The Top 4 Reasons Your PPC Leads Aren’t Converting — And How to Fix Them

Wait—Weren’t PPC Conversions Low-Risk High Reward?

If you’ve been on the business side of the internet in any capacity in the last decade (maybe longer), you’re probably more than familiar with pay-per-click (PPC) ads.

You’ve also probably heard that they’re the holy grail of digital marketing and one of the quickest, easiest, and cheapest ways to generate leads and conversions for your business, generating $2 for every $1 spent.

But if they’re so impactful and useful, shouldn’t they be low-maintenance?

Well, yes. That statement is true.

But low maintenance doesn’t equate to no maintenance—which is a common misconception in the industry considering that 72% of advertisers spend more on social ads than PPC marketing.

So, where are you going wrong?

What’s Causing Your PPC Leads To Hit Dead Ends?

In order to understand how you can improve your PPC management, you need to get to the root of what’s causing this issue. There could be several reasons why your PPC ad management services aren’t cutting it.

Let’s get into it:

The Problem: Your Landing Page Strategy And Mobile Optimization Are Off The Mark

In the realm of PPC, it’s not just about driving clicks—it’s about what happens after the click that counts. Many companies falter in two critical aspects: landing page relevance and mobile optimization.

When it comes to landing page relevance, a surprisingly large number of businesses make the mistake of directing PPC traffic to their homepages instead of a dedicated landing page. The homepage is your digital business card, whereas a landing page is a focused sales pitch. By sending PPC visitors to your homepage, you’re diluting their attention and decreasing the likelihood of conversion.

The other pain point is mobile optimization. Many businesses still operate under the assumption that the bulk of their traffic is desktop-oriented. While this may be true in some cases, it’s a fatal mistake for most, especially for local and service-oriented industries. A poorly optimized mobile experience can make your PPC campaign a case of “right message, wrong format.

The Solution: Implement Targeted Landing Pages And Mobile Optimization

If you’re serious about getting your PPC leads to convert, it’s essential to guide them to a destination designed for that purpose—a dedicated landing page. These pages focus solely on driving conversions, be it getting users to fill out a form, make a call, or complete a purchase.

Our team at Search Berg is well-versed in designing and implementing hyper-targeted landing pages tailored to the needs of your PPC campaign. Every click on your ad is an investment, and we aim to maximize the return on it.

On the mobile front, optimizing your landing pages is non-negotiable. Mobile search is not the future; it’s the present. Ensure that your landing pages are responsive and offer easy readability. Remember, Google offers tools to test the mobile-friendliness of your pages. Use these resources to ensure you’re not missing out on a significant chunk of your potential customer base.

The Problem: Your Marketing And Sales Teams Are In Different Corners Of The Multiverse

Unlike Miles Morales, it’s not that easy to swing from one end of the multiverse to another when it comes to digital marketing.

A major reason why many PPC ads fail to generate conversions is that sales and marketing teams do not communicate with one another. They’re expected to do their end of the bargain, where marketing drives leads while sales drives conversions—and nothing more.

In theory, this works well since each team has a specialized role in creating PPC ad campaigns and strategies and then hooking customers that clickthrough with your sales strategy.

In truth, however, it’s not that simple.

The average buyer’s journey from awareness to sales is much more complex and long-winded. Customers will have questions — both for themselves and you — while 90% of them will also expect consistency regardless of medium, and they may not have a straightforward purchasing experience either.

The Solution: Choosing A Multi-Service PPC Management Agency For Your Needs

One of the biggest strategic benefits of choosing a PPC management company like Search Berg is that we value and prioritize teamwork and collaboration between all our teams. That means what our marketing team does and plans, our sales team follows up on and executes.

It’s like cogs in a well-oiled machine that ensures standard messaging and conversion goals are set and followed across all steps of the sales and marketing funnel.  This ensures that from the moment a prospect clicks on your ad to the time they make a purchase, there’s a logical and compelling narrative guiding them.

Search Berg employs a range of metrics to assess the effectiveness of our coordinated efforts. These metrics reveal how well our integrated approach is performing and where it needs fine-tuning. Through this strategy, our PPC management services helped Discount Golf Company’s purchases go up by a staggering 328.75% in a year!

Source: https://www.searchberg.com/case-studies/discount-golf/

Recommended Read: Winning PPC Trends of 2023 You Need to Know

The Problem: Your Data Is Insufficient, Outdated, Or Being Used Ineffectively

Data is at the heart of PPC management. Whether you’re in the planning stages of a PPC strategy or monitoring an active campaign, data serves as a navigational compass, directing each decision you make in your PPC journey.

To get a comprehensive picture, it’s essential to focus on multiple KPIs. We’re talking about metrics like clickthrough rate, funnel engagement, audience performance, revenue, and the overall health of the campaign. These KPIs give you a 360-degree view, showing you what’s working and what needs adjustment.

Yet, despite the availability of these metrics, so many PPC leads go belly-up. Why? The data that PPC management experts and business owners are working with is insufficient, outdated, or misunderstood. In other words, you might be sailing with a faulty compass.

The Solution: Understand Your Sales Cycle More Efficiently And Leverage That Information

The first step to combating this issue is to understand your business’s sales cycle more efficiently. You need to generate fresh, relevant data and align it with current customer behavior, prevailing industry trends, and, yes, those ever-important KPIs.

This is where we come in. We don’t just throw data at you; we help you make sense of it. We’ll collaborate closely with your team to set realistic timelines and goals, applying the right metrics for actionable insights—because the data often shows emerging trends and shifts in customer behavior that a static strategy won’t catch.

Recommended Read: Top 8 PPC Marketing Mistakes to Avoid in 2023

The Problem: You’re Using Too Many High-Volume Keywords That Aren’t Generating Leads

Less is more, and quality definitely accounts for more than quantity when it comes to keywords.

If you’re too focused on a higher volume of leads as opposed to effectiveness, you’re missing out. Keywords for your PPC management services need to be diverse and versatile enough to target the audience you’re aiming for, but they also need to be specific enough to generate leads.

Too broad, and it won’t really direct them to the action or conversion you want or target the right audience. Too narrow, and it will filter out your targeted niche.

Additionally, you may be missing out because you’re getting outbid on high-performing keywords, causing you to miss out on valuable leads. Secondly, if your website, landing pages, and product pages aren’t optimized, you’ll likely see clickthroughs that don’t convert. In other words, people may arrive, but they leave without engaging or taking any action. This leads to elevated bounce rates and other issues, diminishing the effectiveness of even a well-placed PPC ad.

The Solution: Audit, Analyze, And Redesign Your Keyword Strategy

What’s the fix? You need to audit, analyze, and redesign your keyword strategy for greater performance and optimal results.

Work with our PPC management experts to revamp your PPC strategy from the ground up. We’re going to help you identify who your audience members are and what they’re looking for, dig deeper into search intent, and audit and identify negative keywords or low-volume keywords that are hurting your presence.

Understanding all of these factors can help you reorient your strategy and improve it for better outcomes and optimization. Perhaps your ads are only getting impressions but not clickthroughs; maybe customers clickthrough but don’t purchase; perhaps they do add to their carts and abandon them. No matter what the issue is, having a systematic review and revaluation of your business approach is key.

Clickthrough for Clickthroughs—We’ve Got You Covered

It’s crucial to identify the root cause of your PPC ads’ failure to launch. At Search Berg, we offer PPC management services like campaign management and audits, among other tasks.

Once we know where your strategy is going wrong, we’ll help you revamp, upgrade, and adjust your strategy to generate more clickthroughs and conversions. After all, PPC marketing has one of the highest ROIs in digital marketing—so why not leverage it to the fullest?

Clickthrough to connect to our team and set up a consultation with us. We’re here to address any queries and help you get started on revamping your strategy.