You can get many benefits by using paid search advertising to promote your products. Of course, like any marketing strategy, it can be expensive to use. To help manage this, regularly monitor the results and performance of your campaigns, so you can find ways to fix any problems. Here are five signs that indicate that you may need to make changes to your PPC campaign.

You’re Spending on Your PPC Campaign Without Any Results to Show For

Ideally, during the course of a well-managed PPC campaign, your cost-per-click (CPC), which is the amount you spend on each click on your ad, should be getting lower. Reasons why your ads aren’t getting many clicks are varied. They could have been targeted in an incorrect audience. They could have poorly written ad copy. Here is a primer on targeting an audience and writing effective ad copy.

Your PPC Campaign’s Conversion Rates Are Low

The average conversion rate for paid advertising is 2.35%. This means that a mere 2.35% of people who see ads for your products or services actually buy something. If your conversion rate is well below the average, you need to adjust your paid advertising campaign to promote more successful ads.

To improve your conversion rates, you may need to take a closer look at your PPC landing pages. Language and design need to align with your ad, and the landing page should be simple for your visitors to use. When they arrive, can they understand what you want them to do right away?

You Have Too Many Ads and Keywords

It’s best to write a few ads per ad group, but you need to balance that against the number of keywords you’ll add to the campaign. If you have too many keywords, you risk sacrificing your ad’s performance and sacrificing the success of your campaign—a tradeoff that can backfire on you. The same goes for ads. You should aim for no more than 7-10 ads per ad group and no more than 15 keywords per ad group. Sticking to these limits will help keep your campaign manageable, which can improve your overall ROI.

You Aren’t Utilizing Negative Keywords

Whenever you’re creating a paid advertising campaign, you want to make sure you use the best keywords. You can do this by adding negative keywords, or keywords that you don’t want the ad to show for. Negative keywords make your advertising campaign more targeted and can help you avoid wasted ad spend by excluding keywords that won’t result in conversions.

Your Bounce Rate Is Too High

A high bounce rate indicates that visitors are looking at your ads but not converting. In this case, you may need to modify your PPC campaign. For example, you might amend the ads so they match the content of your landing pages. This way, users can see the connection between the ads and the landing pages, making it more likely they’ll convert.


We hope this article proves to be useful when it comes to helping you gauge whether or not you need to make changes to your PPC campaigns.  Be sure to keep everything we discussed here in mind so that you can make maximise your PPC campaigns. If you need more help with your PPC campaigns, we suggest reaching out to digital marketing professionals.

Co Media, a leading digital marketing agency in Melbourne, offers accessible professional services for almost all types of businesses today. Work with us today and reach your goals in no time!