Digital advertising seemed easy enough. You figured out how to set up your own Google Adwords account, and you even figured out how finally use that keyword-generating (or keyword spying) program that you purchased eons ago. And now that you’ve fit all the pieces together, you’re finding that your PPC ads aren’t converting.
Why is this?
There’s a nice handful of reasons why you’re wasting money on ads that aren’t converting, and it’s crucial that you get in front of the problems. At the very least, it’s crucial to educate yourself on these problems so that you understand what your ad account managers are trying to explain to you, regarding changes they’ll need to make.
1. Your PPC ad copy is uninviting.
There’s a few general reasons why your PPC ad copy reads in an uninviting way:
- The ad copy creates a negative buying experience.
- Your ad copy doesn’t provide enough captivating information.
- It contains major grammar issues.
Let’s explore each of these.
Digital marketers often invest so much time and energy into learning the technical aspects of the industry, they forget that at the end of the day, they’re advertising (and competing for website clicks) in order to convert prospects into sales conversions!
That’s right! No matter what type of industry you’re currently working within, if you’re generating leads or sales prospects online, then you’ve also got a toe dipped into the sales industry.
And this means that your PPC ad copy needs to create a positive buying/conversion environment. This also means that if you’re using a lot of negative language, or if you’re flat-out informing potential site visitors of what your entity doesn’t offer (or intend to offer), then you’re not creating the type of mental or emotional response that’s going to lead to clicks on your ad.
That leads to the next point-your ad needs to give potential site visitors a reason to click on your ad, instead of the others. Remember, your ad doesn’t exist in a vacuum-your ad is competing with two-three others. Not only this, but the other ads might appear (rank) above yours, and this means that your ad isn’t the first to leave an impression in the reader’s minds.
The build it and they will come mentality doesn’t bring traffic to websites, and the mentality never converts click rates. Your potential site visitors are anxious for a reason to click your ad-after all, they found your ad because they entered specific keywords into Google’s search bar.
Reward your potential visitor’s query by answering questions and concerns in the body of your ad. Give them a reason to choose yours! And for goodness sakes! Make sure to check your copy for obvious spelling and grammar errors. Would you trust your business to an entity who couldn’t polish their ad copy?
2. Your bid on competing keywords is a disaster!
There’s a right and a wrong way to bid on competitor’s keywords. It’s right to use your competition’s keywords in your ad copy when you’re actually selling the same product or service. This strategy turns into a disaster when you use competitor keywords for products or services that you don’t offer.
Again, site visitors are searching for specific products or information. How do you think they’ll feel when they’re led to your ad based upon a keyword? How about when they realize that they’ve wasted their time?
Or worse, how do you think that they’ll perceive your brand? Especially when they realizd that you’ve used bait-and-switch tactics in order to get them to click your ad?
Ask yourself this:
Did you know that you (or your marketing team) are continually making these mistakes?
And if you’re making these two major mistakes, then think about all of the other mistakes you’re making that you’re not even aware of? Here’s the good news:
Experienced account managers can course-correct your mistakes while making sure that your campaigns stay on the right path. If you’re ready to experience the road to conversions, then give one of our account managers a call.