Help with My PPC Campaign?

I’m having a hard time right now. I’ve spent roughly $1500 on a PPC campaign that’s been running for about a month or two now. My products are small kitchen appliances. I only offer 25 products that I’ve specifically chosen because they’re modern, sleek looking and they offer multiple functions, like a blender that also grinds coffee and juices, or an oven that microwaves and air fries, you get the idea. I’ve enjoyed less than a .3% conversion rate per visitor and I’m more than a little disappointed with this.

I’m not trying to boast here, but I think I’ve got some great products. I don’t think that everyone can afford what I offer, but I do think that upper middle class and upper class folks will eat this stuff up. It’s novel, useful, high end and modern. What am I doing wrong here?

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summer_lynn

First off, if you’ve got a budget in the thousands for PPC, you might want to look into hiring a professional company to manage your campaign. It’s easier than worrying about all this stuff yourself. When you only have a small budget under $500, then you might not have that option, so it’s just something to consider.

If you still want to manage your own campaign, here’s what I’m thinking your issues might be:  your landing page, and split testing.

Your landing page is so important when you’re running a PPC campaign. If your PPC ad is advertising a microwave oven that air fries or if you’re advertising the product by name, and when the person clicks through, they see a whole page of products, that user is going to click away. Unless you are offering super deep discount prices, you are not going to inspire any user to hunt and peck around your site to find the product.

You want each landing page to be clear and specific. It should look clean, neat and attractive. The product offering should be clear and the place to GIVE YOU MONEY should be clear as well. Your product description should be well-written. Working with professional copywriters is an excellent idea when you want to sell something and convert as many visitors as possible. I’m not talking about people that just randomly list product features and say “This product is so good.” at the end. I’m talking about the folks that can really play up your products the correct way.

Split testing is something that I personally find tedious. Even though I know a lot about PPC marketing, I still hire a company to manage my campaigns, because I’ve got other things to do. But split testing is simply drawing up several ads, and several landing pages, and testing out your campaign for one or two weeks, yawn. See what’s converting, then move forward with that campaign. You should split test every other month or so. Trends, weather, and people just change. You never know why an ad stops pulling.