Most Common PPC Questions & a Few Answers

Digital marketing and PPC companies use advanced marketing techniques to reach online audiences, and one of the most important is PPC or pay per click.

Below are some of the most frequent questions we hear about PPC.

Where Are My PPC Ads? I Don’t See Them

There are several reasons you may not see your PPC ads when you search Google:

• Budget: If your budget for the day isn’t big enough to get all of the search volume for that keyword for the day, your Google Ads are being limited to conserve your budget. You can verify this by looking at the campaign’s share of lost impressions because of budget.
• Rank of ad: Like your budget, if the ad rank for your keyword is low, you won’t see your ads all the time. You can verify this by checking the lost impression share of the campaign.
• Keyword: This one is obvious, but the keyword that you want people to search for needs to be part of your campaign. Making sure that keyword is included always is a good idea.
• IP exclusion: An IP address may not be included from seeing all search ads at the level of the campaign. This safety feature was created to prevent click fraud from phony IPs. It also can stop employees of the company by clicking on your ads.

I See Ads For My Competitor Everywhere, Why?

You may be seeing remarketing ads which many digital marketing companies recommend.

Remarketing takes effect by using a cookie when searchers to go your site. The cookie lets your campaign target them as they look at other websites on Google’s network.

You should try this as well because it can really drive up your conversions.

What Is Making My CPC Rise?

You probably have competition going after your keywords. Just as your team is doing keyword conversion optimization, your competitors are too, which boosts the price. Just one competitor being more aggressive can make the CPCs much higher.

Another issue that drives cost is quality score.

If you see a decrease in quality score, you may have higher costs per clock.

There are many variables that influence quality score, but some of the most vital is CTR, the relevance of the ad, and the relevance of the landing page.

You can help here by making sure all of them are being improved by your team.

Improving the metrics that affect quality score is one of the best ways to improve the effectiveness of your PPC ads.

What’s The Toughest Thing About Doing PPC?

There are some challenges when you start PPC, and the biggest is being good at it. First, you need to do a lot of work upfront to have a solid PPC campaign.

For example, you must do a great job researching and picking perfect keywords. Then you must organize your keywords into effective ad groups and campaigns. You also need to establish good landing pages that have been optimized to convert traffic and also programmed to defeat click fraud, which is when a person or bot clicks your ad to drain your budget.

Will PPC Work For My Business?

When it’s done effectively, PPC is one of business’s most powerful marketing tools. But if you don’t do it right, it’s just throwing money down the toilet. Whether it is best for your company depends on what your objectives are.

For brand awareness, PPC can work great. No matter whether your ads work as far as ROI or not, if it gets impressions, more people know about your company.

For increased revenue, PPC can work well, but you need to have a high-quality website set up to convert your traffic to sales.

There are several ways you can optimize your PPC campaign depending on what your business does. For instance, the Google Shopping Network may be ideal for companies because it can have ad text and images. But if the company offers services, you may want expanded ad text.

What About Yahoo And Bing?

If you find Google is doing well for you, it makes sense to advertise on Bing. You will get a lower volume of leads but the traffic may be more cost-effective than Google.

Why Am I Seeing A Competitor’s Listing When I Search For My Company?

Your competitors know that searchers looking for your company could be customers for them, too. They’re trying to nab them. There isn’t anything you can do to stop this as it’s not illegal. This is another cost-effective way to get prospects that you may consider.

How To Improve The Quality Score?

The quality score is how Google views how good your ads are compared to your landing pages and keywords. It’s important to have a high quality score because you get better positioning and lower CPC.

You can improve this score by making sure your text for the ad is relevant to your landing page and keywords. Also, look at the landing page and what the user experience is like. You also may add negative keywords that aren’t relevant to your business.

How Can I Make My Conversion Rates Better?

First, double-check that your conversion tracking has been set up correctly. It can be hard to get conversions when you first start your campaigns. But to make them happen, run tests all the time. Be sure every ad is relevant to your keyword and landing page. And use negative keywords, too.

Next, competitor analysis is vital for PPC and there are many tools that will help you do well with it. If you look in your Google Ads Interface, you can go over Auction Insights to find out the competitors you have for the identical keywords.

Doing well with PPC takes a lot of time, planning, and execution. But if you carefully select your keywords, negative keywords, and optimize your landing pages for conversions, you should be able to increase sales and brand awareness over the year.

If your Google Ads aren’t showing or if you are having issues with your PPC ROI, get in touch, we can help!

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Samuel Edwards

Chief Marketing Officer at PPC Agency

In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International.

He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize search engine marketing (SEM) ROI. Connect with Sam on Linkedin.

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