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Reasons Your PPC Campaign Might Not Be Working

Estimated reading time: 4 minutes

PPC (pay-per-click) can be deceptively simple to use. After all, it takes mere seconds to create an account with Google Ads or even a paid social media platform such as LinkedIn or Instagram. 

But unless you have a true understanding of not just how the platform works, but also your audience, PPC isn’t as easy as 123. 

It’s important to get PPC right if you want to win new leads and ultimately sales for your business. 

So rather than give up or waste money doing the wrong things, we’ve put together this handy guide to point you in the right direction, as PPC specialists here at Imaginaire. 

Poor Choice Of Keywords

Your choice of keywords when creating a PPC campaign can either be spot on. Or, the keywords could be too vague or even irrelevant. 

Furthermore, opting for highly competitive keywords without the ad budget to back them up can result in low ad visibility. 

In short, keywords are crucial in terms of how much PPC campaigns cost, who sees the ad, who will click on the ad, and who will actually make a purchase once they land on your website. 

The wrong keywords in any capacity will lead to lower ROIs. 

Ineffective Ad Copy

When ad copy doesn’t contain enough power words, or simply doesn’t persuade in the right way, well, that advert may fall a little flat. 

Good words or phrases can include ‘buy now’, ‘free shipping’, ‘next day delivery’ along with other content specifically related to the item or service. 

Ad copy which lacks any real sway is all too easy to ignore. The same can also be said when the wrong phrases are used to describe something. Hence, every letter counts in PPC. 

Low Quality Score

Quality score is a metric given by Google, and denotes aspects such as ad relevance, expected click-through rate and the landing page experience. 

If Google deems you’re providing a low quality experience with irrelevant ads and a poor web experience, this will impact how visible your PPC ads are. Low visibility means fewer people seeing and clicking on your ad. 

Ad Fatigue 

If you’ve been running the same PPC ads for quite some time, it’s likely your audience has already seen your campaigns. Showing them the same campaign multiple times will eventually lead to fatigue, especially if the images or ad copy just aren’t persuasive enough. 

A good rule of thumb is to ensure that all PPC ads have a shelf life, especially those which contain time-sensitive dates or promotions. 

People Are Clicking On Your Campaigns…But Have A Disappointing Experience On Your Website

Have you ever considered that your PPC campaigns are absolutely fine, but it’s where you’re sending users that is not?

We are of course talking about your website here, which should provide a high quality and relevant experience for users. Otherwise, you’ll be paying for every click, but not seeing much of a return in terms of leads and sales. 

Does this one sound familiar? Request a website review from one of our experts so we can fix that for you. 

Imaginaire – PPC Agency Nottingham

Ultimately, the above reasons and many more which cause PPC campaigns to miss the mark means it’s time to call in the professionals.  

Imaginaire is based in Nottingham, and we help businesses like yours succeed at digital marketing including through paid search techniques. 

Let us know how we can help your business by dropping us a message or visit our PPC service page for more info. You can also give us a call on 0115 697 1541.


Rachael is a content executive with Imaginaire. With hands-on experience with all things marketing, she has the knowledge and know-how to explain and advise almost any topic you can think of!

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