You have a previous or your top PPC campaign that's now not converting? Here’s how to identify what's going wrong and how troubleshoot.
Troubleshooting a declining PPC campaign requires a systematic approach to identify the underlying issues and implement effective solutions.
Here's how to pinpoint the problems and work towards success:
1. Machine Learning and Pause Strategies:
- Understand that campaigns in a long pause might lose optimization power with the ad network.
- Avoid constantly turning the campaign on and off, as this confuses data sets and misallocates budgets.
- Instead of pausing campaigns, use ad scheduling to avoid wasting money during low-value hours.
- Running a campaign with a low daily budget is better than pausing it for extended periods.
2. Outdated Practices and Account Management:
- Acknowledge that digital marketing evolves, so campaigns can't stay complacent.
- Look for outdated practices like match-type duplicates and inappropriate bidding strategies.
- Be aware of deprecated options like accelerated delivery and adapt your campaign strategy.
- Avoid overloading campaigns with excessive keywords or ad groups.
3. False Positives and Conversion Tracking:
- Be cautious of unreliable conversion data and ensure proper tracking setup.
- Choose whether to count "one" or "every" conversion action based on business needs.
- Focus on meaningful conversion actions that contribute to revenue.
- Verify that conversion tracking isn't attributing landing page views as conversions.
- Audit for branded keywords sneaking into non-branded campaigns and take corrective action.
Is there a way to definitively say why a campaign might be working one day and not working another without seeing it?
These checks should provide a reasonable process to audit campaigns coming across your desk, and more importantly, help you help your team understand it’s not you.