While there’s seldom one simple problem that defines under-performing AdWords campaigns, the following 3 PPC failure points are among the more common we uncover when performing AdWords account reviews:
1. Default Settings Atrophy
Google’s default AdWords settings are great for businesses spending
under $1,000/mo. Yet as racecars don’t have automatic transmissions,
neither should high spending AdWords accounts in competitive markets be
using Google’s default settings.
2. Display Advertising Atrophy
Many retailers have tried and failed with display advertising. Blanket
targeting options burn through cash while attracting visitors that don’t
convert to customers.
Change is in the air, and astute retailers are profiting. New
enhanced targeting options focus more on audiences than placements. The
biggest breakthroughs have been through the addition of targeting
options such as Interest Category Targeting, Topic Targeting, and
Remarketing.
3. Website Atrophy
It is a brutal fact that every retail industry has 3-4 top players that
dominate their PPC landscape in AdWords. Their ads are always seen
while dozens of other businesses are struggling to simply make the
minimum first page bid.
You may be fighting the wrong battle. The place you will gain your
biggest competitive edge is often on the other side of the click.
Incidentally, our clients often express a key benefit to outsourcing
their PPC is the new focus available to optimize everything that occurs
after the click.
