If your budget isn’t high enough, you’re not going to get a lead. At the end of the day, we believe if your cost per lead is a profitable and a reasonable number for you, there’s no reason not to increase your campaign’s budget. You’re guaranteed to get a return on investment so unless you’ve completely run out of time to take on new patients, you should continue increasing your budget for that campaign.
On the flip side, if your business is already struggling because of COVID-19, scaling back on your marketing isn’t going to help you repair your lost revenue. If you can’t increase your budget, at least keep it the same, otherwise, you will have to restart your entire campaign over again which can cause you to spend even more money down the line.
Another factor that plays into your PPC campaign results is your landing pages. If a prospective patients click on your campaign and visit an unsightly website that’s confusing or lacks a call to action, you’re not going to get results. Monitoring engagement metrics like quality score, bounce rate, and time on page for your campaign can help us determine if your landing page is the problem.
Lastly, your campaign must stay consistent. You can’t turn it on and off a dozen times and expect results. After we noticed many short-lived campaigns falling flat without results, we theorized that Google favors consistent campaigns. To put our theory to the test, our lead SEO specialist, Bob Weber, did some investigating.
Bob recently spoke to a Google Account Strategist who claimed that the first two to four weeks of a campaign are the learning period. After the second week, you should make the necessary adjustments to your campaign to deliver the results you want. Using their automated bidding strategies and correctly configuring the attributions can also lower this timeframe. They also claimed that if a campaign pauses for longer than two weeks, Google automatically resets the campaign and starts the learning period over again. With this new knowledge, we can conclude our theory was spot on.
In the end, if you’re not seeing results from your PPC campaign, you need to inspect your budget, landing page, or consistency. Geographic targeting, ad copy, keyword selection, negative keywords, scheduling, and demographics also come into play.