Three Reasons to Hit Pause on Your PPC Campaigns

By crystalmarketing | August 3rd, 2021

Pay-per-click, or PPC, campaigns are some of the most commonly used methods of digital marketing. They’re easy to set up and adjust, and can be extremely profitable if done correctly. The issue is getting the campaign running correctly in the first place.

If your landing pages are below average, you’re overlooking the metrics that matter, and you’re not receiving a ROI, then it might be time to hit pause on your PPC campaigns to reassess your strategy. This might be a drastic measure, but it’s better to fix the issue as soon as you catch it than waste hundreds, or even thousands, of dollars on fruitless marketing.

Here are the top three reasons to hit pause on your PPC campaigns.

Reason #1: Your Landing Pages Are Below Average

Your landing page is the first thing your customer sees when they click on your ad. If that page doesn’t match the standards you set for your ad copy and design, then you’re going to lose customers’ interest and trust.

Poorly formatted and unappealing landing pages tend to be ranked worse by Google. This can make your PPC ad show up less often or in less desirable spots, which causes a downward spiral in efficiency. Before dedicating yourself to a PPC campaign, consider this checklist for your landing page.

  • Does it have a header that clearly defines the product?
  • Are there any marks of trust (such as endorsements from large companies or news outlets) prominently displayed?
  • Is the page simply designed and laid out to direct your viewer’s eyes to the capture form?
  • Is the page mobile friendly?

Reason #2: You’re Overlooking the Metrics That Matter

The number of direct clicks and views your ad is getting aren’t as important as the number of conversions it’s creating. Many first-time advertisers make the mistake of tracking the wrong metrics when launching a PPC campaign, so might get false impressions of how well it’s performing and what they need to improve on for the next campaign.

When running a PPC, you’ll want to track:

  • The sales directly produced by the ad campaign
  • Lead generation
  • ROI

These metrics will tell you how well your campaign is actually performing in regards to your business, rather than just how often it’s seen and clicked on. By tracking them, you can tailor and adjust your campaigns and begin seeing their real effectiveness.

Reason #3: You’re Not Receiving a ROI

A major reason to drop a PPC campaign is not receiving any return on investment, or ROI. If your ad is costing you more to run than it’s generating, then it’s not worth the money. You can track ROI by comparing your campaign budget to the direct sales.

Most PPC campaign management software will be able to give you the metrics you need to understand your ROI profile, including specific keyword conversion rates and return on ad spend, or ROAS. You’ll also want to look at the true cost per conversion and make sure that it meets a profitable level.

If your ROI is negligible or negative, pause your campaign and try to address the root issue before restarting.

Recap

For an ad campaign to work, it needs to lead to attractive landing pages, be monitored on the metrics that apply to your goals, and give you a solid ROI. Without these qualities, the campaign is a money drain that could seriously damage your business’ advertising budget.

Stopping your ad campaign completely should be considered a last resort, though. Pausing a campaign may cause a significant drop in performance that can make getting back into the swing of the market more difficult. It can give your competitors time to catch up.

Still, pausing your campaign isn’t going to affect your quality score, so if you do run into a serious issue, it’s probably best to step back and rework your PPC campaign to assure it’s the most effective it can possibly be.

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