Why Traditional PPC & SEO Is Failing

Over the last 12 months, there has been a very clear and very concerning trend emerging as search results continue to plummet. In short, as consumer confidence crashes, so does search intent.

But do not despair, there are actions you can take to find out exactly why your PPC and SEO results have dropped. Once you’ve identified the causes, you can then work on a plan to help restore your ads and compensate with a robust paid search strategy. 

As consumer confidence looks set to continue to plummet, here we address the specific reasons why traditional PPC and SEO is no longer giving you the results they once did, and how you can compensate with a robust paid search strategy. 

 

Cost of living crisis #

In this day and age, it doesn’t matter if you have a great product, an amazing website, or a well thought out PPC strategy, if the external factors are too great of an issue, such as a cost of living crisis, then traditional PPC and SEO won’t work.

Even if your ad copy is eye-catching, and your demographic is carefully selected, while the cost-of-living crisis takes hold, you just won’t see the results you so desperately crave. 

A drop in search results can sometimes have nothing to do with your output, while any Google Ads Specialist would be the first to agree that external actions can have a monumental impact on your PPC and SEO. This is why it is even more important to make sure that your PPC strategy is robust in order to weather external factors and decreasing consumer confidence.

Google trends show substantial decrease in Direct and Organic Search #

Poor PPC results can occur for multiple reasons beyond your control. Google’s search algorithms are constantly evolving, as is the world around us. That said, simply ignoring these trends is something we would not recommend. 

Google trends is a good place to start as it can help you gauge your planned response to anything outside of your control. Simply put, ignoring key trends can be heavily detrimental to your results so, rather than trying to absorb the loss, put plans in place to mitigate it. 

As we discussed in our previous article, it’s now more important than ever to understand search trends, especially in these very uncertain times. 

There is lower demand and search volume #

Businesses from across the globe are finding lower demand and decreased search volume for search terms that were once the main drivers of their PPC and SEO. 

In the past, it wasn’t the end of the world if people got caught up in creating content, but nowadays, if you are neglecting your PPC basics as a result, you may be digging yourself an insurmountable hole. 

There is no denying that we are seeing a serious decline in demand, which is therefore negatively impacting search volume, so it’s important to invest in help from experts like us here at PPC Geeks before demand and search volume gets even lower. 

Decreases in keyword specific searches #

SEO is extremely keyword focused, so any decline in keyword specific search volumes is likely to have a significant impact on your results. Decreases in keyword specific searches are proven to be hugely significant as to why SEO is no longer working

SEO and keyword research is a complex topic with numerous moving parts, so it’s extremely hard to get ready for a significant decline in keyword specific searches, especially without any additional way to expand your reach. 

That said, with the help of your Client Manager, we can help you get ahead of any decline that may be coming your way by helping you put together a robust plan and laser sharp execution strategy, supporting you in running any campaign you wish. 

Improving PPC Reach & Targeting is now more important than ever before #

The focus on specific keywords to drive engagement is not as important as it once was because nowadays, if you have organically optimised pages for a keyword that has rapidly decreased, you get less engagement no matter what. Organic SEO is keywords focused, so any dip in keyword specific search volumes will impact Organic Search without any additional way to expand reach.

To improve your reach, you should look at expanding through highly targeted PPC that is less reliant on specific keywords and more reliant on targeting an audience. With Paid traffic, we can expand audience targeting with Performance Max, Broad Match, Dynamic Search Ads, etc. and across multiple channels and audience segments. This makes it easier (still not easy, but easier) for Paid search to maintain consistency in volume. We can then refine all those methods of audience expansion and targeting by using machine learning and artificial intelligence to refine expanded reach into good traffic.

By considering reach and targeting, rather than solely focusing on keywords, PPC Geeks can help drive robustness, and in this current climate, our knowledge is more valuable than ever before. 

PPC Geeks: A robust new way of marketing  #

Here at PPC Geeks, we have an award-winning team of specialists, data analysts and expert consultants, so when it comes to abandoning old forms of marketing and adopting new ones, we have very experts in place to ensure that accounts are reviewed, analysed, and optimised to the highest possible standards during the transition, so you never have to be concerned about plummeting results ever again. 

Our data experts understand exactly how to read data, test key performance areas, train the Google Ads artificial intelligence, manipulate bidding strategies, increase ROI and target relevant audiences at the relevant times. In doing so, we do everything in our power to make sure your ads perform and succeed, no matter how uncertain the times. 

We take the guesswork out of performance and make solid decisions based on in-depth data analysis, but also analysis of ongoing geopolitical trends too. This means that when your SEO and PPC campaigns aren’t performing, we are always ready to pivot and change strategy when needs be. 

We pride ourselves on what we achieve for our clients on a daily basis, be that results or a sense of calm knowing that we’re abreast of every possible situation imaginable. So, if you want to work with one of the top PPC agencies in the country, then PPC Geeks is the place to be to make sure you are prepared for every outcome.