Saving a Failing Ad Campaign

Things don’t always go as we plan them in life, and the same is true for ad campaigns. If you have a campaign which is falling short of your performance goals you will need to look at the specific areas of the campaign and make changes quickly to minimize your losses.

The 3 most likely problem areas are: keywords, bidding, and ads.

The first thing you will want to look at will be your keywords. By using the PPC engine’s tracking systems, you can track which keywords are successful and which are coming up short. Once you have identified the poor performers, something will obviously need to be done about them.

There may be a few reasons why a keyword would not be performing well. First, the keyword might not be specific enough. What this means is that while it may be bringing traffic, it is generating few leads or sales. If people are drawn to your site but not interested in your product, you may need change the keyword to something a bit more targeted.

The next reason for a poor performer could be a change in trends. What this means is that searchers have changed the keywords they use to search for a product or service. If this is the case, you will have to replace the poor performer with a keyword that is currently used more frequently.

Next we will look at bidding. Bidding is important as it will determine both the position and cost of your ad. You won’t want to waste money by bidding too highly on a poor performer. At the same time you want good positioning on stronger keywords. By increasing a bid on a strong performer in a lower position, you can improve your sales conversion performances.

By examining your sales conversions you can analyze just how effective a keyword is and establish a suitable amount for your maximum bid. By looking at the number of clicks required to make a sale and subtracting the cost of the total clicks from the value of the sale, you can determine your profit. This is very important because you want a campaign that is profitable rather than losing you money.

Finally we come to ads. If your ads can’t pull people to your site, no matter how great your keywords are your campaign will fail. You should be sure to utilize split testing with your ads in order to ensure they achieve their maximum potential.

A failing PPC advertising campaign can be fixed but you will need to go through each of the above areas to do it. Attention to detail is the key to success and you will need to go through your campaign methodically. You will need to record all adjustments and replacement keywords. This does take time but is well worth it.

Although these steps can help you turn your campaign around there is also an easier option available if you are unsure of what to do or you don’t have the necessary time to perform these evaluations. There are services which will manage your PPC advertising campaign and help return it to optimal working order. These services can save you a lot of time and the increase in profits will easily offset the price.