Last Updated on 2020-12-31 by ppcguybklyn
We all know that operating paid search and social advertising is not an easy task. It often takes a very long time to find the most appropriate keyword and advertising combination. But sometimes we will deal with some advertising accounts, no matter how many times we adjust and optimize, the advertising result is difficult to improve. Based on my experience, this article will sort out some industries or service types that are very difficult to operate PPC advertising and social advertising, and the most appropriate solutions I can think of.
What makes paid search and social advertising difficult
Before listing these difficult ad types, we have to discuss what factors make the management of PPC ads and social ads difficult. I think it can be summarized into the following three points:
- Organic search volume and reach for ad-related content is too low
The cornerstone of PPC advertising is based on search volume. The higher the search volume for products, services, and brands, the greater the space for advertising. Because this means that advertising has a way to slowly filter out the most efficient audience for advertising from among the huge search users. But if the organic search volume of the content we want to advertise is very low, it will be difficult to find keywords that can bring enough traffic. In the case of insufficient traffic, it is naturally difficult to convert ad clicks into revenue.
Social advertising is the same. If your own products are relatively not well known, then when planning advertising audiences, the reach of advertising is easily restricted. It is not a simple matter to obtain conversion from these limited audiences.
- Extremely competitive market
Contrary to the previous point, another reason that may make advertising difficult to operate is that the advertising products and services themselves are in an extremely competitive market.
For PPC advertising, a competitive market means that keywords must use very high bidding to get enough exposure, which in turn increases the conversion cost. If the product unit price or average purchase unit price of the advertisement is very low, The space where advertisements can operate is even more compressed.
The same is true for social advertising. If several of the same advertisements are delivered to the same advertising audience at the same time, then because of having more choices, the click and conversion rate of the advertisements will drop, and the conversion cost will increase.
- Advertising platform's specifications for content
Another reason that makes the operation of advertising difficult is the various specifications of the advertising platform itself. The most common examples are the following:
Registered trademarks and copyrighted content: If the advertising content contains other registered trademarks or well-known copyrighted content, it is likely that there is no way to pass the review of the advertising platform. We can only think of other ways to go around this regulation and create additional advertising content. But when there is no way to borrow these registered trademarks or the well-known content of the content, the performance of the advertisement itself will naturally be relatively poor.
Specially regulated service items: Advertising platforms will have very strict regulations on specific industries or service content. The largest cases are medicine, health food, real estate, and financial credit industries that are more likely to be involved in false advertising disputes. When reviewing the content of these advertisements, the review standards or procedures of the advertising platform will be particularly strict, which will cause a lot of trouble if you want to change the content of the advertisement to increase the effectiveness of the advertisement.
Discrimination, critical or sensitive content: In recent years, mainstream media and social platforms have paid more and more attention to whether their content will offend specific groups. Therefore, if the advertising content involves discrimination, criticizing consumers’ personal appearance or other sensitive content may not pass the review of the advertising platform. An example we are more likely to encounter is fitness or weight-loss products. When advertising on Facebook, it is likely that Facebook believes that the content of the advertisement is promoting the value of "slimness is beauty", which may be offensive to people who do not agree with this value, and the ads will not be able to run because of this.
After discussing the reasons that may make the operation of advertising difficult, we can discuss which types of advertising content will be a headache for advertisers, and some more effective ways to overcome them.
The most difficult paid search ads
As mentioned earlier, products and services with low search volume or over-competitive markets will greatly increase the difficulty of PPC advertising. The people who are most likely to encounter this situation are the newly created e-commerce brands. In order to profit, e-commerce brands usually choose product categories that already have a certain popularity and consumption, but because they are brand-new brands, there is hardly any organic search volume. If you place ads without planning at all, you will face the search volume of the brand itself is very low, but the company also faces a very competitive paid search market. The traffic brought in by the advertisement is usually interested in related products, but in the end, the audiences will choose well-known brands that they have heard of, which causes the conversion cost of the advertisement to be very high.
How to overcome
To make this type of advertising easier, we must start with brand awareness and website content. It is very difficult to succeed in PPC advertising without sufficient traffic generated by brand awareness and website content and instructions to attract consumers. We should use various relevant online platforms to advertise products and services and at the same time collect a list of potential customers, and plan detailed product service introductions and related website content, so that SEO ranking and organic search volume can be improved, After a certain degree of growth when the brand awareness and organic search have improved, consider placing conversion-targeted PPC ads, and the chances of getting conversions from ads will be greater.
Increasing brand awareness and SEO traffic is not something that can be done in a short period of time. Therefore, when creating a new e-commerce brand, you must plan for digital marketing so as not to waste valuable time and marketing budget.
The most difficult types of social ads
I think the most difficult types of social advertising are those products that require great attention to the content specifications of the advertising platform, such as the fitness and health products mentioned above. Due to the strict specifications of the advertising platform, it will be very troublesome to test different advertising content in A/B tests. At the same time, the advertising platform usually uses automatic algorithms to determine whether to reject these ads. To request another review from the platform we usually have to submit an application to the specialists for manual review. This can possibly lead to the advertisement being rejected by the advertising platform without warning at any time and then it will take several hours or even days before the advertisement can be renewed online. If the advertisements are delivered intermittently, it is difficult to have a good basis when analyzing the performance of the advertisements: whether the advertising effectiveness is not good at the time of delivery or the advertising copy is not well written? We probably won't know.
How to overcome
The way to overcome this problem is to read the advertising platform’s specifications for related products and refer to the advertising content of potential competitors. Ensure that all advertising content can meet the requirements of the platform before establishing an advertising campaign, and minimize the chance of unqualified review. This way we can avoid the situation of redoing all of the ads after the campaign, audience and design have been established, just because a certain part does not meet the regulation.
