a niche down and it’s really, really targeted. Because otherwise, you get a lot of rubbish keywords in there that don’t generate anything for your business, and all of a sudden, you’re going to realize that your traffic quality is really poor.
Don’t forget, Google knows what you’re talking about. They do a lot of things around the area of matching keywords and search terms around close variants. Even if you have a keyword and they’re two very similar keywords, Google will potentially understand what you’re trying to do and what you’re trying to achieve and match a search to those keywords anyway.
In that respect, you don’t necessarily need a list of thousands of keywords for a simple product or service. Now, of course, if you have a massive product portfolio and a ton of services, then of course your AdWords account might be massive and you might need to have all those keywords in there. Generally speaking, that’s not the case, so make sure you keep your keywords to a minimum and think less is more, which leads up to my next point.
Time and time again, I see PPC accounts that don’t have negative keywords in them. Now, you might think the match types of your keywords will be enough to make sure your traffic quality stays good and stays positive. In actual fact, you must make sure you have negative keywords in your campaign. I’ve seen so many accounts where the negative keyword list is kept to a very small minimum.
They’re not negative keywords added every day in terms of looking for the traffic and looking at the search terms report and making sure that you’re really focusing your traffic quality and improving it day after day. Especially in the early days of a campaign where you haven’t got the data to back up what your search terms are going to be.
You really need to make sure you nail down that search terms report and add negative keywords in to improve the quality of your traffic. You look for that search term report and you see something in there that doesn’t make sense to your business or service you don’t provide, something that doesn’t even actually make sense generally speaking. All the kinds of things you see in a search term report can be crazy sometimes. Anything in there that doesn’t make sense, then remove it from your searches by adding it as a negative keyword. Therefore, improving the quality of your traffic.
Another issue I often see when I look at Google Ad accounts is the lack of using the full repertoire of ad extensions. An ad extension allows you to show extra information to the user who’s searching for your products. These can be things like a bullet-pointed list, call-out extensions. It could be a list of services provided in a structured snippet. It could be your location. There are so many different things you can show your users within your business that can really help them choose your ad over your competitors, and a lot of people just aren’t bothered to do it.
Are you more competitive on price than all of your competitors? Good. Put that in a call-out extension, make sure everybody knows it when they look at the Google search results page. Do you provide more services than your competitors? Fantastic. Then definitely, put that in your structured snippets. Are you cheaper than your competitors? If you are, good. Put that information in your call-out extensions. Make sure people know that you’re the cheapest when they hit the search results page searching for your services.
Maybe you provide more services than your competitors, fantastic. Put that list of services in your structured snippet extensions. Maybe your location is more convenient, make sure you’ve got your location extensions enabled as well. All of these things are really going to help you get better on the search results page. If people pick you over your competitors, you’re going to benefit not just from a sales point of view, but if we look at the Google Ads system itself, your clickthrough rate will determine a lot of the cost of your traffic because of the quality score of your keywords. Another tactic that can really help you get more from your campaigns.
Another issue I always see is people not taking advantage of Google’s new recent changes to how ads work within Google Ads. By that, I mean the additional headline and the double description where they can actually optimize your description for you. These two things make a huge difference to your ads.
Another thing I’ve seen on Google Ads really recently because of changes Google have made as to how ads are written are people not using the third headline or using two descriptions for Google to A/B test what they’re doing. Whenever you go to Google Ads, you can actually write three headlines. It used to be two headlines, now you can write three headlines. Quite a recent change, yes, but if you’re doing Google Ads, you’ve got to stay up to date with changes and make sure you get the latest news to know what’s going on. As a result of that, you’d be there against your competitors and you’ll be beating them on the search results page.
Don’t be one of those advertisers who only has two headlines. Make sure you take advantage. Write three headlines, you’ll get three headlines showing on the search results page, and guess what? You take up more real estate, you get a better share of the clicks, and you can also brag about your business more as well in addition to that. Make sure you’re not doing the two headlines and you’re using all three headlines.
Finally, the reason I see people fail time and time again the most on Google Ads is a terrible, terrible landing page. You can do all the optimization in the world that you like, you can optimize your bids to the nth degree, but if your landing page sucks, you’re not going to get the conversions you need. In fact, if you haven’t even done an audit of your landing page to really understand how to convert and if it’s ready to even take traffic to get conversations, then you’re missing a massive trick and you’re wasting your money.
In fact, I’ve even done a video on this in the past. I literally do a full conversion rate optimization walkthrough on a website, so from the start to finish, you’ll see what the website looked like. With a few small changes, you can see that the website is much more geared up for conversations by the end of the video. Again, I know the biggest barrier for businesses to make changes to their website is cost. A lot of businesses need a brand new website but can’t afford one, or maybe don’t necessarily see the value in getting a new website, which is wrong by the way, and a discussion for a whole other video.
Essentially, if you make small changes, make them cost-effective and make them highly-specific via web designer, then you could definitely make an impact on your conversions and your landing page will suck a lot less. Again, I’ve linked up that video where I’ve done the full walkthrough in the description below, so be sure to check that out if you haven’t done a conversion rate optimization walkthrough of your website.
That completes the list. Now, hopefully you guys know now the things to avoid when setting up Google Ad campaigns. In addition to that, the things you need to do more of to get the best results for your business. Thank you guys so much for watching. If you like this video, please leave a like below. Let me know in the comments what part of Google Ads you’re struggling with the most. I’ll be more than happy to comment back within the comments and give you my experience, and hopefully, the best course of action for your business. More important than that, don’t forget to subscribe. Hit the notification bell. I’ll see you on my next video.