Why is my PPC Not Working as Well Anymore?
Pay Per Click, otherwise known as PPC, is a staple in many digital marketing strategies and a centre point for results. However, a lot of brands are starting to notice that their usual PPC efforts are declining and not working like they once did.
But why?
A Shifting Consumer Landscape
The change in results is a combination of two things:
- Strategy shifts,
- Consumer behaviour changes.
Strategy Shifts
When we talk about strategy, in this scenario it’s both internal and external strategy. Externally, legislation has shifted in favour of consumer privacy, data protection etc. This is having an impact on how brands internally retrieve data and analytics from campaigns and how they can use that information for future activities.
Changes in Consumer Behaviour
Consumers are wiser than ever. They are so switched on to advertising which is affecting how they react to it; consumers are very sceptical. Behaviour has changed dramatically in the past 5-ish years and we have COVID largely to blame for acting as a catalyst.
What Can Brands Do?
To move forward and to keep producing great results, brands cannot rely on one singular marketing activity i.e. PPC; an omni-channel approach has to be adopted. Brands also have to be more human in their approach.
In practice, this looks like:
- Focusing on building an organic strategy to compliment PPC and other paid efforts.
- Creating other content such as blogs and videos to help translate the message that the PPC is trying to convey.
- Nurturing existing customers — it is cheaper to keep existing customers than it is to acquire new ones.
- Using remarketing techniques — invest in Google Analytics to see who is in the sales pipeline.
- Keeping up to date with industry news and trends — be at the forefront.
Marketing is still a long game and that isn’t changing anytime soon. It’s not enough to rely on a singular strategy anymore such as PPC. Brands have to consider the whole picture now more than ever in order to be successful.