Top 4 Things That Cause PPC Campaigns To Fail
SEO and PPC management is one of the most cost-effective ways for businesses to get more leads. However, there are times when PPC leads do not convert, and in these cases, it’s wise for companies to hire SEO and PPC experts to solve the problem.
Businesses usually think that PPC does not work when leads do not convert; however, there are many factors outside of PPC that lead to such undesirable results. Most PPC managers in SEO agencies have little control over what happens once a user becomes a lead.
1. Miscommunication Between Marketing And Sales Teams
One of the most common reasons why PPC leads fail to convert is miscommunication, and this mostly happens between the marketing and sales departments. These two teams usually work together to get the best outcome, with marketing driving leads and the sales team converting them.
One of the best ways to work together is to discuss critical factors for converting PPC leads, such as the actual sales cycle length, the right time for the sales team to take responsibility for the leads and convert them, key trends in unqualified leads, and more.
2. Longer Sales Cycle
SEO and PPC agencies and businesses should be able to know their actual average sales cycle timeline, and this should not be based on mere assumptions.
For instance, a PPC program brings in 50 leads monthly. The business will assume that the sales cycle is 30 days. After a month, the company finds out that leads are not converting, thinking that the campaign is a waste of time. This leads to them giving up on their initial PPC program or even spending more money on a new campaign.
But what they should have known is that the actual sales cycle is 60 to 90 days, which means that the leads failing to convert does not have anything to do with PPC.
Therefore, resetting one’s expectations is crucial when working on a PPC program. If the campaign brings 50 leads monthly, they will have to wait for more than 60 to 90 days later to find the actual conclusion of quality leads.
Companies must set realistic expectations with their own teams or with the SEO agency that they are working with.
Many businesses audit leads and unqualify them. One of the biggest reasons for unqualified leads is the budget.
Although there are many potential customers who want to invest in a product or a service, they do not have the budget to do so. However, this is not a good reason to unqualify leads.
Marking it as a budget issue is one strategic shift, but once leads get their budget again, they can qualify again and become some of the best customers for the business. The only thing that companies should do is to follow up on them if the budget is their only reason.
4. Inefficient Keywords
PPC campaigns that bid on generic, high-traffic keywords could be inefficient. Several factors contribute to a keyword’s inefficiency, such as its target audience, the intent of the search, and if it is broad in nature.
Invest In The Best SEO Agency
Growing your company’s online presence and turning leads to potential customers can be difficult if your business is not using the right SEO and marketing strategies.
PPC methods can give you more traffic and provide you with great results. However, without white hat SEO techniques, these results will not last for too long. Therefore, proper, high-quality SEO and PPC management is a must if you truly want your company to grow.
Here at Position1SEO, we guarantee your website a position on the first page of Google just by using the best SEO strategies. If interested, go to 0141 404 7515 or email us at firstname.lastname@example.org today!