PPC Leads

PPC Ads Not Converting? Here Are The Possible Reasons Why…

With any luck, your PPC ad campaign was set up properly and the right keywords were targeted along with the best locations and your adverts reflect what you do accurately. Yet with the best will in the world, it can sometimes happen that you’re getting a decent volume of search traffic, but most of it still isn’t converting into sales.

The first thing to do is take a deep breath, relax and understand that this is actually quite normal. Even a one in four or 25% conversation rate would be perfectly typical, never mind anything higher. So you need to remain realistic and accept that no PPC campaign can ever be expected to result in 100% qualified leads.

However, it is worth getting a handle on the reasons why you’re not converting to sales and thinking about what you might need to do differently. In fact, there could be numerous reasons why the number of leads you’d like to convert into sales aren’t yet doing so:

  • Are high-volume keywords driving ineffective leads?

If you’ve been bidding on generic, high-traffic keywords, that could be part of the issue. Ask yourself whether your keywords are simply too broad, whether your ads are reaching their target audience and even exactly who that target audience is. Also, are you targeting the right geographic area?

  • Are you losing conversions due to budget?

It’s 2020, and times are tough for many. So if your leads aren’t converting and potential customers are saying that’s down to budget, that could be a genuine reason. It will always be worth following up later to find out whether that is really the case.

  • Are your sales and marketing teams communicating effectively?

Sometimes, communication between sales and marketing teams isn’t all it could be. Make sure everyone knows where their duties lie, when follow-up becomes a sales team responsibility and that all leads are being followed up promptly.

  • Is your website as mobile-friendly as it could be?

It’s always a good idea to check that your website is fully optimised for mobile, especially in the run-up to busy shopping times such as Christmas or Black Friday. Google has a free tool you can use to check your website’s mobile-friendliness.

  • Are you sending traffic to your home page rather than a dedicated landing one?

It could be that your searchers are being directed to an unfocused and cluttered home page, rather than one with clear contact information and messaging. Make it easy for people to contact you.

  • How long does your website take to load?

The reality is that if your website is taking too long to load, most people will be very quick to go elsewhere. Indeed, one Google study suggests that more than half (53%) of mobile sites are ditched if a site takes longer than just three seconds to load.

Talk to us at FPA

With our extensive knowledge of PPC campaigns for a wide range of clients, working across many different industries and sectors, we at FPA can help you talk through possible issues if you think clicks on your site aren’t converting. Especially if that’s at a time of year when they should be doing so. Whether you’re new to Front Page or already working with us, we’ll be glad to help. Get in touch to learn more.