When PPC Should Not Be Used

You know the importance of showing at the top of the search engine results page. You’ve heard the hype about Google Ads. As a business owner, you want to see if it would be a good fit for your own marketing mix. Not all marketing channels are created equal for all brands. Paid search is no different. 

There are several reasons why your business may not be ready (or need) to take the plunge into paid search. Below are three examples that I have encountered and how to fix them. 

You have poor or no online branding.  The best converting brands are going to be the ones that have a good reputation online and in person. Consumers do not want to feel catfished when they see an attractive ad, then click to your storefront and encounter a very different experience. Poor functioning websites and negative reviews online divert consumers.

Take care to build a strong presence and a solid website that conveys your mission as a business owner. Write content that focuses on keywords that matter to your business, and how consumers will search for it. Encourage your patrons to leave you positive reviews online. Business reviews help by affecting the algorithm in which businesses rank higher than others. Helping to optimizing will have positive affects on your PPC campaigns. 

You are very niche. Success with PPC comes down to playing the numbers game.  Your results of your campaign are going to link to search volume. After all, calculating conversions all starts with assuming a certain number of impressions. If there is not enough population in your location and you rely on local search, no amount of ad spend is going to change that. Without enough interest in your product in the form of search volume through branded and non-branded keywords, it will be hard to drive traffic that is looking for your product. 

Focus instead on building up demand for your product and recognition for your brand. Considering ways that you can branch out and serve other markets to tap into other sources of traffic. 

You don’t have a budget. PPC is not for the faint of heart. Its meant for businesses that are not banking on a $100 to make or break their entire fiscal year. If you are looking to dip your toe into paid search, plan to spend between $500 and $2,000 per month.

If you have a small budget and want to do PPC correctly, hire a consultant who aligns with your business goals. They will manage your budget and offer solutions that will convert at the highest rate.  As the old saying goes, its more expensive to hire an amateur. Take care to hire someone who is a Google Ads certified.  They will use tools like negative keywords lists, day parting, and keyword match types to help pre-qualify customers before they even click. There will be some initial costs to setting this up before the first conversion even rolls in. However, hiring a professional will make sure everything is set up correctly. It is always a perk if they have previous experience with working in your vertical as well!