5 Reasons Your Google Ads Aren’t Converting (And How to Fix Them) | EP 1
Summary
TLDRIn this video, Ji Ro discusses five key reasons why Google ads may not be converting effectively and offers solutions. Topics covered include targeting the wrong keywords, poor ad copy, irrelevant landing pages, bad audience signals, and confusing conversion tracking. Ji Ro provides actionable tips for optimizing each area to improve conversion rates.
Takeaways
- 🔍 Targeting irrelevant keywords can lead to low conversion rates in Google Ads.
- 📈 Use different match types (broad, phrase, exact) to control how your keywords trigger ads.
- 🌐 Ensure your ad copy is relevant to the keywords you're bidding on to increase click-through rates.
- 📝 Dynamic keyword insertion can make your ads more relevant and improve conversion rates.
- 📍 Dynamic location insertion can add a personalized touch to your ads, increasing their effectiveness.
- 📝 Headline pinning can help control the order in which your ad headlines appear, improving ad performance.
- 📊 Landing pages should be directly related to the ad copy and keywords to avoid a disconnect with the audience.
- 👤 Researching your target audience's persona can help tailor your landing page to their needs and desires.
- 📊 Use tracking tools to analyze user behavior on your landing page and optimize it for better conversions.
- 🎯 Targeting the right audience signals is crucial; avoid targeting demographics that are unlikely to convert.
- 🔧 Clear and focused conversion tracking helps the algorithm optimize your ads more effectively.
Q & A
What are the top five reasons Google ads might not be converting?
-The top five reasons are: 1) Targeting the wrong keywords, 2) Poor ad copy, 3) Landing page issues, 4) Targeting bad audience signals, and 5) Confusing conversion tracking.
Why is targeting the wrong keywords a problem for ad conversion?
-Targeting the wrong keywords can lead to irrelevant traffic that doesn't convert because the users' search intent doesn't match the ad's offer.
How does ad copy affect Google ad conversion rates?
-Ad copy that is generic or doesn't relate to the keyword can reduce click-through rates, leading to lower conversion rates.
What is the importance of a landing page in relation to ad conversion?
-A landing page should directly relate to the ad copy and the keywords used. If there's a disconnect, the audience isn't likely to convert.
Why should you avoid targeting bad audience signals in your Google ads?
-Targeting the wrong audience can lead to low conversion rates because you're showing ads to people who are unlikely to be interested in your services.
How can confusing conversion tracking impact the performance of Google ads?
-If the algorithm is trained on multiple conversion events that don't align with the campaign's goals, it can lead to ineffective ad targeting and lower conversion rates.
What is the role of match types in Google Ads, and how can they affect conversions?
-Match types help control which search queries trigger your ads. Using the wrong match types can lead to irrelevant clicks and lower conversions.
What are some tips for improving ad copy to increase conversion rates?
-Tips include using dynamic keyword insertion, dynamic location insertion, and headline pinning to make ads more relevant to the user's search query.
How can you ensure your landing page is optimized for conversions?
-Research your target audience's pain points, desires, and objections, and ensure your landing page addresses these to increase the likelihood of conversion.
What audience signals should you consider when setting up your Google ad campaigns?
-Consider age, income, job titles, and in-market segments to target the right audience who is more likely to convert.
How can you refine your Google Ads targeting to improve conversion rates?
-Refined targeting involves adjusting your ad schedule, location targeting, and using audience signals to reach the most relevant audience.
Outlines
🔍 Targeting the Right Keywords for Google Ads
The paragraph discusses the importance of targeting the correct keywords in Google Ads for better conversion rates. It explains the difference between broad match, phrase match, and exact match types, and how they can affect the relevancy of ads. The speaker, Ji Ro, emphasizes the need to prune search terms and add negative keywords to optimize ad performance. The goal is to match the keywords with the landing page content to increase the likelihood of conversion.
📝 Improving Ad Copy to Boost Conversions
This section focuses on the quality of ad copy and its impact on conversion rates. Ji Ro points out that generic ad copy can deter clicks and thus lower conversion rates. He suggests matching ad copy with the landing page and using dynamic keyword insertion, dynamic location insertion, and headline pinning to make ads more relevant and effective. These strategies are designed to increase click-through rates, which in turn should improve conversion rates.
🌐 Crafting a Landing Page that Converts
The speaker highlights the need for the landing page to be directly related to the ad copy and the keywords used. He stresses the importance of understanding the target audience's pain points, desires, and objections, which can be achieved through persona research. Ji Ro advises on making the landing page mobile-friendly and visually appealing, and then suggests using tracking software to observe user behavior and make iterative improvements to enhance conversion rates.
🎯 Refining Audience Signals for Better Targeting
Here, Ji Ro talks about targeting the right audience to improve conversion rates. He mentions that targeting the wrong demographic or life stage can lead to poor performance. The speaker suggests using tools within Google Ads to adjust targeting, such as setting ads to run during business hours and targeting specific age groups and income levels. He also touches on using Performance Max campaigns to find lookalike audiences and target people in similar market segments.
🛠️ Clearing Up Conversion Tracking for Algorithm Efficiency
In this paragraph, Ji Ro explains how confusing conversion tracking can mislead the Google Ads algorithm, leading to a lower conversion rate. He advises cleaning up conversion tracking by removing unnecessary conversion events and setting clear, relevant goals for the algorithm to optimize. The speaker recommends using conversion tracking tools to feed back the value of leads to Google Ads, ensuring the algorithm works effectively to find the right customers.
Mindmap
Keywords
💡Google Ads
💡Conversion Rates
💡Match Types
💡Negative Keywords
💡Ad Copy
💡Dynamic Keyword Insertion
💡Landing Page
💡Persona
💡Performance Max
💡Conversion Tracking
💡Quality Score
Highlights
Five reasons why Google ads aren't converting and how to fix them
The misconception between the job of the ad and the job of the landing page
Importance of targeting the right keywords for ad conversion
Explanation of Google's different match types for keywords
The significance of exact match keywords for precise targeting
Pruning search terms to optimize ad budget and conversion rate
The impact of irrelevant keywords on conversion rates
The role of ad copy in conversion rates and how to improve it
Tips for creating effective ad copy that matches landing pages
Using dynamic keyword insertion to enhance ad relevance
The benefits of dynamic location insertion in ad copy
Headline pinning to control ad presentation and improve CTR
The importance of landing page relevance to ad copy and keywords
Researching a Persona to understand pain points, desires, and objections
Tweaking landing pages from top to bottom to improve conversion
Targeting bad audience signals can lead to low conversion rates
Ways to refine audience signals for better ad targeting
The confusion caused by multiple conversion tracking events
Advice on tracking conversions correctly to optimize the algorithm
Recap of the steps to improve Google ad conversion rates
Transcripts
hey guys welcome back to the conversion
clinic today we're going to talk about
five reasons your Google ads aren't
converting and how to fix them so this
is a big big Topic in the you know
Google ad space uh what we find is that
businesses out there are understanding
that your Google ads are meant to bring
sales right and there's big
misconception out there on the job of
the ad and and the job of the landing
page okay and we're going to get through
that later but let's go through the top
five reasons if you don't know who I am
my name is ji Ro and I've helped
generate millions of dollars from my
clients by fixing their ad conversion
rates a part of that has been learning a
lot on what works what doesn't across
different niches and not being naive
enough to think that just because it
works in one area doesn't work mean it
works for another and that's what I've
found um over the last several years so
let's go through them together let's not
waste time what are the top five reasons
your ads aren't converting so number one
it's usually because you're targeting
the wrong keywords relevant keywords so
if you don't know how it works already
Google uses different match types to
basically separate keywords and what
they do what that means is if you had a
lawn care company and you wanted to bid
on a keyword called lawn care services
if you set that to a broad match you're
ideally going to be targeting anything
under the sun related to the topic of
lawn care services so if a university
student is researching you know what are
Lan care services what are the things
around it even semantics it doesn't have
to say that exactly Lan care services it
could be a separate brand or anything
that you're going to enter in auctions
for it's really ridiculous right how
broad match Works phrase match is
becoming a little bit silly recently
it's starting to go outside of auctions
behaving kind of like a broad match at
the moment and whereas exact match the
third type um is basically if you got
lawn care services you only want to bid
on uh auction like enter your ads into
auctions where the term lawn care
services is exactly used in that exact
phrase right the idea here is to at the
start of creating your ad is to have a
really educated guess on if someone were
to hire me tomorrow what are the things
that they would type into Google exactly
and sometimes you might argue like oh
yeah they're looking for a lawn care
company or whatever and in that case yes
you could probably B on that stuff but
it's also they're using near me keywords
like la care services near me or stuff
like that right so basically you want to
start there and if you're budget
conscious then you might want to set
them all to exact match and if you find
that you're not getting enough
Impressions then release the exact match
and switch them all over to phrase until
you get to a point that you're tweaking
the heck out of them now from there your
only goal from there is to keep pruning
your Search terms so in the insights tab
in Google ads at least where it's moved
to at the moment it's in um search terms
and you'll see what people are actually
typing into Google to trigger the
keywords that uh you're bidding on and
so basically you want to prune these and
to make sure you're adding as much
negative keywords as possible so that
you're making the best use of your
budget and not wasting too much money so
how that how that works to your
conversion rate well when people are
typing in lawn care company near me and
they're going to a landing page that
says lawn care company near me and it's
everything to do with that well chances
are that that that person is going to
convert higher than going to another
generic landing page about you know some
blog or lawn care services and it's not
exactly matching you get the idea right
so that's the main thing um irrelevant
keyword so if the more you can tweak
that and refine your keywords over time
to like make it more silky smooth
finding the right people who are typing
the exact thing that you offer that you
sell then the higher likelihood your
conversion rate is going to go right up
the second reason is shitty ad copy so
what I mean by ad copy It's usually the
content in your ads what your ads say
the headlines descriptions all that kind
of stuff even things like site links and
that extracurricular stuff that you
don't really think about when you're
starting ads for the first time now this
is your Prime real estate you have a lot
of control over your ad copy if it's
generic as hell and it doesn't relate to
the keyword you're bidding on then
chances are people aren't going to click
on the ad and when people don't click on
the ad it lowers your conversion rate
well to the point that you're not going
to get as many sales in general right so
the idea here is to match the ad copy
the words that you use on your actual ad
and match that to the landing page try
to make it exactly the same as possible
so what I mean by that is if you're
trying to sell lawn care services right
then you'll probably want to make sure
the landing page is all to do with lawn
care services it's got a great offer
it's like answered all the objections
people have around your service um you
might go through uh you know to relate
to the audience's problem about wanting
the best Curb Appeal on the block or you
know want really healthy grass All
Seasons um throughout the year whatever
it is whatever their pain points are in
you've researched make sure that's on
the landing page but also in the ad copy
with that said um there are a few
pointers in order to make really great
ad copy that increases your conversion
rate because it's highly relevant to the
keyword you're using so the first tip I
have is to make sure you're using
Dynamic keyword insertion look it up if
you don't know but basically you can um
swap out headlines dynamically based on
the keywords you're bidding on really
really cool stuff right so basically if
someone's typing in lawn care services
then it's going to automatically add the
term lawn care services into your actual
ad my second tip is to use dynamic
location insertion so on top of the
keyword insertion you can dynamically
pull the person's IP address right
Google's smart enough to do this for you
and understand which city or suburb that
they live in or country and uh it can
automatically add that to the actual ad
copy itself it's really really cool my
third and final tip for the ad copy and
to make sure that you're increasing the
conversion rates is to make sure that
you're using headline pinning okay so
there's this thing with responsive
search ads where you can change the
pinning of headlines this doesn't apply
to Performance Max it applies to search
campaigns so you can use pinning
headline pinning in the way that you
dictate to Google in what order the art
should present itself okay so if in the
first pinning um you might have the
dynamic keyword insertion so that
because again I said people read left to
right in the western world if you're
targeting Western countries that might
apply to you but let's say they see the
keyword as the first thing on the left
hand side then ideally that'll increase
the clickthrough rate so you could set
that as the pitting one so it's always
in the first position of the headlines
in the second position you could have
that location one I spoke about right
and then you know that combo just having
those two headlines already increases
your click-through rate dramatically
which in turn your conversion rate so
with that said number three the pinning
of three doesn't always show up okay so
you might find that um you know you have
really great headlines in the third
pinning position but um you know in
certain orders it doesn't show Google
decides when to show them or not but
still good to have them in that case now
the whole reason why you'd want pinning
in the first place is so that you're not
wasting as much Budget on different
variations of the headlines cuz Google
if you don't set any pinning Google will
basically dictate to itself and it's
going to swap between those headlines
until it finds ones that work but the
other reason of not wasting all your
budget is that if you can imagine that
Google swaps all your headlines over and
you don't dictate in what positions then
it's going to do it forever like lots of
different times and can you imagine how
many what we call permutations like how
many different variations that's going
to swap between like 15 headlines times
four
descriptions how many different versions
coupled together is that going to make
and so you can imagine that's going to
take ages especially on a short small
budget to work out what works so let's
into the third reason why your
conversion rates aren't as good as you
expected with your Google ads and that
is your landing page and I want to start
with this but the other two were super
important so it might be an obvious one
now after we've kind of gotten through
this whole thing your landing page needs
to directly be related to the ad copy
and the keywords that you use it's a
trio if the keywords you're bidding on
don't relate to the landing page itself
then you know there's going to be a
disconnect you're not going to
conversion rate you want because the
audience is expecting to see something
else it's like clickbait right you don't
want to do clickbait on Google ads you
get penalize it you get lower quality
scores and guess what if you have lower
quality scores you have to pay more for
per click compared to another competitor
we'll go through that another episode
maybe so the best advice that I could
give you with your landing page is to
research a Persona so a Persona is
basically Research into the pain points
fears objections desires of some someone
who is looking for in the example lawn
care services and basically you're
trying to find what are their pains in
relation to wanting lawn care services
like what is that trigger event that's
wanting them to type that into Google to
find someone like a provider to fix
their problem what are the desires what
do they want out of it better curb
appeal do they want a green fresh lawn
all year around do they want somewhere
for their their pets and kids to play on
that's really nice you know what other
those desires and if they actually
decide to go ahead with you what are
their objections you're too pricey you
don't have a payment plan you guys seem
like you're a oneand done um you know
you guys seem new you don't know what
you're doing you know there's not enough
social proof for testimonials so these
are all the things you go through with a
Persona and there are a lot of scripts
out there I've got a YouTube video on
how to do this as well but basically you
want to understand a Persona so that you
can understand what to write on the
landing page it basically gives you
everything that you need to to right
okay so let's say you've got all that
down pack your landing page is fast on
mobile it looks great Etc then what you
want to do is keep tweaking from top to
bottom so what I mean by that is when
you've got everything down pat and your
conversion rate still hasn't improved
then start tweaking the first section
keep tweaking that headline and use some
tracking software like hot jar or you
know um there's quite a few software out
there for this where you can see what
the person is doing when they land on
the page
like it's records their screen and you
can watch where they bounce off okay so
if you keep tweaking that header section
and you notice that the more sections
you're tweaking you know one section at
a time you keep running ads to it test
it for a week and then you edit the next
section below that and you're seeing
that people are scrolling more and more
and more down the page on average then
you know your conversion rate goes up
you know because the more people spend
on your page the more time they spend on
your page the higher likelihood that
they are going to convert so the fourth
reason why your conversion rate isn't
working as well for your Google ads is
because you're targeting bad audience
signals so this could be anything from
you know if you're selling loan care
services it's probably likely that you
know you don't have teenagers and and
young adults uh hiring you for the
services they're more so diying or maybe
you don't have the lower income
households uh the bottom 50% or
something that are going to you know
take you up on your services but you're
targeting them with your ads anyway so
are there are ways to switch all that
stuff off there are ways to turn your
ads off during nighttime so that you're
not getting overseas spam traffic coming
to your ads you know so this is a big
reason why your conversion rate is super
low is because you there's still a lot
of metrics in your ads that need fine
tweaking with regards to that check when
your ad schedule is running are you
running at 24/7 can you change it to
your business hours so you're targeting
relevant audience um with the uh age
group so you're targeting the right age
group so you're targeting people who are
probably over 25 who likely are a bit
more mature bit more money um they can
hire your services for that way are you
targeting people who are 65 plus that
are probably in like a a home right and
uh they don't need your services like
you know what I mean like you keep going
down this little um audience in terms of
understanding who your main Persona is
who these people on average what do they
what criteria do they fit are they like
between 35 and 44 years of age uh are
they between the top 10 to 40% of higher
income households and then going even
deeper you can change audience signals
with like stuff like performance Max
campaigns and Display Network campaigns
where you can Target people who are
similar to the people who already filled
out a form with you or converters right
so you can find people who are kind of
like those converters on your website
and Target lookalikes and different
asset groups for performance Max so
which is really fun you know you can
test these things out but basically if
you your conversion rate is super low
it's because you haven't spent enough
time tweaking those audience signals to
find really great people so if all
things being equal your landing page is
great your your ads are great your
keywords are great if if we're talking
you know um search campaigns not that we
are right now um then yeah you do need
to refine the heck out of your audience
signals for performance Max in this case
so it's kind of like our reason number
one which was irrelevant keywords but
it's you're doing audience signals
instead so you're targeting even things
like other competitor websites you're
targeting people who genuinely visit
those websites as well you could be
targeting people who search for similar
things to your search campaign keywords
you know you can create different
audience signals you can Target people
who are in market for Home Improvement
um you just play around with it keep
tweaking it keep testing it right
there's really really cool things that
you can do you can run new experiments
inside of performance Max but yes that
is a reason why your conversion rate
would be low the fifth and final reason
is because your conversion tracking is
confusing the algorithm so what I mean
by that is sometimes you'll have lots of
different conversions YouTube
subscribers um web forms click to calls
click to emails actual phone calls
recorded and sometimes when you're
setting up a campaign um you might find
that all of them are triggered by
default or you haven't purposely
selected different ones and so the
algorithm is trying to be trained on
multiple conversion events or triggers
which is really bad it confuses the heck
out of the algorithm so you might have a
a subscriber on YouTube which is like
two bucks and then you've got a web form
that costs $400 to get filled out let's
say let's say that was the case um and
so can you see how that would be
confusing to the algorithm so if the
algorithm is trying to learn more and
more of who our ideal customers are and
what kind of psychographics they have if
you've got a YouTube subscriber over
here as a conversion event for your
campaign and you've got a lead form as
well and they're totally different
people at totally different stages then
you got to tweak your conversion
tracking get rid of all those
rudimentary you know really basic um
conversion events that are really
tricking your algorithm into thinking
that it's all these types of people when
it's not and uh you know basically that
a lowy conversion rate simp because you
don't have the algorithm working at its
best okay so definitely go through all
your conversion events your conversion
actions get rid of all the ones that you
know don't make sense for you to even
track or optimize the algorithm with for
all the other ones that you think are
cool to track but aren't necessary for
the algorithm to find better people then
just set them as secondary that's it um
but for the rest of it definitely track
your um conversions correctly track the
forms if you're using something like
what converts you can actually train the
conversion value so how much a lead was
worth to you how much money you made
from that lead and you can feed that
back to Google ads using software like
that highly recommend so as a quick
recap let's go through some of the stuff
we learned today so in order to improve
your conversion rate for your Google ads
and how to fix it we've gone through
irrelevant keywords for search campaigns
we've gone through ad copy and some tips
and tangible actionable items on how to
actually fix that your landing page
having a look at you know why it's not
converting and the steps in order to
take to improve the conversion rate for
that some tracking tools there audience
signals mainly around display and
performance Max and the different inar
market segments and you can even go into
job titles and things like that and then
you've got your conversion tracking
which is actually quite an important one
you know a lot of these should be reason
number one but they're all equally
important and you know these are just
the steps you've got to take in order to
troubleshoot all of that so you know at
the end of the day these might seem like
small adjustments um but they make a
huge difference when you're looking at
your conversion rate is probably the
most important metric for you to focus
on and so definitely take the time to go
through each of these and yeah good luck
let me know how you go and I'll see you
in the next episode thanks
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