Few things are more frustrating than spending a small fortune on a PPC campaign only to have it sputter and die. If this is happening to you, don’t panic or overreact. Often, there are steps you can take to turn the campaign around and start seeing a better return on your investment. Read on to learn about real-life campaigns that came back from the brink—and the specific steps that revived them.
Tonya Davis is a marketing professional at ThoughtLab, a full-service Salt Lake City, Utah based web design and digital experience agency.
I did have a failing PPC campaign. It rarely had any ad impressions even though the keywords had good search volume. There were about 5 or so different ad groups set up, and they all housed around 10 search terms. They maybe averaged around 3 or 4 impressions a day. With some troubleshooting, we were able to find a few reasons as to why our ads were not showing.
The first issue was that we had conflicting search terms in different ad groups. The search terms were not exactly the same, but due to the broad match modifier keyword type, both keywords could be triggered on the same types of searches. Google won’t know which ad to show when this happens, so they just won’t show any. By adding some negative keywords to each ad group, we were able to eliminate any issues with both ads being eligible to run for the same types of searches.
The second issue was the bid strategy that was set up. It was on a “optimize for conversions” strategy. Normally this would be fine, but Google does need to have some previous conversion data before they can start running the campaign for you. If you don’t have the data, Google won’t know when the best times are to run your ads. So changing the bidding strategy to manual bidding allows us to gather some conversion data before we switch it over to an automated bidding strategy.
With both of these fixes in place, we were able to see our ad impressions really start to pick up, which finally started leading us to some conversions. Once we had a fair amount of conversion data, we switched over to an automated bidding strategy, which helped to improve our conversion rate.
This is a crowdsourced article. Contributors are not necessarily affiliated with this website and their statements do not necessarily reflect the opinion of this website, other people, businesses, or other contributors.