Why aren’t your PPC ads converting?

A successful PPC campaign demands various elements to ensure its success, be it generating more leads, boosting sales, or increasing brand visibility. In this article, we’ll focus specifically on PPC lead generation campaigns which are geared towards obtaining an individual’s email address or prompting a phone call to your business.

One of the most significant challenges in generating leads is converting website visitors. Assuming your PPC ad campaign is efficiently set up, targeting the appropriate keywords, the right regions, and featuring adverts that genuinely represent your business, you’re on the right track. Let’s imagine all these aspects are fine tuned, and you receive excellent search traffic from your chosen keywords. Still, the lion’s share of this traffic isn’t translating into PPC conversions. Don’t worry! In fact, a 1 in 4 conversion rate (25%) is considered exceptional in many sectors and situations. Before you panic that 9 out of 10 visitors don’t “convert” for your lead generation PPC campaign, remember that this is typical. Thankfully, there are tried-and-tested strategies to enhance conversion rates and optimise ROI. But first, let’s explore why your campaigns aren’t achieving conversions.

Reasons Why Your Campaigns Aren’t Converting

The following are some prevalent reasons why your PPC ads might not be achieving the desired conversions:

You’re directing traffic to your homepage rather than a specific landing page

Many businesses underestimate how cluttered and unfocused their homepage can be. It might contain numerous elements that divert an user from your primary objective: getting in touch with you. A dedicated landing page aids in decluttering, streamlining the message, and offering a direct means for users to contact your company, whether through a mobile click-to-call feature or a simple form for them to complete.

Your website isn’t mobile-friendly

This is a significant issue. Many businesses assume that most of their traffic originates from desktops or laptops. While this might be true in certain instances, for many service-oriented businesses (particularly local ones), most people search on mobile devices. It’s crucial to ensure that your website is optimised for smartphone use, ensuring it’s easy to read and navigate, the mobile click-to-call feature is functional, and the website contact form is seamlessly usable on a mobile device.

Lack of branding

Fortune 500 companies invest heavily in branding, understanding its profound impact on purchasing decisions. Similarly, hiring PPC services in Abu Dhabi could benefit those looking to enhance their online presence. A robust brand identity in PPC marketing can make converting visitors into leads or customers easier. Familiar brands inspire more trust, while lesser-known brands might face challenges from newcomers unfamiliar with their offerings.

Lack of keyword sculpting

Keyword sculpting, also known as keyword funnelling, is the method of planning and managing traffic flow in PPC ads. It’s about choosing and adjusting keywords so that people are sent to the right landing pages on a website based on what they’re looking for. The goal is to ensure the right people see the relevant ads at the correct time. Customers might not interact with your site if your campaigns don’t match ads with the right landing pages. Remember, you only have about 15 seconds to convince a user that you can help them.

Insufficient budget or low bids

Even though Google Ads tries to give you results at the best price, because so many people use paid ads, you need a substantial budget to get clicks and then turn those into sales or sign-ups. If your bid is too low, you can’t compete with others who bid more. On the other hand, if you bid high but don’t have the money to back it up, you might win the bid but can’t pay for many clicks.

How can you improve your PPC conversion?

Let’s explore some of the most effective methods to boost your PPC conversion rate.

Craft Engaging Landing Pages

For an effective landing page, it’s essential to clearly articulate your objective. Identify the specific action you want your audience to take and design a page that steers them in that direction. Avoid bombarding visitors with multiple offers on one page. Instead, set up separate landing pages for each PPC offer to maintain clarity and prevent confusion. This approach will help direct your visitors to the intended action more efficiently.

Launch Mobile-specific Ads

To pinpoint your target audience, create ads exclusively for mobile for those with high intent. Understanding that people engage with online content differently on mobile than on desktops is key. So, a lengthy 2,000-word article on mobile PPC might not resonate with mobile users. Adapt your content to align with their mobile browsing habits, ensuring your ads are optimised for the highest impact on mobile devices.

Understand Your Current PPC Conversion Rate

Regularly monitoring your conversion rate is key to assessing the effectiveness of your PPC campaigns and pinpointing areas that might benefit from tweaks. It’s vital to thoroughly review your existing conversion figures before embarking on any alterations to your approach.
Armed with precise conversion rate data, you’re better positioned to make knowledgeable decisions about refining your campaigns to meet your objectives. Hence, it’s recommended to consistently review your PPC conversion rate to ensure you’re steering towards your campaign targets.

Review and Enhance the Purchase Funnel

Take a closer look at the customer’s path from the moment they engage with the ad to the final purchase point. Identify any obstacles or challenging points within this journey and adjust accordingly, ensuring your users have a fluid and hassle-free experience.

Craft Captivating Ad Content

To truly engage your audience, your ad wording should be relevant and enticing. Begin by understanding your target audience’s requirements and concerns, then adopt language and messaging that work for them. Highlight the advantages of your product or service, and explain how it addresses their distinct challenges. This approach helps in crafting ad content that genuinely resonates with your audience, fostering genuine interaction.

Invest in Remarketing

Remarketing is a top-tier method to fully harness your PPC campaigns’ potential and bolster your PPC conversion rate. This strategy involves presenting ads afresh to individuals who’ve previously interacted with your brand but didn’t buy. Recapturing their attention using this approach might just be the nudge they need to complete a purchase. Given their earlier affinity for your brand or product, reigniting their interest can be easier than anticipated.

Remarketing is a cart abandonment strategy. It’s a known fact that many visitors leave their shopping baskets midway without completing a purchase. But all is not lost. With tools and techniques often employed by specialists in PPC management in Abu Dhabi, you can track these potential customers and the items they show interest in. Using this data, you can craft unique offers for them. Be it tempting deals or a simple reminder, you stand a high chance of recovering a sale that slipped away.

It’s a truth that most PPC ads yield conversion rates of 10% or less, though there are exceptions on either side. It’s understandable, as not every visitor is ready to engage with your services at that particular moment, and various website-specific issues could also influence this, as highlighted previously.

Nevertheless, this shouldn’t be a reason to accept low conversion rates. Whether it’s you or a PPC agency, there should always be a proactive approach towards enhancing conversion rates. This could be through refined campaign tweaks, a more effective landing page, or a superior offer. It’s vital to understand that both your ad conversion rate and your landing page conversion rate need meticulous scrutiny, as they are interconnected.
Optimising your landing page is essential, and ensuring your ad copy aligns with it is equally crucial. Furthermore, it’s imperative to elevate our Quality Score, enabling you to allocate your budget more effectively. Collectively, these efforts should align to help you achieve the most effective PPC campaign attainable.