Your PPC campaigns might not be doing well if your targeting is all wrong.

Your PPC campaigns might not be doing well if your targeting is all wrong.

When it comes to running a business, you will need a good plan of attack in the beginning in order to be successful. There aren't many business owners who just set up a business and are instantly successful. They will lay everything out and have a game plan along with goals to achieve so they can monitor their success.

But what if you have a good business plan and are still failing?

I actually came across one business owner who said he had a good plan but was losing money hand over fist. He hired me as a consultant and I found some key flaws in what he was doing, that he didn't know were bad for his business. After about 2 months of consulting he simply hired to me do the work for him since working online isn't all rainbows and unicorns, it's tough work if you want to do it right and be successful lol.

In this discussion I'll go over what I came across when working with this client who had a great idea but a horrible plan of attack.


Your Industry
When you think of doing something online, you need to know what industry you're going to have to target in order to make some sales. My client was targeting every consumer he could, but instead he should have been targeting business owners. What I did for him was change up some wording on all of his pages to focus more on the business owner and not the random Joe who comes to his website. Sure, the average Joe won't be ready to open their wallet, but the business owner would

After switching up the targeting from broad consumer to business owners, we noticed an up tick in his sales, conversions and overall ROI. Now he was still not making any money because of all the previous mistakes, but at least we were on the right track to re-coop his losses.

Your Demographic
My client wasn't sure what type of person he should be targeting, so if you assumed he wasn't targeting the right demographic, you're right! He was literally targeting anyone he could, this means he had teenager to grand parents clicking on his links he had running through PPC platforms. Each of the clicks from people who weren't making $150,000+ and between the ages of 25 and 55 weren't going to convert (most likely). We switched up his demographics and his clicks dropped but his conversion rates skyrocketed, as well as an increase in his ROI.

Basically we got even more targeted with his campaigns and he saw a much bigger spike in ROI since he wasn't wasting money on grand parents or teenagers, who don't own businesses, clicking his links. More than likely he was getting business owners to his pages, which would then turn into a sale

Your PPC platforms
Not all PPC platforms are created equal, which means you don't need to use all of them. Whenever I start a campaign I will usually go for Adwords of Facebook ads. I will avoid Bing Ads because 9 times out of 10 it won't work as well as they other two platforms to bring in sales.

I'll use adwords if I'm focusing more on business to business sales, like with my client I've been using as an example. Sometimes I'll sprinkle in some LinkedIn ads, but not often since they're super expensive to start. I'll opt for Facebook ads if I'm targeting the consumer because I can get my ads in front of specific people and have an insane conversion rate

Now I'm not ruling out Facebook for business and adwords for consumers, I'm just saying what I use for what lol. You can use adwords to bring in consumers and Facebook to bring in business owners, but from my personal experience you might not have as much success.

Split Testing
The client I keep referring to thought he had the best plan of attack, but he didn't split test a single thing. I logged into his accounts and saw that he only had one ad running at a time on each platform. I quickly set up a dozen more ads and watched to see what worked well. The losers were deleted while the winners fought for the title of "Best ad for my client" lol.

After a few weeks I finally got it down to 2 or 3 ads per platform, and it's no shocker that the ad my client had running was one of the first to get cut out of the race for poor performance. Another week later I chose my final 1 or 2 ads per platform and increased his daily spending limit, to which he was weary of but went along with it. After a week he saw a really nice ROI and asked how much I could increase his daily spending limit to lol



In Conclusion:
Your targeting can be the difference between a campaign that doesn't bring in a single sale after 30 days or bringing in 300 sales a day all month long. If you're going to broad with your targeting, don't expect to get rich overnight. Platforms that allow you to target your customers will take time to set up, which means there's not easy button lol. Take your time, set it up right the first time and split test everything!


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Thanks!

Razzy