“Perfect execution on poor strategy will not result in good ROI.” — Tom Bukevicius.
You are all geared up for your “end-of-season sale” event. You have set up your PPC campaigns and begun executing PPC advertisements. You are receiving significant traffic to your landing page. That’s amazing!
But then comes the shocking moment of truth! After a few weeks, you notice all your PPC ads are receiving significant traffic, but you are unable to make any sales.
So what’s the issue?
It can be incredibly demotivating to see substantial traffic coming to your ads, money getting deducted from your account, but no sales happening! The issue is with the PPC advertising efforts. And there can be several factors affecting a PPC campaign.
There is some roadblock in the user journey that’s repelling/prohibiting your customers from buying your products. This blog will discuss how to diagnose a problem with a PPC campaign and find an accurate solution to it.
Thankfully with experienced PPC management services, you can plan and execute a successful campaign.
Defining The User Journey In A Ppc Advertisement
In a PPC advertisement, a customer goes through several journeys and phases before purchasing a product. Typically, a PPC marketing journey includes:
- Presenting an advertisement to the target audience
- The target audience clicking on the ad
- Traffic ending up on a landing page and navigating through your site/product page
- Adding products to the cart
- Making the payment to complete the purchase
Problems arising in any of the stages can lead to low sales volume and cart abandonment. A reputed PPC and SEO marketing service agency can guide you to solve these concerns and get maximum sales.
Why Ecommerce PPC Ads Fail: 4 Primary Reasons
Not serving your ads to enough people
The first and foremost reason why PPC campaigns fail is not serving your ads to enough people. To achieve a good number of Impressions, you’ll need to fire your PPC campaigns to the correct amount of audience.
Remember, you will need to achieve the correct number of impressions without sacrificing the quality by avoiding irrelevant traffic.
Here are two ways suggested by almost every best social media marketing company to solve this issue:
- Widen your ad’s audience targeting: Identify a new or untapped audience segment to target. Ensure that the newly targeted audience is relevant and that the ad content and landing page are personalized for that audience.
- For example, you’re selling a muscle pain treatment to the geriatric audience. But did you know athletes and professional sportspeople can also benefit from that treatment? In fact, muscle pain has become very common among the late 20s and 30s age group due to current lifestyle choices.
- Increase bids: Go through your impression share. This depicts the number of times your ad actually appeared vs. the number of times it could have shown. By increasing your bids, you will be more likely to win greater auctions and, thus, garner more impressions.
Not focusing on CTR
If you are receiving adequate Impressions but not getting enough clicks to your landing page, then the problem is your click-through rate.
This is the number of individuals who actually clicked your ad vs. the number of people who saw your ad (impressions)
CTR = Clicks / Impressions
The CTR depends on your niche and the type of keywords you are bidding on.
Here are a few solutions your hired PPC management services can utilize to increase your CTR.
- Increase bids: When you bid aggressively, your ad appears on the top of the search pages, and you can expect higher CTR. However, in some cases, increasing only the bid might not work.
- Improve your ad copy: To improve the CTR, the first thing to consider is the quality of your ads. Is your ads’ content, especially the marketing message, tailored to the target audience? Will the copy likely resonate well with your target audience? For example, if you’re selling a healthcare product, you can’t use the same copy for non-medical individuals and medical professionals.
- Run and test your copies: Run multiple versions of your ad copies to test and learn what type of messages resonate well with your target audience. Make the product titles enticing with the correct mix of keywords.
- Review search query report to remove irrelevant audience: If you’ve reviewed your ads and your marketing content is spot on, the problem could be that your ads are showing to the wrong audience. Review your Search query reports. Irrelevant traffic attracted by your ads can bring down your CTR.
Not presenting your product correctly
Product presentation holds immense value. When the user navigates to a product page, it indicates that the particular product has piqued their interest. So what’s stopping them from adding the product to the cart? There can be two problems product presentation and pricing.
Let’s see how we can manage these two challenges.
Review the product’s presentation:
- Ensure uploading high-quality images that display your product in the best light.
- Include lifestyle images to show how your product is being used.
- Include images/tables/graphics to show the benefits and features of a product
- Ensure content has the right tone for your target audience
- Highlight all the benefits and features of your product in a descriptive but concise way.
Review product pricing:
- Is your product too expensive when compared to similar brands in the market?
- Does your product have enough reviews?
- Does your product have adequate stock?
Not giving importance to cart abandonment.
Cart abandonment is one of the major factors that can fail your PPC campaign miserably. The best social media marketing company will try to identify why your leads are rejecting your product in the final phase. Functional glitches, delivery charges, and not enough floor-up can lead to cart abandonment.
Here are three ways to address the cart abandonment challenge:
Run a test purchase: If you’re not successful in acquiring any sales, it may be worthwhile to run a test purchase. Check whether the entire process works smoothly from start to finish. Glitches during payment are alarming concerns during the purchase process.
Review delivery options: Sometimes, businesses don’t mention the delivery or shipping charges until the user reaches the cart stage. If you notice a high abandonment rate, try mentioning the charges earlier. Or, try offering free delivery by including the delivery cost in your product price.
Cart abandoner email campaign: If the user submitted their email address before abandoning the shopping cart, try sending them a personalized email reminding them to complete their purchase.
These three solutions can be adopted by your PPC and SEO marketing service agency,
According to Shopify, shipping charges are frequently voted as one of the primary reasons for cart abandonment —with an average abandonment rate of 69.8%.
PPC marketing can be a tricky affair. However, the correct marketing strategy and avoiding these mistakes can help accomplish the campaign goal. Hire experienced PPC marketing services and plan an effective marketing strategy!