Google Ads Not Converting - Discover Why (and How to Fix It)

Summary

This video script offers a comprehensive guide to diagnosing and fixing issues with Google Ads campaigns that aren't yielding conversions. It covers essential checks such as verifying conversion tracking, refining keyword targeting, ensuring ad URLs lead to functional landing pages, and scrutinizing campaign settings. Additionally, it advises checking for website changes and evaluating the competitiveness of the offer itself. A bonus tip is provided for confirming conversion tracking by simulating a purchase from clicking on an ad.

Takeaways

• 🔍 **Check Conversion Tracking**: Ensure your conversion tag is active and correctly set up to track conversions.
• 🛠️ **Use Google Tag Assistant**: Utilize Google Tag Assistant to diagnose issues with your conversion tags on specific web pages.
• 🎯 **Keyword Targeting**: Review your search term report to ensure your keywords are relevant and not driving irrelevant traffic.
• 🔗 **Check Ad URLs**: Verify that your ads are directing to the correct landing pages and that these pages are operational.
• 📚 **Landing Page Review**: Go through the conversion funnel on your landing pages to identify any issues that might prevent conversions.
• 🌐 **Other Traffic Channels**: Investigate if there are conversion dips in other traffic channels, which could indicate a broader website issue.
• ⚙️ **Campaign Settings**: Audit your campaign settings to confirm that they are correctly configured and not causing the lack of conversions.
• 🛑 **Website Changes**: Inquire about any recent website changes that might have disrupted the tracking or functionality related to Google ads.
• 🏆 **Evaluate Your Offer**: Honestly assess the quality and competitiveness of your offer; a poor offer will struggle to convert regardless of traffic.
• 💡 **Bonus Tip**: Test your own ad by going through the conversion process to ensure the tracking is working and identify any potential issues firsthand.

Q & A

What is the first thing to check if you're not getting conversions in your Google Ads account?

The first thing to check is your conversion tracking. If your conversion tag isn't working, you won’t register any conversions. You can check this by going to Goals > Conversion Summary in your Google Ads account, and using tools like Google Tag Assistant to ensure the tag is firing correctly.

How can irrelevant keyword targeting affect your conversion rate?

Irrelevant keyword targeting can send bad traffic to your website, which is unlikely to convert. For example, if you sell tractor parts but are attracting searches for entire tractors, the traffic won’t convert. You should review your keyword targeting by checking the search terms report and adjust your keywords to attract more relevant visitors.

Why is it important to check if your ads are sending traffic to the correct page?

If your ads are sending traffic to a broken or incorrect page, potential customers will not be able to complete the conversion. There have been cases where ads directed users to a 404 error page, causing missed conversions. Always click your ads to ensure they lead to the correct and functioning landing pages.

What should you do once you’ve confirmed that your ads are working properly?

After confirming your ads are working, you should also verify the functionality of your landing pages. For lead generation, fill out a form or call the number, and for e-commerce, go through the purchase process to ensure there are no issues with the page or the funnel that could prevent conversions.

Why is it important to check other traffic channels in addition to Google Ads?

If you're seeing no conversions in Google Ads, it's important to check other traffic channels (e.g., organic, direct, or social) to determine whether the issue is specific to Google Ads or a broader website issue. If conversion rates are down across all channels, it could indicate a site-wide problem.

How can campaign settings affect your conversions?

Improper campaign settings, such as targeting the wrong locations or audiences, can prevent conversions. For example, if your business only services the United States, but your campaign is targeting other countries, your ads will be shown to the wrong audience, leading to wasted clicks and no conversions.

What is the significance of website changes in the context of Google Ads conversions?

Website changes can impact how Google Ads traffic is tracked and attributed. Backend changes, SEO tweaks, or cookie scripts can break attribution or cause issues with how traffic is processed, leading to a loss of conversions even though traffic is still coming through.

What should you consider if all technical aspects of your campaign are functioning correctly but you're still not getting conversions?

If all technical aspects are working but you're still not seeing conversions, it might be an issue with your offer. You should evaluate whether your offer is clear, competitive, and aligned with customer expectations. A weak or unclear offer will fail to convert, no matter how much traffic you drive.

What can you do to test the conversion tracking of your campaign directly?

You can test your conversion tracking by performing a search that triggers your ad, clicking on it, and then going through the conversion process. For e-commerce, make a purchase, and for lead generation, fill out a form or call the number. Within 24 hours, you should see the conversion register in your account.

Why might it be important to evaluate the competitiveness of your offer when running Google Ads?

If your offer isn't competitive in terms of price or value compared to others, potential customers may not convert, even if everything else is functioning properly. Evaluating your offer ensures that it's attractive enough to entice visitors to choose you over competitors.