4 Reasons Behind Failed PPC Ad Campaigns
The grounds on which PPC ads fail may sound too common, and that’s why maximum marketers overlook these. Find out customary mistakes here –
1. Lack
of communication between marketing and sales guys
There’s
a common observation by many SEO companyin India – the marketing and sales team don’t communicate properly. That’s
a problem with businesses of all sectors actually. And they don’t even realize
that!
For
them, the sales cycle commonly looks like –
Marketing team drives leads à Sales team tries to convert those leads
Yes,
that’s the course from drone view but there’s a lot of nitty-gritty in between,
which needs attention to detail.
The
process behind a successful PPC campaign is more like peeling an onion.
Multiple layers, and flaking them can make you cry.
To
convert the PPC leads, both the marketing and sales team must sit together to
find answers of the following –
·
What’s
the actual length of the sales cycle?
·
When
should the marketing team transfer the ‘responsibility of leads’ to the sales
team?
·
Are
there any vital new trends for the future in unqualified leads?
·
How
long will it take for the sales persons to contact an initial lead?
It’s
a strategic concept that will not only help the PPC campaign but also impact
the business as a whole.
2. False
idea about the sales cycle timeline
Many
still don’t know that a company’s average sales cycle is a crucial detriment to
any PPC program. They go on assuming the sales cycle timeline instead of
exploring the actual data. If that’s the plan, what else can happen than
failure!
Before
making an expense on PPC advertising, there are two essential things that every
SEO company in Kolkata and elsewhere takes care of –
Ø
What
is the client’s average sales cycle timeline?
Ø
How
they have reached that conclusion?
Here’s
an example that will explain why sales cycle is so significant.
A PPC campaign is expected to generate 50 leads per month, and the
current results are meeting the goals.
o
Till this point, the sales cycle is assumed to be 30
days
One month later, the client complains that the leads are not converting
(threatens to find another marketing agency). Basically, the client finds out
that the leads aren’t quality.
After multiple panicked phone calls, meetings, and late-night digging,
the client reaches the conclusion that –
o
The actual sales cycle is somewhat close to 60-90 days
The
key undertaking from this example is that there’s a data driven model for
calculating the sales cycle, and that should be used by the marketing and sales
team together.
Did
you find the direct correlation of this point with the previous one (#1).
3. Budget
creates the maximum tantrums in PPC campaigns
The
year is 2020, and the world is drowning in pandemic. It’s a time when clients
want cheaper rates and businesses want to more money. Can you sense the
compatibility issue here?
On
auditing the PPC leads of a failed campaign, an SEO company in India has
observed some flabbergasting reasons behind the ‘unqualified leads’, which are
–
o
Approximately
80% of the leads are unqualified because of ‘budget’
o
Close
to 10% are termed ‘unqualified’ due to no follow-up or contact from the sales
team
o
Somewhat
5-10% are unqualified as the company didn’t fit to the needs
These
are practically ‘no reasons’ to call the leads ‘unqualified’. It’s a weird time
with the pandemic around so, every move should be made strategically.
There
are two options that can resolve the ‘budget issue’ –
o
Reviewing your pricing model. If majority of the leads turned unqualified because
of budget, it’s time to restructure the pricing model. That’s how may be your
competitors are operating. If you don’t take this approach, you may end up with
close to no business.
o
If
some of the leads are unqualified only due to budget (and your
products/services are good fit for them),
save those leads for later and be in constant touch. When time returns to normalcy, these leads
can become your potential customers.
Sustenance
has become a challenge today, so look at all possible avenues.
4. High-volume
keywords often target the wrong audience
A
PPC campaign should be quality-oriented instead of quantity as per each and
every SEO company in Kolkata. You may be getting too many leads, but
hardly any are converting – what’s the use of such a campaign!
It’s
great when PPC ads are running well, but the bomb drops when leads are not
converting. May be the keywords are not that impactful.
Dig
a little deeper to find out whether there are a few keywords driving the
majority of the leads. If the campaign is bidding on high-traffic, generic
keywords, you may have made all the investments on the wrong horse.
To
be assured of the root cause, ask yourself three questions –
o
Does
the keyword cover a wider scope (too generic)?
o
What
is its intent of the search?
o
Who
are your target audience?
PPC
ads yield the most effective results when you reach the target audience.
Improve demographic targeting by narrowing your target parameters. Sometimes
geo-targeting can also help.
For
example, if you use the keyword web
development company in India for a PPC campaign, you can reach the
potential clients looking for developing a website in India for their
businesses.
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