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Challenge These Common Issues With PPC Ads Using These Tactics

Chelsey Fox

2 years ago



A well-built PPC campaign brings in additional revenue for your clients. It allows small- and medium-sized businesses to compete against the big guys for less money than a traditional advertising campaign. You know your clients want and need their PPC ads to succeed. They expect this, so they’re paying you.

Yet, getting your PPC ads to perform how you need them to is often easier said than done. Are you having trouble? You’re not alone. Several issues with PPC ads are pretty common. Just because other agencies struggle may not make you feel better, though. Your clients still expect something you’re struggling to deliver. That’s the bad news. The good news is that you don’t need to figure the solution out alone.

Your Agency Needs Help

With years of experience especially starting up our agency years back, we’re here to help you tackle challenges quicker and easier than you ever thought possible.

The 3 Most Common Issues With PPC Ads

Instead of bogging you down with every possible thing that could trip you up, we’re going to focus today on the three most common issues with PPC ads and give you insight on how to fix them. Soon, you’ll be well on your way to a successful and, perhaps, more importantly, profitable PPC ads campaign!

1. You’re Not Getting Enough Impression Share (IS)

Impression Share is the percentage of total impressions your ad receives compared to the total number of impressions it is eligible to receive.

what is impression share

There are several reasons why your IS may be lower than you’d like for it to be. Some are:

Low keyword bids: You are bidding too low on keywords in auctions, and your competition is easily outbidding you.

Budget restrictions: Your set maximum budget limit is low.

Poor Ad Rank: Your ads are probably less likely to appear near the top of search engine results pages (SERPs) because of the other two.

How to Increase Your Ad Rank and Quality Score on Google Ads and Microsoft Advertising

When improving your PPC ads, you must realize that impressions are the first stage of the life cycle. If your ads aren’t getting enough impressions, it’s a poor start.

Your PPC ads are unlikely to yield many conversions if they’re not getting in front of audiences. The solution is to make sure they are seen from now on! The best thing to do is to adjust your budget to the maximum limit. You’ll struggle to make waves among the competitors with a low budget.

Remember, the client only pays if the ad is clicked on, so you’re not wasting money by bidding higher to ensure your PPC ads are seen more.

2. Low Click Through Rate (CTR)

Perhaps instead, your problem is that people are seeing your ads but not clicking on them. This results in a low Click Through Rate.

Mathematically, CTR can be expressed using the following formula:

ctr formula

After impressions, CTR is the biggest piece of the lead generation puzzle. A high CTR is typically a good sign of relevant targeting and well-optimized ad copy.

You must find the problem if your ads generate a low CTR. It could result from low impression share, irrelevant audience targeting, or even an unfortunate side-effect of poor ad rank.

With those potential causes in mind, let’s look at some PPC optimization remedies to tackle your low CTR issue.

Low impression share: You’re struggling with two universal issues with PPC ads! Low impression share is a common cause of low CTR. A higher impression share will drive clicks and increase CTR. To boost CTR, you must overcome the low impression share issue first.

Irrelevant Audience targeting: If you bid on the wrong keywords, you’ll attract the wrong audience. That makes sense, right? Thankfully, updating your negative keyword list with search terms attracting irrelevant people can correct the issue.

The solution here is to align better your content, ads, and landing pages with more relevant keywords.

3. Too Many of Your Clicks Fail to Generate Leads

Getting lots of clicks is great, but it’s no good if those clicks are from users who never become leads. This topic is significant because it will make your clients upset. After all, they are paying for these clicks and not getting much in return. You’ll need to fix this ASAP!

Reasons it happens are because:

  • You are bombarding the same prospects with too many ads.
  • Irrelevant search queries trigger your ad.
  • Your ad copy lacks a strong call to action (CTA).
  • Your landing page is the actual problem.

Poor lead generation problems can usually trace back to something in your control. It’s not all bad news, though, because it also means the solutions are in your power! Here’s what you can do to improve lead generation:

You’re spreading yourself too thin: We don’t recommend bidding on the maximum number of low keywords. Instead, focus on the ones most related to your client’s products or services. It will make it easier for qualified leads to find your services and products.

Craft a better headline: A great headline has the power to sway your prospects. It may be time to optimize yours. It should include essential information encouraging people to click, like the keyword they searched, pricing, and exciting discounts.

Use a strong CTA: The headline isn’t the only thing that matters. Your call-to-action (CTA) is what elicits a response and inspires customers to take action. Be sure that yours say something like, “Sign up today,” “Call us now,” or “Get a free quote today.”

Compass Can fix the Most Common Issues With PPC

To succeed in PPC, it takes a lot of attention to detail, dedication, and constant monitoring. You don’t have time to do anything but focus on PPC ads, and with the right tools at your disposal, you don’t have to. Smart data-driven analytics can significantly reduce the workload provided to you by Compass by White Shark Media.

Your competition is fierce, and mistakes are not easy to forgive. Instead of running the risk of losing your client, bring in our white-labeled PPC management solution. When you begin using Compass to improve PPC sales, your agency can take advantage of a wide range of resources, from PPC audits to proposals to performance reports to case studies to a collateral library and beyond.