When Optimizing Pay Per Click Campaigns Strangles The Funnel
For small business owners, PPC is one of the greatest promotion tools they can use to grow their business. PPC which stands for Pay per click is a great advertising tool that you can use to reach online customers that are ready to convert. As the name suggests, you only pay as an advertiser when a potential customer clicks on the ad you posted. Pay per click can be used with other advertising channels such as Google Ads or Facebook Ads to reach your target customers easily. PPC can generate traffic to your site thus leading to increased revenue for your business. If you are not using PPC to promote your goods and services here are a few reasons why you should.
Benefits of PPC advertising
Whether your goal is to gain brand exposure or to grow your online sales, PPC can help you achieve your business goals. PPC can also help support the sales funnel of your business from creating customer awareness to the point when they convert to become customers.
You can use it with other marketing channels
One of the greatest benefits of PPC advertising is that it can be used with other marketing channels. For example, you can use Pay per click advertising to generate additional email signups which can help enhance your email marketing campaign efforts.
You get instant results
If you have been frustrated with other digital marketing campaigns, then you need to use PPC advertising to get instant results. When successfully done, PPC can help you get fast results out of your advertising campaign.
It can help you reach the right customers
The good thing about PPC advertising is that it allows you to reach your target customers. This is because PPC gives advertisers the opportunity to choose when and where their ads will appear depending on different factors such as location, keywords, website, and time. The benefits of using PPC to grow your profit and sales are many. But what happens when optimizing your PPC campaigns strangles the funnel? Despite your best efforts, it is almost inevitable that PPC advertising can lead to low conversion rates. That’s why some advertisers consider PPC advertising
to be a waste of funds. If you are not careful with PPC advertising, you might end up using all your business resources on a marketing campaign that is barely generating any conversions. When PPC is not working to generate more conversions, you may find some people trying to fix the audience without knowing that is not the real problem.
In case you focus your efforts on filtering your audiences even if that is not helping the problem, you will strangle your funnel which may kill your account. So what can you do when the lead starts to dip? There are two options you have audience optimization and post lead optimization. When things are not going according to plan, the first thing you may want to do is filter your audience because it is easy. With audience optimization, you may look
to improve the timing of your ad, the keywords, or creativity of your ad. The second option is post lead optimization which you can use to improve the quality of your leads. In this second option, it is agreed that the audience is not the problem but the customer’s website lack of conversion which is the problem.
Marketers may use the right ads to target the audience, but it is up to client’s website to convince them to convert into micro conversions. Remember that optimization of conversion rates that aims at reducing the marketing funnel will certainly kill your account. This is because you are reducing potential audience who are genuinely interested in buying your product but not ready to buy yet. Instead you should focus on improving your email marketing, enhancing your offer or transforming your business model.