Why Your PPC Is Ineffective and How to Make It Better

Every business owner wants to have an effective marketing campaign, especially online. You want to increase your visibility, get more people interested in your products or services, and in turn, increase your profitability. One of the ways businesses can advertise their business is through Pay-Per-Click (PPC) advertising.


For the uninitiated, PPC is essentially paying search engines or social media to display your ads. Whenever someone clicks on the ad, you pay, which is why it’s called Pay Per Click. Some of the best platforms for PPC advertising are Google AdWords, Facebook, Twitter, Instagram, LinkedIn.


PPC may sound simple, but it can be a tad bit complicated. If you’re not careful enough, you may find yourself making a few mistakes that render your ad sets ineffective. However, you can easily avoid these mistakes. Here are some of the reasons your PPC is ineffective and how you can improve your campaign:


  1. Ignoring Landing Pages


Most people don’t utilise the power of landing pages fully, which is a big mistake, especially if you’re targeting people who are looking for a specific product or service like yours. Instead of linking your PPC ad to your home page, which is usually just a brief overview of what your brand is about, use this opportunity to send them directly to your product page.


By doing this, you’ll be able to influence your target audience’s purchase decisions and, in turn, increase your conversion rate. Setting up specific landing pages can also help increase your ads’ effectiveness since you’ll give visitors what they’re exactly looking for, which greatly helps in improving impressions.


  1. Targeting Saturated Keywords


While there’s nothing wrong with using keywords that are generic and broad, you want to use specific keywords that allow you to hit conversion bullseye. This strategy is extremely effective if you have a specific target market, which makes it easier for you to determine the right keywords. 


For example, if you’re a digital marketing agency from London, instead of using “digital marketing agency” which is too general, you want to utilise long-tail keywords like “London digital marketing and advertising agency” or “digital advertising agency London.”


Rather than targeting saturated and bland keywords, you need to put yourself in the shoes of the user and think of terms that they’re going to use. By doing so, your ad set will be frequently targeted to these people, which gives you a better potential for conversion.


  1. Getting on Board Too Quickly


While brave and bold is good in many cases when it comes to marketing, you should not make rash and ill-informed decisions, especially if it involves a lot of money. Of course, if you’re already familiar with PPC, it’s a lot easier for you to figure out what’s working and what’s not. Otherwise, you may need to take a step back and return to the drawing board before you take a leap.


PPC can be too technical and may require you to dedicate more time learning about it. Even so, it doesn’t mean you have to miss out on the digital market. If you’re keen on using PPC advertising to market your business, you can turn to a digital marketing agency for help. That will allow you to learn better and much faster and take advantage of the opportunities for your digital marketing campaign.




PPC is an effective marketing strategy that allows businesses to reach their target customers through the internet. However, it is not impervious to a few mistakes and can be a trial and error process. If you want the best possible results without losing too much money on ads, a digital marketing agency can help.


We’re a remote digital marketing agency in London that can assist you in increasing your website’s visibility. As a cloud digital agency, we offer fast, seamless, and hassle-free digital campaign management. Get in touch with us today to learn more!