Is your PPC Campaign Slowing you Down?

How often do you or your marketing team audit your PPC campaign? And more importantly, why are these audits important? When it comes to running Google Ads, we, as marketers, always have to be mindful of our focus areas: how much we are spending, how our metrics have increased, are we reaching the right group of audience, etc. Focused audits are crucial to keeping a track of your PPC campaign because they can reveal key issues with your ad spending.

That’s why at Techmagnate, regular audits are a part of our digital marketing strategy.

Remember: Even though audits can aid you in finding major mistakes in your campaign, foundational paid search problems aren’t as immediately evident and may require additional efforts that aren’t easily implementable.

We bring you the 3 biggest issues that can cause you to waste your Google Ads budget and negatively impact your PPC campaign metrics:

• 1) Focusing too much on “saving money”: Saving budget through lower Cost per Click (CPC) and Cost per Acquisition (CPA) is something to applaud. But when you focus on saving money instead of focusing on returns, your paid search account gets smaller, tighter, and might eventually wither away. In contrast, a healthy paid search program requires a good, workable budget to grow and scale while still keeping a firm grip on overall ROI.
• 2) Continuously “tinkering” with your Google Ads account: It’s not that making little adjustments to your account is a bad thing, it’s just that they’re a symptom that you might be ignoring bigger problems. When big, complicated PPC problems are present, it’s easy to ignore those problems in favor of small tweaks. The “tinkering” only serves as busy work to distract you from the big picture.
• 3) Not considering users’ post-click experience: You can do everything perfectly pre-click, but all that can be for nothing if the post-click experience is bad (i.e. landing page that’s actually the home page, it takes forever to load, etc). Remember to put as much thought and effort into users’ post-click experience as their pre-click.

Want to delve into this deeper? You can follow us on LinkedIn. for tips on managing your PPC campaigns. If you’d like to know how Techmagnate can support you with your digital performance or for any other query, we’d love to hear from you, as always.