Google Ads Not Converting - Discover Why (and How to Fix It)
Summary
TLDRThis 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.
Outlines
🔍 Diagnosing Conversion Issues in Google Ads
The paragraph discusses a common problem faced by advertisers where their Google Ads campaigns are generating clicks and impressions but no conversions. The speaker suggests checking the conversion tracking setup as the first step, ensuring the conversion tag is active and correctly firing. They also recommend using Google Tag Assistant to diagnose any issues with the tag on the website's pages. The importance of checking if the tag is firing correctly on pages like 'thank you' pages after a purchase is emphasized.
🎯 Improving Keyword Targeting for Better Conversions
This section focuses on the importance of keyword targeting in generating conversions. It points out that irrelevant traffic due to poor keyword targeting can lead to zero conversions. The speaker uses an example of a company selling tractor parts that was getting traffic for 'green tractors', which they do not sell, illustrating the issue. They advise checking the search term report to see what terms are triggering ads and suggest refining keyword match types to avoid irrelevant traffic.
🛒 Ensuring Ads and Landing Pages Are Conversion-Ready
The speaker advises checking if the ads are directing traffic to the correct landing pages and if those pages are functioning properly. They suggest clicking on the ads within the Google Ads account to ensure they lead to live, working pages. The importance of testing the entire conversion funnel, such as filling out forms or making a purchase, is highlighted to ensure there are no issues preventing conversions.
📊 Analyzing Other Traffic Channels for Conversion Clues
Here, the speaker suggests looking at other traffic channels beyond Google Ads, such as organic, direct, social, and email, to see if there are conversion dips that might indicate a broader website issue. They emphasize the need to rule out other channels to confirm that the issue is specifically with Google Ads.
🔧 Reviewing Campaign Settings for Conversion Optimization
The paragraph talks about the need to review campaign settings to ensure they are correctly configured, such as targeting the right geographical locations. The speaker shares experiences where incorrect campaign settings, like targeting the entire world instead of a specific country, have led to no conversions.
🛠️ Investigating Website Changes Impacting Conversions
This section discusses the impact of website changes on conversion tracking. The speaker shares instances where backend changes, like cookie scripts or SEO updates, have disrupted the attribution of conversions to Google Ads. They advise checking with the development team for any recent changes that might have affected tracking.
🏆 Evaluating the Quality of the Offer for Conversions
The speaker emphasizes the importance of the quality of the offer itself in driving conversions. They suggest that even with perfect technical setup, a poor offer will not convert. The advice is to critically evaluate the offer's competitiveness, clarity, and appeal, and to compare it with what the competition is offering.
🔎 Bonus Tip: Testing Conversion Tracking by Simulating a Purchase
As a bonus tip, the speaker recommends advertisers to simulate a purchase by clicking on their own ads and going through the conversion process. This helps confirm if the conversion tracking is working correctly and if there are no technical issues in the conversion funnel.
💰 Conclusion: Finding and Fixing Conversion Issues
The final paragraph wraps up the video by summarizing the steps to find and fix conversion issues in Google Ads. The speaker expresses hope that viewers will now be able to identify and resolve their conversion problems, leading to increased revenue.
Mindmap
Keywords
💡Conversion Tracking
💡Conversion Tag
💡Keyword Targeting
💡Search Term Report
💡Broad Match Type
💡Landing Page
💡Campaign Settings
💡Website Changes
💡Offer
💡Google Tag Assistant
💡E-commerce
Highlights
Ensure conversion tracking is active and working properly by checking conversion tags in the Google Ads account.
Use Google Tag Assistant to verify that tags are firing correctly on specific pages, such as thank you pages.
Check keyword targeting to avoid irrelevant traffic; using broad match keywords may lead to non-converting traffic.
Use the search terms report to identify irrelevant keywords that are driving non-converting clicks.
Ensure ads are functioning properly by manually clicking on them to verify that they link to the correct landing page.
Verify that the landing pages are working properly by going through the funnel process, including form fills and purchasing processes.
Evaluate performance across other traffic channels, such as organic, direct, social, and email, to identify potential website-wide issues.
Double-check campaign settings to ensure that the geographic and other targeting settings are correct.
Ask the development team about any recent website changes that could be affecting Google Ads tracking or attribution.
Test the clarity and competitiveness of your offer; an unclear or uncompetitive offer can be a major reason for low conversions.
Make sure that your pricing and call-to-action are compelling compared to competitors, especially if competitors offer better deals.
Perform a full end-to-end test by searching a relevant keyword, clicking on your ad, and going through the conversion process to verify everything is functioning as expected.
Check if website attribution issues are related to SEO or cookie script changes that could interfere with tracking.
If no issues are found after checking all technical elements, assess whether the offer is appealing and resonates with potential customers.
Consider using discount codes or making test purchases to ensure that all conversion actions are accurately tracked in the Google Ads account.
Transcripts
okay you just set up a brand new account
or campaign you have action you've got
clicks and Impressions however no
conversions or maybe you've been running
a campaign before and now you haven't
had conversions maybe it's been a few
days a week maybe even a month no
conversions what the heck has happened
what is wrong right I am going to show
you exactly what you should be checking
not only in your Google ads account but
also on your website to fix why you're
getting zero conversions in your Google
ads account so let's go ahead and dive
[Music]
in number one if conversion tracking
isn't working you're not going to get
conversions so the number one thing to
check is your conversion tag so inside
of your account if you go to goals and
you go to conversion summary you'll find
your conversion tags this is an account
where our tag is fine you'll see it's
active there's no active issues here
however you can click on the tag you can
see settings web pages see if there's
any issues in regards to how the tag is
actually firing the other thing you can
do it's called Google tag assistant
Google tag assistant you can run on the
pages that your tag should be firing and
it will tell you whether or not there's
an issue there so here I just fired a
tag on a thank you page I will have to
have probably most of that blurred out
so since it is a client's website and
account but tag assistant ran and this
is showing me all the tags that have
fired in regards to that specific
success page after you make a purchase
so if you had an issue with your tag tag
assistant will help you determine if
there is that issue depending on the
page that you're firing on so whether
that's the purchase page after order
confirmation after someone orders if
you're e-commerce or it could just be
simply a thank you page if you're doing
a form fill but check your conversion
tag that is the immediate first thing to
do if you're not getting any conversions
okay number two keyword targeting if
your keyword targeting is bad and you're
sending irrelevant bad traffic to your
offer you're not going to convert
anything so here's an example of a real
account I'm inside the search term
report to get there I'm inside this a
campaign you just go to the insights and
Report Tab and then you click Search
terms okay so this shows you the Search
terms that your keywords fired your ads
from this specific account they're using
a lot of
broad keywords in the broad match type
now I have a video on keyword match
types how they work and I also have a
full video on how to set up a search
campaign the correct way so both of
those videos will be in the description
below highly recommend checking those
out in their case their setup is
completely wrong and so they're getting
a ton of irrelevant traffic this company
sells Parts tractor parts for various
different brands what they don't sell
though is big green tractors tractors
green
tractors they they're not selling
full-size tractors so if we if you're
getting a bunch of irrelevant traffic
you're not going to convert anything so
absolutely if you are in a a scenario
where you're not getting any conversions
check the traffic is the traffic any
good if it isn't clean it up number
three check your ads are your ads even
working and when I mean working I mean
are they actually sending the traffic to
the correct page P so go into your
campaign literally click an
add is it working correctly is the
landing page working correctly once you
get there there have been cases where I
have found that ads were not working and
they did not fire a 404 air page and so
Google never even realized that you were
sending traffic to a page that wasn't
working so simply go check your ads
click the ad in the account don't just
look at it and make sure is this page
that that I'm sending traffic to even
live right now is it working correctly
so make sure to to actually go check the
ads themselves number four check your
landing pages now I just got done
telling you to check your ads and then
click the ads to make sure the page is
actually firing correctly and sending to
the correct page if you're now on the
page so if you're e-commerce is going to
be a product page normally
and if you're lead generation you
probably have a landing page with like
form fills or or phone calls check the
page actually go through the funnel
process so lead generation fill the form
out call the number if you're e-commerce
go through and actually make a purchase
of the product not saying physically
like go through the whole purchase
process but make sure there is no issue
Within the funnel itself on how the page
should behaving because if you're
sending correct traffic and you have
correct conversion tracking and your ad
is set up correctly and sending the
traffic this relevant high- intent
traffic to your landing pages is the
actual page itself functioning to bring
that Searcher to the finish line of
actually converting so check the
components go through the page make the
steps that and actual customer would
make in order to fire a conversion make
sure you have no issues there number
five check your other traffic channels
so you're more than likely using ga4 and
if you're not using G4 then you're
probably using some form of an Analytics
tool check the other traffic channels
are there issues with Organic with
direct with social with email with
whatever other traffic channels you make
have go in there look at the data am I
getting conversions still from my other
channels am I seeing conversion rate
dips from those other channels which
might indicate a website issue somewhere
so check the other channels just to make
sure this isn't just a paid ads issue
now if everything looks fine then okay
this is a Google ads issue that I need
to fix so you'll again this is all we're
trying to do is take variables out and
check each step here to figure out where
the potential leak is as to why we're
getting no conversions in the Google ads
account so check those other channels if
there's issues there then you probably
have a a bigger issue a website issue if
there is no issues there then at least
you know and you're confirming okay this
still is a Google ads issue number six
campaign settings now I already
mentioned I have a full video on how to
set up a search campaign the right way I
actually go through step by step the
campaign set settings there so if you're
unfamiliar with all the settings go
watch that video however check the
campaign settings I have done audits or
consultations with companies where
they're not getting the results they
want and then I went through their
campaign settings and I'm like Hey guys
you're supposed to be targeting the
United States and you ended up targeting
you know other countries I think there
was one where for whatever reason they
had the entire world as a Target so they
weren't even just targeting the United
States it was the entire world so you're
not going to get any conversions if all
of your traffic's coming from another
country that you don't even service or
sell to so go check the campaign
settings make sure everything is set up
correctly to confirm that this is not a
campaign setting or structure issue
number seven website changes I always
ask in cases where there's no
conversions happening or we had a
campaign that was getting conversions
and it and it broke and I just went
through all the previous steps
everything else looks fine is there
something on the website that has
changed recently so I ask the developer
team what changes have made place from
the time frame of that I'm I'm looking
at within my Google ads account there
have been cases where a developer has
implemented something incorrectly on the
website that killed Google ads traffic
completely so we were still sending
traffic to the website but the way those
URLs were being tracked and that traffic
was being trapped was killing the actual
attribution to Google ads I've seen it
with cookie scripts I've seen it with
SEO changes they were making that went
wrong I forget the actual change that
was made in that specific case but they
were doing some SEO work and they did
something that really screwed up the
attribution not just Google ads but for
other channels they had as well and so
it was simply a back-end change that I
was unaware of or our team was unaware
of and we just had to ask hey what have
you guys changed on the website and and
if they said we haven't really changed
anything okay maybe it's not a website
issue but trust me I have been in these
puzzles where you're like what the heck
is going on why is there no conversions
and every other step that I just taught
you is fine and then sure enough it
wasn't nothing to do with even Google
ads settings or Landing P it was the
website backend change that the dev team
made that caused an attribution break so
just check with them if this is what
you're experiencing the last step and no
one likes to hear this but if you just
went through all of the steps that I
taught you conversion tracking keyword
targeting add URLs landing pages
checking the other traffic sources
ources your campaign settings any
website changes checking with the
developers and everything is clear
there then you have to take an honest
look is my offer any good if you have a
crap offer you will not convert it
doesn't matter how much traffic you
throw at it if you have a crap offer you
will not convert check is my offer
competitive
is my pricing competitive is my offer
clear does it even make sense go and
check as if as if you were the Searcher
and you're putting in those keywords
those highly relevant keywords into
Google search and you go to your landing
page does this resonate with what I'm
trying to offer is my call to action
clear nine times out of 10 on accounts
that aren't working correctly if it's
not a technical issue like I just showed
Step 1 through
7 then it's an offer issue and most of
the time it's just your offer isn't
clear or your offer is just crap
compared to what the competition has
people don't just click and then end up
buying right or end up giving you their
information they all go normally through
what Google calls the messy middle but
they're just checking essentially other
offers and checking competitors am I
getting the
best product for the best price am I
getting the best offer with the best
company they're out there doing the
research they're out there comparing you
and so if your offer is crap you're just
not going to generate conversion so have
that honest conversation with yourself
first if if you consulted with me and
you came to me and said you wanted to
run Google ads and you showed me your
offer and I knew your offer was not good
I would tell you don't waste your money
figure the offer out first cuz you have
to have good offer if you don't have a
good offer you've got nothing and it
doesn't matter how much money you throw
at it it just isn't going to convert so
if tactically everything's fine and
you're still not getting conversions
then your offer just might not be any
good bonus tip go and search a keyword
that's going to fire your ad this is
going to cost you money I'm sorry but go
and search a keyword that's going to
fire an ad for you find your ad so
here's home Reserve this is a client of
mine I've done many videos in regards to
using their account but if they were
having a conversion issue I would
actually click this ad now I'm not going
to do that but I would actually click
this ad then I would go make a
purchase now if you're an agency or a
freelancer a lot of times clients have
discount codes they can give you so so
this doesn't actually cost you money or
you actually make the purchase and then
you just do a refund right away so you
give them a heads up that way they're
customer support team and shipping team
isn't like right on it and processing
your order right after you make it so
you have to pre-plan this but go make an
order go make a purchase that way you
100% know all right I clicked an ad I
made a purchase or I clicked an ad and I
filled the form out if it's lead
generation or I click the ad and I
called the number then the next day it's
not going to show usually the exact
moment you do it but within a 24-hour
period so if you if you do it on a
Thursday check Friday morning you should
now see a conversion that's populated
inside of the account that will give you
confirmation if you're actually getting
or if your conversion tracking is
working and there was no Tactical issues
throughout that process so most of those
tactics that I just talked about in this
video that you needed to go check and
review that actually could all be done
really through clicking one of your own
ads and going through a purchase or a
form fill depending on if your
e-commerce or lead generation but
normally I save this for last I will do
these tactics first without going
through the headache of going and
purchasing and needing to refund or get
discount codes or any of that so just a
bonus tip though if you're still
launcher just go click and add go
through the conversion process and then
see if it actually populates in the
account there you go you now know how to
find the issue if you're getting no
conversions in your Google ads account
hopefully after watching this video you
were able to find the actual issue as to
why you're getting no conversions in
your account and now you're going to get
conversions and hopefully start making
lots of money I hope you got great value
from this video again I also talked
about how to set up search campaigns the
right way several times throughout this
video make sure to go check that out if
you haven't lots of gold in that video
that will be in the description below
and it's probably going to be somewhere
on the screen as well I'll see you on
the next video
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