3 Signs That You Need To Rethink Your LMS PPC Strategy

While running a PPC (Pay-Per-Click) campaign is one of the most fruitful ways of marketing your Learning Management System (LMS), turns out there’s more to it.

Things like improper targeting, wrong keywords and weak content thin down your LMS campaign’s chances of performing too well. Result? You end up throwing money for nothing, which can never be a good thing.

In this post we talk about why you might need to rethink your LMS PPC strategy and how to really go ahead for the new one.

Signs that your LMS PPC Strategy needs a fix

1. Bounce rate is too high

Users bouncing off of the webpages is something that we can’t stop. No matter how good you optimize your landing pages, there’ll always be users who’d pogo stick or just leave for no legitimate reason. But that’s fine. That’s generally the lot that won’t pay even on a good day.

Problem occurs when the bounce rate is usually high for all audience types.

One reason for this can be inadequate or overuse of keywords.

Consider this:

You used a keyword planner tool and came up with a thousand keyword ideas. Now, you’d need to weed out the redundant keywords and pick those with the right buyer intent and a decent search volume. And if in case you don’t do that, your ads will get fewer clicks and most of the traffic coming to your LPs will bounce.

Your best bet here is to stop bidding for keywords that are broad match and coming at a high cost. Instead what you can do is double your spend on keywords which are already producing results for your campaign.

3 Signs That You Need To Rethink Your LMS PPC Strategy

2. Low Click Through Rate

Another factor killing your conversions before you even start off is a low CTR.

You dressed your ad-copy with everything great that you could have come up with and launched the campaign targeting it with the right keywords. Still failed at getting desired results?

Well, your ad-copy might be hindering your success here.

Your ad-copy is something that every user will see before they see anything else (including your offer). Failing to impress with that means failing at selling before you’re even heard.

So, work on it. Create actionable content for your ad sets and keep it as concise and appealing as it can get.

Tip: Never make promises that you can’t keep.

For example, trying to sell a $30 LMS software knitting eLearning courses about keeping employees jolly at the workplace with a 7-day free trial won’t get you anywhere. In fact, it might irritate your users.

3. You’re earning leads, not profit

Another sign that you need to rethink your PPC strategy is this. Being able to generate leads but not being able to convert them further.

While a scenario like this might annoy the best of us, it generally happens due to the lack of lead quality.

For example, due to improper targeting or inadequate ad sets, your campaign might reach out to the wrong audience. Now as your ads are being displayed to this audience, they might have looked for something remotely related to your niche (not particularly what you are selling).

Now, if they sign up, you’d have a lead. This lead would have costed you money. But did it make you any? Certainly not! This simply means that you need to rethink and rework your LMS PPC strategy.

LMS PPC campaigns are a great way of driving quality traffic and sales for your business. These work like a charm at generating leads. But for that to happen, conversion rate optimization is really needed.

In this post, we talked about the signs that indicate the need for a fix in your LMS PPC strategy.

We hope this was useful.
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