Why Your PPC Ads Aren't Converting: Top 4 Pitfalls That Hinder Your PPC Conversion Rates

Pay-per-click (PPC) is simple, right? It is just an ad campaign that you post on a platform and pay as customers click on the ad. But you will surely get a return on your investment as many people will click on your ad, and you will surely make new customers, right?

The reality is that this rarely happens. While most business owners may think that PPCs are easy solutions to getting more customers and traffic to their page, they fail to realize that PPCs are an entirely different beast.

You can set a budget and create ad copy that, according to you is great and still does not end up with the desired results. While it is true that very few people who click on your ads convert to being your customers, it is also true that you might just be doing something wrong. Following are four pitfalls that might hinder your PPC conversion rates.

1. Enhance Your Landing Page

The landing page is the first thing your clients see after clicking on the ad so it should be catchy and alluring, right? Yes, but sadly, most people overlook this. Their landing pages are either too cluttered, don’t match the messaging of the ad, or some websites don’t even have a landing page; they link to their homepage, which just doesn’t quite ‘land.’

Having a separate landing page optimized to do what you want it to do – contact you – helps keep customers on for longer than 15 seconds on your page and hopefully convert them into your customers.

2. Make Sure Your Website is mobile-friendly

This is another major pitfall that many fall into. Nowadays, people prefer to work on the go, which makes mobile a more accessible option. Still, many companies just assume that their audience will be using personal computers or laptops to access their websites, so they don’t work on making their landing pages or even entire websites mobile-friendly.

You can use a tool on Google that can tell you how mobile-friendly your website is and then adjust it accordingly. You can try to include and ensure that the click-to-call option is working, the form appears properly on the phone screen, and the website is easy to read and navigate.

3. Optimize Your Ad Copy for Maximum Click Rates

When writing Ad Copy for your PPC campaigns, remember that it should be catchy and convincing. Remember that people are drawn more towards the ‘why’ than the ‘what.’ When posting your ad campaigns, use correct call-to-actions like “Shop Now!”, “Sign up here!” etc. With a good ad copy, you will have good click rates, which will hopefully result in good conversion rates – If you have a good landing page.

4. Turning Negative Keywords into A Positive for Your PPC Campaign

If you have been researching PPC, you might know that keywords are a very important part of a successful PPC campaign. Hence, I assume you know about keyword research. Let's look deeper into this and discuss why using negative keywords is important.

Some keywords don’t cost much, but these will also not bring much traffic to your website. Expensive keywords are usually the ones that have resulted in higher click rates therefore, it is smart to put the low-performing keywords in the negative keyword list to save some budget and have more money to invest in the words that count.

Conclusion

Usually, a 1 out of 4 PPC conversion rate is quite good. It is the sad reality that many of these clicks won't turn into actual customers but if you integrate the above in your PPC Campaigns, then you may see some better results. Remember that in PPC, there is no one size fits all, and there is no one right strategy so keep testing things and tweaking them until they work for you. There are more than the four ways given above to improve your PPC.

If you want to learn more, then follow Ayaz Ali Messam . He is an experienced professional in the field of Search Online Reputation Management, Social Media Marketing, Search Engine Optimization & Google Ads.

With over 15 years of experience in digital marketing, Ayaz is a skilled Brand Builder, Organic Growth Hacker, Google ads Conversion Optimization, Digital Marketing Speaker, Organic Leads Generation, Brand Management, Creative Strategist, and Personal Branding Consultant.