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Posted: 15 Nov '19

Reasons Your PPC Campaign is Failing

Pay-Per-Click (PPC) campaigns are a double-edged sword. They can either be a wonderful thing or a waste of money. There are countless examples of companies benefitting immensely from PPC campaigns and also failing to take off. However, it doesn’t need to be this way, with a little more attention to detail. If you already have a PPC ad campaign in place and it is not doing as well as hoped, the following may be the reasons why your campaign is failing.

Declutter the Landing Page

All too often when someone clicks on an ad, they are greeted with a landing page that looks intimidating and confusing. The idea here is to make the landing page simple. “Keep it simple, stupid” is the motto to go by when designing a landing page. Ideally, it should be sparse and focused. Do not go too far astray from the main points by giving customers too many options. Really speaking, the landing page’s purpose is to prompt viewers to take the next step. This could be in the form of looking at quotes, downloading information or asking to leave a phone number.

Are You Keeping Up with Your PPC Campaign

It's not unusual for the marketing department to open a PPC account and then not touch it for a long time. This is PPC suicide. Another way accounts get affected is by putting in place tight settings. Choosing safe, conservative settings such as limited budget settings, exact match, standard ad rotations, and tight ad schedules—are all ways to limit the effectiveness of your PPC campaign. Usually, PPC settings and other account-related activities are neglected due to tight budgets.

Keyword Optimization

If keyword optimization has been taken care of, then, it will trigger relevant ads, which in turn means clients will land on relevant landing pages. Another benefit of this is that ads will also enjoy a higher quality score. A high-quality score means spending less money on ad spend. However, experience has shown that obsessing over the quality score is a waste of time and money, beyond a certain point. If the quality score is around seven or eight, that should be more than enough to keep things running smoothly. The lesson here is that there are other metrics you need to keep an eye on, and not just the quality score.

Let the Pros Help You With PPC Campaigns

Running a successful PPC campaign is not necessarily a difficult task. But it takes time, and attention to details to make sure it is earning its keep. Otherwise, it is the equivalent of pouring money down a hole, with no benefits. We can advise you on a successful PPC campaign strategy. Call us today to discuss what we can do for you!


**The digital landscape is everchanging. Contact us to discuss current industry standards.

Lynne Motkoski, CEO, Principal & Digital Marketing Strategist
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Specialty: Digital Marketing Strategies
Education: MACT and B.Comm from University of Alberta
Certifications: Google, HubSpot, Hootsuite
Lynne is a baby boomer passionate about digital marketing and helping local businesses succeed online. Effective digital marketing strategies are not one-size fits all. Lynne works with decision makers and creates effective solutions to generate measurable and transparent results and positive returns on your marketing investment (ROI).