Seo advertising

Actual SEO Media, Inc. explains why PPC ads don’t always work the way they should

Learning from mistakes can allow a business to grow and develop further.

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Many factors can affect the performance of pay-per-click ads during a campaign.

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Actual SEO Media, Inc.

Many factors can affect the performance of a PPC ad. Don’t be disappointed if the results are not as high as expected. Instead, work on improving it.

HOUSTON, TEXAS, USA, September 1, 2022 / — Not all pay per click (PPC) ad will show expected results, and Actual SEO Media, Inc. has some insight into why this might be happening. A drop in search volume can be alarming, especially when it means a business could be missing out on several business opportunities. Every missed click means a competitor is taking customers away.

If a company notices that the volume of clicks on its PPC ads is decreasing, it’s time to dig deeper. A business should know the basics of analyzing the performance of a digital advertising campaign below the surface. If further digging is needed to resolve the issue, an expert online marketing company can offer more in-depth advice and assistance.

When discussing PPC ads and click volume, an important thing to understand is click-through rate (CTR). This metric hasn’t changed for many years since PPC ads became a popular way to advertise on the Internet. It is a relatively simple formula to understand. This is the number of clicks an ad receives divided by the number of impressions, i.e. the number of times it is shown:

Clicks / Impressions = CTR

Although it sounds simple, it serves many vital purposes. For example, CTR is used in the following applications:

– Measure the relevance and quality of ads
– Identify the competitiveness of keywords and ads
– Analyze variances between campaign budgets and keyword bids

Now, when analyzing the performance of an advertising campaign, this will align better. There are about four general reasons why a PPC ad fails to meet expectations.

1. Quality level

As a general rule, an ad’s Quality Score rating shouldn’t be the final factor in determining whether an ad is “good” or not. However, sometimes looking deeper into this metric can reveal some issues that could be improved. Ad Quality Score measures several factors of an ad, namely expected CTR, ad relevance, and landing page relevance.

Why is Quality Score important? Quality Score has a direct impact on how often ads are shown. Not to mention, this will also affect how much a business has to pay per click. Fortunately, platforms like Google Ads will give a detailed view of each domain, so there’s no need to guess what the problem is.

2. Low impressions

Maybe the CTR has remained stable, but there is still a decrease in click volume. The issue behind this may be diminished prints rather than quality issues. There are several possible factors, the most common being seasonality, an updated bid strategy, or new negative keywords.

Seasonal products and services will experience peaks and troughs in demand, which is natural. If a company updates its bid strategy, there may be a mismatch between the daily budget and the target goal. A large gap in expectations can lead to lower impressions. Finally, if a company has recently tightened negative keywords, they may have over-restricted, causing conflicting negatives that prevent ads from showing when they should.

3. New listing

After being in the industry for a long time, companies are sure to feel confident about the new advertisements being released to the public. Only for that expectation to be reversed when click volume drops from previous ads. However, if the company thinks about it, it’s not too hard to figure out. Every time a company updates an ad campaign, especially when there’s a change in copy, the campaign reverts to “learning mode.”

Before launching a new advertising campaign, it is better to test it before replacing all the old ones with the new one. This way, a company can avoid a sudden drop in performance.

4. Competitors

On the market, competition is to be expected and welcomed. Competition can drive a business to strive for better results and not let ads stagnate. However, the consequences and losses that competition sometimes brings cannot always be controlled. For example, a competitor may simply have a bigger budget or more interesting ad copy.

Although a company cannot control what the competitor does, it can certainly control its own response to the situation. From improving budgeting to updating ad copy, there are a number of ways to respond to a situation where the business is losing out to the competitor.

It’s not over if a PPC ad campaign does worse than initial expectations. Take a step back and analyze the underlying details to identify the cause. As with any marketing campaign, each unsatisfactory result is just part of the learning process to keep improving and driving sales.

As a leader Houston SEO company, Actual SEO Media, Inc. encourages its clients to further expand their online presence. By harnessing the power of search engine optimization, the company helps businesses increase their online visibility and establish a stronger Internet presence. This company helps local clients track their pay-per-click advertising campaigns to ensure maximum brand visibility and awareness. For more information, contact the office at (832) 834 – 0661 or by email at

Jamin Mootz
Actual SEO Media, Inc.
+1 832-834-0661
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