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August 6, 2021
So you just launched a new pay-per-click (PPC) campaign and you’re not getting any leads or conversions. What should you do?
Don’t make large changes to your strategy too early. Instead, allow your campaigns to run until you have a solid dataset to inform how you fix PPC conversions.
Are your ads not showing? Or maybe the ads are showing, but nobody is clicking and you’re not getting any PPC traffic? Are you getting lots of traffic, but nobody is converting?
These scenarios are symptomatic of different issues. Troubleshooting each requires reviewing a different part of your larger campaign.
When this happens, it’s time to revisit your offer and make sure that it’s compelling and relevant to topics that searchers of those keywords might be interested in.
Alternately, you might have a great offer, but it doesn’t seem compelling to prospective clickers. Here’s a blog article from my colleague Chris Hutchens on how to improve your copy.
In this case, try to walk yourself through the experience of clicking your ad and landing on this page. Can you identify any misalignment in the experience? Examples may include:
As a bonus, you might consider adding a heatmapping tool like Lucky Orange or Hotjar to the page to better understand users’ on-page behavior. For more details on improving your landing pages, check out our Complete Guide to Landing Pages.
If you worry that your PPC campaign is completely off-base, it may make sense to rethink your strategy entirely.
However, many campaigns can be fine-tuned to perform better with some patience, data collection, and individual changes that you can clearly measure the impact of. In these cases, gather at least a month’s worth of data to be sure you understand what’s working and what is not.
About the author
Charly Mostert was formerly an Inbound Marketing Strategist at SmartBug Media. With diverse in-house and agency experience, he loves researching and spreading the word on the newest inbound marketing best practices. Read more articles by Charly Mostert.
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