3 Common PPC Challenges and How To Overcome Them
PPC is a constantly evolving landscape that brands and advertisers need to keep up with in order to succeed, with many common PPC challenges that need to be overcome along the way.
In our latest blog, we discuss how you can overcome these challenges and learn how to drive better ROI with PPC!
Top 3 Common PPC Challenges
Rising Competition and Costs
With more businesses investing in PPC, competition for high-performing keywords has intensified, leading to higher CPC (cost-per-click). These CPCs can eat up budget, making it difficult to achieve a strong ROI. Read more about the importance of CPC and other metrics for budget efficiency here.
How To Overcome Rising PPC Competition and Costs:
Niche Targeting: reduce your CPC and reach high intent audiences by focusing on long-tail keywords that capture said intent, whilst reducing competition. Higher cost keywords can be a huge drain on your budget – especially if you aren’t seeing the conversions to stay efficient. For example: instead of bidding on ‘digital marketing agency,’ bid on ‘affordable digital marketing agency for startups.’
Retargeting Campaigns: retarget website visitors and past customers with personalised ads, increasing conversion rates without needing to constantly attract and rely on new traffic.
Geo-Targeting and Ad Scheduling: optimise bids for locations and times that drive the best conversions, preventing unnecessary ad spend in low-performing areas or during time periods that are ‘off-peak.’
Staying Ahead of Platform Changes
Google Ads, Microsoft Advertising, and other platforms continuously update their algorithms, bidding models, and ad formats. If advertisers don’t adapt, they risk losing visibility, efficiency, and ultimately falling behind the competition.
How To Overcome PPC Platform Changes:
Follow Industry Trends: stay informed by following trusted PPC blogs and sources such as like Search Engine Land, PPC Hero, Google Ads Blog, and Circus PPC (😉) for algorithm updates, new ad formats, and the all of the information you need to remain ahead of the game.
Utilise AI-Powered Bidding: Google’s Smart Bidding and Microsoft’s Automated Bidding adjust bids in real time to maximise campaign performance while keeping costs under control and line with your daily budget.
Test and Adapt Quickly: never stop testing! By regularly A/B testing different strategies in your PPC account, you can identify and evaluate what works and what doesn’t work alongside the newest platform updates.
Managing Resource Constraints
Small businesses or marketing teams with limited budgets, expertise, and time often struggle to manage PPC campaigns efficiently. Without the right tools, campaign optimisation can become time-consuming and costly.
How To Overcome PPC Resource Constraints:
Prioritise What’s Working: if resources are limited, focus on getting the most from your budget and driving any spend towards best-performing areas and strategies.
Leverage Automation: some campaign types such as Performance Max are AI-driven, and can automate bid adjustments, audience targeting, and reporting. Third-party platforms that help flag account issues, write ad copy, and help with organisation are also extremely useful for those with limited resource.
Work With Specialists: we might be biased, but the best possible solution for those with limited resource is to outsource your PPC management to specialists. There is a cost that comes with that management, but the knowledge and expertise that comes along with it can take your account to the next level, driving you closer towards your KPIs, achieving the best possible ROI and making sure that PPC is working for you!
Read about how we turn LESS BUDGET into MORE REVENUE for our client, Booths.
Final Thoughts: Turn PPC Challenges Into Opportunities
PPC often presents challenges. However, they can be overcome with strategic targeting, automation, and adapting to the fast-paced and ever-changing PPC industry. By doing so, you can maintain cost-effective campaigns that drive higher conversions, generate a stronger ROI, and ensure your budget is working in the most efficient way possible.
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