There are many factors that can cause a PPC campaign to fail.
Some of them are completely out of your control – but there are several that you can fix today.
While these reasons could range from poor ad copy to keywords that are too broad, we are going to focus on three specific elements of failing AdWords campaigns.
1) Improper Campaign Management
This may be the most common reason for PPC campaign failure.
Advertisers that are unable or unwilling to dedicate the time to properly manage their campaigns can expect mediocre or even disastrous results. PPC campaigns cannot be placed on the back burner if you expect to achieve your goals.
2) Weak Profit Margin
Conversion rates or profit margins that are too low will eventually kill your ability to afford the costs associated with your campaigns.
Your profit margin needs to be large enough to not only make up for the cost of acquiring a customer, but also the visitors that didn’t convert.
3) No Tracking
If you are neglecting to track your ads you can expect your campaigns to fail.
Without tracking, you will not be able to distinguish between the campaigns that are producing results from those that are not. This means that it will be nearly impossible to optimize your ads and marketing spend to cut down on wasted budget.
There are other factors that can influence the success of your PPC campaigns such as product relevance, complex sales processes and high bid prices. While these issues may require an alternate means of advertising, you can take steps to modify the mistakes above and enhance your AdWords results.