Resurrecting a Dying PPC Campaign

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It happens to many ecommerce website owners: you begin a pay per click campaign and see almost immediate results. Your profits and sales increase. A few months (or even years) later, your numbers decline just as quickly and dramatically. 

It is not unusual for a PPC campaign to suddenly stop working. This is contrary to the expectations of many ecommerce website owners, who assume that their PPC marketing, once perfected, will be effective almost indefinitely. This may have been true five or ten years ago, but it simply is not the fact today. The modern marketplace is constantly changing, and your ecommerce website marketing needs to change with it. You have more competitors and a market that has been beaten about by the recession. Here are a few ways that you can turn around your PPC freefall.

  • Learn about new features. In addition to the marketplace changing, pay per click companies are changing as well. Google AdWords is pretty much the gold standard for PPC marketing, and they have added several new features to make PPC more effective for every dollar you spend. Check out the latest features in your PPC company and learn how to use them to your advantage.
  • Evaluate what works… and what doesn’t. Your click-through rate will show you what language is most appealing, and your conversions will show you what language brings in profit. Most PPC companies give you ample tools to evaluate your campaigns, so use them. Then, it is just a matter of accentuating the positive and eliminating the negative.
  • Watch the competition. There are likely large competitors who have the same market as your ecommerce website. Don’t be afraid to shamelessly copy them when it comes to PPC advertising. Even better, improve on their proven strategies by giving them your own twist. Don’t as persuasive as they are; be more persuasive. 
  • Don’t always aim for #1. Because there is increased competition for the same keywords, you are probably bidding higher than ever for certain keywords. However, because several ads are shown at a time, you may be able to get the same effect with less expense if you pay a lower price for second or third place. Test this strategy and see if it works. 
  • Update with new products and services. The keywords related to these are likely to have less competition, but also to have more search queries. You would be surprised at how interested people can be in the new and unknown. 
  • Add negative keywords. If there are related items that you do not carry, add these to your negative keyword list. There is no use paying for marketing to an audience you do not serve. Not only is it useless, it is a complete waste of money.
  • Check in regularly. You should be evaluating your PPC campaigns in the ways we mentioned above at least weekly. This is the only way to stay ahead of a constantly changing market. It will also allow you to take advantage of new features before your competition even gets wind of them.