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Why Your PPC Traffic is Driving Few Conversions

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Written by

Ash Winder

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4 MIN

Why Your PPC Traffic is Driving Few Conversions

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Are you getting plenty of traffic from your pay-per-click (PPC) campaigns, but not seeing the conversions you were hoping for? It can be frustrating to spend time and money on ads that aren’t bringing in the results you want. But don’t worry, you’re not alone! Many businesses struggle with this issue.

The good news: there are changes you can make to turn things around. In this blog post, we’ll discuss some reasons why your PPC strategy may not be working and offer tips on how to increase your PPC conversion rate.

4 reasons you’re getting clicks but no conversions

You’re acquiring the wrong traffic

Acquiring the wrong traffic is likely the single biggest reason your high-traffic website isn’t converting. Google’s algorithm is pretty good at determining the intent behind a user’s searches and delivering results that are relevant to their needs. But it isn’t perfect.

If your keywords don’t accurately reflect what your products are, or how your target audience searches, you’re likely attracting the wrong people.

For your traffic to translate into conversions, your visitors need to be members of your target audience, with problems or needs your business can answer. You can do this by selecting better keywords for your paid search ads. Then, structure your landing page content in a way that lines up with your conversion funnel.

An Image of a dog at a computer to highlight acquiring the wrong audience

Your landing page is not relevant to the ad

Even if your PPC ad is engaging and matches the intent of the search query, you may lose potential customers if the landing page is not relevant to the ad.

The landing page should provide the exact information that the user is searching for, leaving no room for confusion. And don’t forget to include a crystal-clear call to action that motivates users to take the desired action. With these tweaks, you’ll start seeing those clicks turn into conversions, and your business will soar.

Your website delivers a poor user experience

The user experience on your website is crucial for PPC success. Ensure that your site is not only mobile-friendly but also super easy to navigate and loads lightning-fast.

And when it comes to your landing page, the key is to optimise it with a clear, easy-to-use layout. By doing so, users will have a seamless and enjoyable experience on your website, increasing the chances of conversions.

Remember: the happier the users, the happier your business bottom line.

People have a lack of trust in your brand

When it comes to converting visitors into customers, trust is a non-negotiable factor. And that trust is built by ensuring that your website looks professional and reliable.

To establish that credibility, make sure to use customer testimonials, trust badges, and security seals. These small yet powerful elements can do wonders in building trust with potential customers.

Additionally, offering a clear refund policy and making it easy for customers to contact you can further solidify their trust in your business. Trust is the foundation of long-lasting customer relationships, so don’t take it for granted.

Your website isn’t mobile friendly

This is a huge one. Many companies assume that most of their traffic comes from those searching on their desktop or laptop computers. In some cases, this may be correct, but most people will conduct their searches using a mobile device.

It’s important to ensure that your website is mobile-optimized and easy to read and navigate to provide a seamless customer journey. 

Lack of branding

Why do Fortune 500 companies invest so much into branding? Because they know how much branding influences purchase decisions. For a company doing PPC marketing, having a well-established brand makes it easier to convert those visitors into leads or customers. That’s because branding influences how you think of that brand. You likely trust them more just because you have heard of them.

A virtually unknown brand (in any industry) will have a harder time converting a new visitor simply because the person hasn’t heard of them before.

Image with unbranded lanyard to show lack of branding

Key Takeaway

Even with eye-catching ad copy and carefully selected audiences, sometimes your PPC campaign may not be generating the conversions you want. Use these PPC tips to refine your pay-per-click campaigns and maximise your ROI.

By focusing on correct keyword targeting, landing pages, user experience, and building trust, you can create an effective pay-per-click campaign that generates high-quality traffic and increases conversions.
Discover Adzooma’s blog for more marketing tips. Or, explore CTI’s award-winning Content and SEO services.

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