Troubleshooting Guide To Some PPC Issues
It is likely that even the best PPC manager will see unexpected changes to the statistics of the PPC accounts they manage. Luckily, understanding what is happening and being able to seek out a solution to the issue, if indeed there is one, is easier than it seems. The following will help you troubleshoot your AdWords accounts giving you an understanding of the most common problems and the best ways to go about fixing them.
Issue 1 – Flatline or Decrease in Visits
You might have had a healthy flow of visitors to your site that were submitting a contact form to your practice, but whilst going through your recent analytics you have found that there has been no visitors for a period of time. Don’t panic, the following scenarios might have been the cause:
- Has someone updated your site? If you have had some pages of your site updated like your contact form, for example, the tracking code might not have been included in the new code.
- Have important keywords been added to the negative keyword list? If an important keyword has been mistakenly added to the negative keyword list then your ad will not be shown when people use it in their search query.
- Have you recently checked your ad position? If your ad position is low you may need to increase your bids to help improve your visitor numbers.
- Does your ad text match the landing page content? It is likely that if the two don’t match your quality score might be affected which can affect your ad position.
- Is your ad affected by the time of year? It might be that people are more interested in your offering at different times of the year. A teeth whitening ad might yield greater results (e.g. more clicks) in the summer months than the winter months for example.
- What are your competitors doing? What are their prices and benefits? Try to figure out how to differentiate your offering from theirs.
Issue 2 – Increasing Ad Spend
- Has there been an increase in the number of patient enquiries? If so is the increase in ad spend a bad thing?
- Have you had a look at the search queries that have triggered your ad? You might find that your ad was triggered to show for keywords that are not relevant to what you have to offer. Look at the keywords that have triggered your ads and add keywords that you feel are not relevant to your offerings to your negative keyword list. In addition, have a look at possibly changing the match type of some of your keywords so that your ad is more targeted.
If you would like to know more about how PPC (pay-per-click) can help your practice please give Dental Design a call on 01202 677 277.
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