It takes a lot of moving parts to get on the first page of Google. It requires coordination and a combination of various SEO tools and strategies, one of which is pay-per-click (PPC) advertising.
It’s a popular and effective tool that can help you achieve your goals in less time than usual. However, people often mistake stopping their PPC efforts or forgetting to maintain them once reaching their goals—for example, ranking on page one.
In general, there aren’t a lot of good reasons to stop running PPC. It’s generally affordable if you can strategize right. As long as you understand the right keywords to use and keep a close eye on your market, PPC will benefit you.
Part of the most appealing qualities of PPC advertising is that it can easily find new and potential customers, significantly increasing your traffic and helping to grow your business.
It can be tricky to find the right people—qualified leads—ones who are not just interested in what you have to offer but are also likely to make a purchase or book a service.
While running PPC campaigns may seem like a no-brainer, especially when it’s part of the tools that helped you achieve your goals, there are a few good reasons to at least hit pause. Without the right setting, you might find yourself falling through the ranks even with PPC.
Here are a few examples of when to pause your PPC advertising.
When Your Ad Efforts are Jumbled
Search, social, and display ads each have a role to play in your marketing strategy, but when those three become entangled, it could affect the whole campaign.
Remember that PPC can help only when you understand the purpose of each ad and how to use it effectively. Search ads appear in search engines based on keywords. Social ads appear on social media. And display ads appear on standard websites with similar content.
Each PPC type has its unique audience and advantage. If you happen to get those mixed up, you’re going to be wasting a lot of time, money, and effort. Customize your messaging based on the ad type the audience it will appear to have. That way, you can ensure that the ad does its job.
If Your Landing Page is Mediocre
When you put in so much effort to direct people to your website, only for them to see a subpar landing page, not only do you lose a potential customer, you’ve also wasted money on your PPC.
Sometimes the success of PPC is thanks to a stellar landing page more than anything else. This is what we meant by ensuring that all your other tools should be perfect if you want to stay on top of Google’s ranking and keep your PPC effective.
Make sure that your landing page not only meets the standard qualities but goes beyond them. The long work of getting to Google’s top search results can easily be undone if you lose focus.
Once you’ve achieved your goals—increasing revenue, growing the business, ranking number one on Google search, and so on—it is not the time to start pulling back on PPC efforts. You should double down and combine it with your other marketing strategies and tools.
The only good reason to stop running PPC advertising is when other aspects of your marketing are in disarray. Know when to stop and keep going to ensure that you don’t waste any time or money or miss out on opportunities.
If you’re looking for help on how to improve your business through PPC advertising, we can help you. FrameworkPros offers advertisements using SEO, PPC, social media management, and more. We have packages to boost your online visibility, draw in more traffic, and get you more sales. We aim to offer creative, effective, and practical solutions to help your brand achieve its goals. Subscribe to our newsletter today to receive industry-exclusive information and updates!