Google Ads Not Converting... Do this NOW!

Summary

In this informative video, Aaron Young from Defin Digital Academy outlines strategies to boost sales and conversions through Google Ads campaigns. He emphasizes the importance of optimizing three core areas: the Google Ads campaign itself, the landing page, and the pricing and offer. Aaron provides a step-by-step guide to analyze conversion rates across different marketing channels, refine search terms, and improve ad copy for higher click-through ratios. He also offers free access to an extended training session on creating high-converting landing pages, and benchmarks for service-based and e-commerce campaigns are discussed to help businesses set realistic goals for their Google Ads performance.

Takeaways

• 🚀 **Time and Effort**: Success with Google Ads requires time and effort invested in the right areas.
• 📈 **Three Core Areas**: For effective Google Ads campaigns, focus on three core areas: the Google Ads campaign itself, a high-converting landing page, and attractive pricing and offers.
• 🔍 **Check Conversions**: Use Google Analytics to check if conversion issues are specific to Google Ads or affect all marketing channels.
• 📊 **Benchmarks**: Aim for a minimum conversion rate of 5% for service-based businesses and 3% for e-commerce campaigns.
• 🔗 **Landing Page Quality**: Ensure that the landing page is set up correctly and is of high quality, as poor quality can negate even the best Google Ads campaign.
• 🔍 **Search Term Targeting**: Regularly review and refine your search terms to ensure that your ads are targeting the right keywords that lead to conversions.
• 🛠️ **Negative Keywords**: Add negative keywords to your campaigns to prevent spending on irrelevant search terms.
• 📉 **Performance Max Campaigns**: For Performance Max campaigns, use URL and brand exclusions to refine where your ads are shown.
• 👀 **Ad Copy Review**: Regularly review your ad copy to ensure it's high-converting and to maintain a competitive click-through ratio (CTR).
• 🔗 **CTR Importance**: A higher CTR means Google is more likely to show your ads over competitors', as they earn more from clicks.

Q & A

What is the primary focus of the video script?

The primary focus of the video script is to address the issue of low sales and conversions in Google ads campaigns and to provide solutions to improve their effectiveness.

Why is it important to focus on more than just Google ads campaigns for conversions?

It's important because three core areas need to be set correctly for sales and conversions: Google ads campaigns, landing pages, and pricing/offers. All three are interdependent like the legs of a tripod.

What is the first step recommended to check if the issue is specific to Google ads or affecting all marketing channels?

The first step is to check Google Analytics to compare the conversion rates of traffic from Google ads with other marketing campaigns and direct/organic traffic.

What are the suggested minimum conversion rates for service-based businesses and e-commerce campaigns?

For service-based businesses, the minimum conversion rate should be at least 5%, while for e-commerce campaigns, it should be at least 3%.

How can one ensure they are targeting the correct search terms in their Google ads campaigns?

By reviewing insights and search terms data to ensure that the terms they are spending on are relevant and likely to generate sales and conversions.

What action can be taken if irrelevant search terms are found in search and shopping campaigns?

Irrelevant search terms can be added to the negative keyword list to prevent spending on them.

How does the process of refining search terms differ for Performance Max campaigns compared to search and shopping campaigns?

For Performance Max campaigns, you can't directly add negative keywords. Instead, you can use URL exclusions and brand exclusions to refine the search categories Google targets.

What is the significance of the click-through ratio (CTR) in Google ads?

CTR is significant because Google only gets paid when an ad is clicked. A higher CTR means Google is more likely to show your ad over competitors', as they earn more from it.

What benchmark is suggested for a good click-through ratio in search campaigns?

A click-through ratio of at least 7% is suggested for search campaigns, with the ideal being well above 10%.

What additional resource is offered for further training on improving landing pages?

An extended training session called '10x Google ads' is offered, which was conducted by a user testing expert who identified five core principles for high-converting landing pages.

How can viewers access the additional training on improving landing pages?

Viewers can access the additional training by following the link provided in the video description.