Are you rushing and being a bit cheap (be honest) with the quality of your PPC campaign? Do you even have a clear idea of what’s actually running right now? 🤷‍♀️

Since moving into the PPC space for my clients, I've been shocked at what I've found.

Marketing and advertising success for SMEs in 2024 is harder to achieve and certainly more nuanced, than simply throwing more money at PPC.

🤸‍♀️ My discoveries..

↪ Just google a product or service, and you'll instantly see the standard of ads being put out there, is in a lot of cases shocking (check out your direct and indirect competitors too)

↪ Who is checking the copy, creative and tone of communication?  And what about the image and video selection?

↪ Many campaigns look and feel like a rush job to tick boxes to have the ads ‘out there’ and decisions are being made by the wrong people.

↪ There’s still a lot of random website designers, graphic designers, plus staff members and agencies, who aren’t connected to the industry, who are heading up or being hired to make key decisions about these campaigns….

📣 🧠 Key learnings

↪ Copy is just poor, and a mix bag of ‘how many kinds of relevant words’ can I fit into 30/90 characters. Ensure you spend an appropriate time trying out different variations and don’t devalue your service or product in the process..

↪ Paid social - ensure your copy isn’t too long, irrelevant, and off trend. Be more precise, open, and relevant to current trends.

↪ Make the right product selection – don’t try and advertise everything and everything unless they’re relevant, pinpoint your cash cows, new products, seasonally on trend ones and classic items that will always perform. (scale back your SKUs - if they're not selling, they won't magically start selling)

↪ Bad photography - badly cropped, dark, too fussy, or not aspirational enough, is 100% ruining customer first impressions.

↪ Bad video – shoddy choice of content, too ‘home-made’ (a big no for premium brands), over the top edits, and at times a bit old fashioned is a big no, no. There seems to be a lot of funny ‘sales presenters’ or owners appearing in paid media ads too...

↪ Bad graphics - ensure text is easy to read and to the point. Limit the use of ‘fancy’ graphics unless it really fits in with your branding or audience

↪ Its ok to have fun, too many brands are being overly serious!

👨‍💻 If you want to ensure your PPC campaigns are getting the first-class treatment they deserve, then drop me a line :)

#PPC #google #digitalmarketing #ecommerce