Have you spent the time setting up Google AdWords? You’ve probably heard that others have found great success with an AdWords campaign. And, you thought you would find equal results when you rolled out a campaign of your own. So, why isn’t Google Ads working for you?
Did you publish your campaign and wait patiently (or not so patiently) for success? Is your campaign still not performing as well as you think it should? You aren’t alone, and there are some common areas where Google AdWords campaigns can fall short.
In this article, we’ll identify some of the crucial areas that might be causing your ad campaign to flounder. We’ll also talk about what you can do to improve those areas and see your Google Ads campaigns become successful.
How Google AdWords Works
If this is your first foray with Google AdWords, here’s the short version of how it works. You select keywords to bid on that accurately represent your product or service. Once you’ve done this, if someone searches this keyword, your webpage has the potential to be returned as a result.
Google AdWords is a pay-per-click platform. If someone clicks on your returned result, there’s a cost associated for you. Your goal with an AdWords campaign is to choose keywords that result in search returns that get your purchases.
If you successfully do this, your revenue-per-click will outweigh your cost-per-click and you (and your business) will be in the black.
Where to Start When Evaluating Your Campaign
First things first. You need to rule out a technical issue on your end. This can best be done by utilising the “preview” tool.
Simply move over to your tool tab to find the preview option. If everything shows up properly here, you know you aren’t dealing with a technical issue.
Once you’ve ruled out this possibility, you can turn to the content of your campaign. It’s likely you’ll find areas here to improve upon. Here are some of the more common issues.
1. Evaluate Your Landing Page
Your landing page is the first contact your future customer is likely to have with your business. If your landing page is ineffective, you’re going to start losing customers.
Has Google sent people to a home page instead of a landing page? Not seeing the results you crave? You may want to consider using a dedicated landing page that works with your current advertising campaign.
Landing pages are designed specifically to funnel your customers to where you want them to be. Whether you need them to sign up for an email list or make a purchase, your landing page will help make it happen.
If you aren’t sure where to begin with creating your own landing page, consider using a landing page tool. This can make building your own landing page easy. Even better, it will help streamline your audience’s experience and make your goal crystal clear.
Do you already have a landing page? Reevaluate how it’s structured and check that you’ve achieved the following:
- Make sure you’re making your consumer’s purpose at the page very clear.
- Ensure your call to action is appropriate and well-placed.
- Check that your visuals complement your business.
2. Check Your Written Copy
Your written copy is the heart of your marketing. A poor product or service description won’t result in the sales you’re looking for. When you’re evaluating your copy, keep the following in mind.
Target the Appropriate Audience
If you haven’t done this yet, identifying your target audience is the key to successful sales. Once you have identified your audience, you need to make sure you’re writing to that audience.
Selling a product or service that will benefit a senior citizen? Have you written the ad like you’re targeting a millennial? You aren’t likely to get the results you’re looking for.
When you’re putting together your description, you want to accomplish the following:
- Catch your targeted audience’s attention.
- Increase your audience’s interest in your product.
- Convince your audience that your product is beneficial to them.
- Provide a call to action that will inspire your audience to purchase your item.
Rewriting your copy with these goals in mind can take a mediocre pitch to an incredibly effective one.
Don’t Forget the Details
Your copy should be chock-full of relevant details and information. This is going to sell your product. Since your customers can’t touch the product or see it in person, conveying why they should make the purchase is critical.
You won’t have your audience’s attention for long, so it’s important you make this segment short and sweet. While it can be difficult to get the level of detail you need without compromising on length, it can be done. Stick to using powerful keywords and descriptors—and omit needless words whenever possible.
Don’t Make False Promises
Your copy needs to accurately represent your product or service. Your keywords should always reflect what you’re actually selling. This will help ensure you’re bringing potential customers to your webpage, and not people who are searching for something different.
If you are misleading customers, you aren’t likely to make those sales. If you aren’t pulling in the revenue-per-click you need to compensate for the price-per-click, you are losing money on your campaign.
Even worse, providing false promises can get you a bad reputation. Not only will you lose the customers that your lies directly impact, but they can also ruin your online reputation. This can negatively impact your ability to attract new customers.
3. Assess Your Images
We’ve just gone over how important the text of your descriptions is. Even if your written copy is excellent, you run the risk of overwhelming your visitors with large blocks of text. Using well-placed, quality images can help break up text and keep your visitor engaged.
This is especially true for any product images. They should always be high resolution and good quality. Remember that these images are the closest your customer will come to getting to see and touch the product before purchasing. It’s very important these pictures give a good representation of your product, or they may not sell.
Not selling a physical product? Services and platforms can also benefit from photos. Include pictures of the end result of your service or screenshots as applicable. This will help your potential customer see exactly how your product will benefit them.
4. Use Negative Keywords
You’ve spent time crafting the perfect copy that contains plenty of targeted keywords. You’ve bid on words you think will make your campaign stand out from the rest. That’s just the first step.
Now you need to help Google identify what your product isn’t. If your page is being returned for search enquiries where it isn’t relevant, you’re likely losing money.
Using negative keywords helps ensure your page is only being returned to customers interested in what you have to sell. This makes it more likely that someone clicking on your link will follow through with a purchase.
5. Target Your Ads
Once you’ve made the improvements to your description and implemented negative keywords, start focusing on how your campaign is being targeted. Don’t feel like you should pick one pony here. Instead, opt to use all three kinds of keyword targeting.
Do you think that one of these approaches—broad match, exact match, and phrase match—will be more helpful to you than the others? That’s alright. Implementing all three will help ensure you don’t miss out on a potential opportunity.
While you’re here, go ahead and separate your ad groups by the type of keyword used. This will help keep your campaign properly organised and make maintaining your campaign hassle-free.
If you haven’t found success with your campaign so far, consider turning on geo-targeting as well. This is especially helpful if you provide a physical surface. It will enable you to target a specific geographical location where you believe your audience is more concentrated. In turn, this will bring your website to more people who are likely to become customers.
6. Remember Your Mobile Users
A significant part of your audience is probably trying to access your website via a mobile device. If you don’t have a mobile-friendly advertisement campaign, you may be losing customers.
If your website is difficult or frustrating to use on a mobile device, your audience won’t linger. You’ll also have the ability to customise your call to action to be functional for a mobile user. For instance, a chat now button on a website can easily become a call now CTA on a mobile device.
7. Implement Tracking
If you haven’t done so already, understanding how successful your campaign is at conversion is crucial to your business. Tracking your conversions will allow you to see when your campaign is achieving its goals.
Once you have conversion tracking in place, you’ll be able to test small changes. It can be easy to believe that once your Google AdWords campaign is set up it will maintain itself. This simply isn’t good business practice.
Instead of leaving your Google AdWords campaign alone, you should be tracking your conversions—and running thorough tests. Be aware that even when your business is doing well, it could probably be experiencing growth. Running tests to see how different keywords and structures play into your conversion rate can help your business.
Once you have a tracking system in place, you can begin to run tests. If you aren’t sure where to start with testing, here are some ideas:
- Change your keywords or negative keywords.
- Use alternative descriptions.
- Change your page layout.
- Change your call to action.
- Swap out your current landing page for an alternative version.
Nothing is off limits when it comes to running tests in the quest for the ultimate optimisation. The only real rule is that you change and monitor only one piece at a time. This ensures you know exactly what piece has caused greater—or lesser—return.
8. Don’t Forget to Use Remarketing Campaigns
Remember that many online purchases happen because you’ve caught a potential customer at the right moment. Sometimes, you catch the right customer at the wrong time.
If you don’t have a remarketing campaign in place, you won’t be able to target that customer again in the future. However, if you take advantage of the Google AdWords remarketing feature, you can touch base with that customer again in the future.
This is how it works—Google pulls the images and information your customer encountered from your page. This mini-ad will helpfully make itself into your customer’s feeds and website ads. The hope is that you’ll catch that right customer at the right time in the future.
Out of sight is out of mind. Sometimes having that advertisement reappear can remind the customer of the purchase they meant to make. If they’re in a position to take that final step this time around? You’ve scored a sale you would have lost without the remarketing campaign in place.
Not only does having a remarketing campaign in place make sense, but it’s also incredibly easy to do on Google’s platform. You have nothing to lose—and sales to gain—by implementing a remarketing campaign.
Don’t Give up on Your Google AdWords Campaign
If your current campaign is underperforming, it’s crucial that you look at your campaign with a critical eye. Identify where your strengths—and weaknesses—lie, so you can make the required adjustments to see success.
Don’t become overwhelmed by the process. It’s likely a few minor changes can make all the difference in the world. Begin by assessing the foundational pieces discussed here—your landing page and written copy. From there, you can analyse the more minor components of your campaign, to achieve the success you’re looking for.
Continue to track your website’s conversions and keep detailed records of your data. From there, implement appropriate tests.
Yes, testing does take time. You need to ensure you’re using the right call to action, the right keywords, and the right descriptors for your audience. Once you start to see the success you’ve been looking for, you won’t mind the short wait that accompanies testing.
Google AdWords can work for you—just like you’ve seen it work for others. All you need is a little perseverance and a willingness to embrace needed change.