Google Ads Not Converting... Do this NOW!
Summary
TLDRIn 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.
Outlines
🚀 Boosting Google Ads Conversions
The paragraph emphasizes the importance of not only focusing on Google Ads campaigns to increase conversions but also considering landing pages and pricing/offers. It likens the situation to a tripod needing all three legs to stand. The speaker offers a free training session on creating high-converting landing pages and suggests checking Google Analytics to determine if the issue is specific to Google Ads or affects all marketing channels. The goal is to ensure that the Google Ads campaign is not the weak link by reviewing and optimizing it.
🔍 Targeting the Right Search Terms
This section discusses the necessity of ensuring that Google Ads are targeting the correct search terms to generate sales and conversions. It outlines a step-by-step process for reviewing search terms within Google Ads, adding negative keywords to filter out irrelevant terms for both search and shopping campaigns. For Performance Max campaigns, the approach is slightly different, involving URL and brand exclusions to refine the targeting. The speaker demonstrates these steps through a screen share to help viewers understand how to optimize their campaigns.
✅ Reviewing Ads for Conversions
The final paragraph focuses on the importance of ad copy in Google Ads, particularly the click-through ratio (CTR). It explains that a higher CTR incentivizes Google to display ads more frequently over competitors' ads. The speaker provides benchmarks from Wordstream's annual report, suggesting a minimum CTR goal of 7% for search campaigns, with an aim to exceed 10%. The paragraph concludes with a recommendation to watch another video for more detailed strategies on improving ad copy to enhance CTR and conversion rates.
Mindmap
Keywords
💡Google Ads
💡Conversions
💡Landing Page
💡Pricing and Offer
💡Google Analytics
💡Negative Keywords
💡Performance Max
💡Search Terms
💡Click-Through Ratio (CTR)
💡Ad Copy
💡Wordstream
Highlights
Increasing conversions in Google ads campaigns is a solvable problem with enough effort.
Three core areas must be set correctly for successful Google ads campaigns: the campaign itself, the landing page, and the pricing and offer.
Landing page quality and offer pricing are crucial even with the best Google ads campaign.
Free access to an extended training session on high-converting landing pages is offered.
First step to improving Google ads is checking if the problem is specific to Google ads or affects all marketing channels.
Use Google Analytics to compare conversion rates across different traffic channels.
Benchmark conversion rates: at least 5% for service-based businesses and 3% for e-commerce.
If other campaigns are successful but Google ads are not, focus on Google ads optimization.
Review search terms to ensure ad spend is on relevant terms for sales and conversions.
Add irrelevant search terms as negative keywords to refine campaigns.
For Performance Max campaigns, use URL and brand exclusions to refine targeting.
Review ad copy to ensure high-converting ads are being used.
Click-through ratio (CTR) is a key metric; aim for at least 7% for search campaigns.
A higher CTR incentivizes Google to show your ads more frequently.
Update ad copy to increase CTR and conversion rates if it's low.
Wordstream's annual report provides industry-specific CTR benchmarks.
Aaron Young offers a video on improving Google ads ad copy for higher CTR and conversions.
Transcripts
if you're not getting the sales and
conversions that your business needs
with your Google ads campaigns the
biggest thing that you need to remember
is that getting and increasing the
number of conversions that you see with
your Google ads campaigns is a problem
you can solve so as long as you're
willing to put enough time and effort
into the correct areas you can start to
see great success with Google ads but I
do want to stress right at the start of
this video is that you do need to
remember that in order to get the right
amount of conversions that your business
needs with your Google ads campaigns you
don't only need to focus on your Google
ads campaigns because there's three core
areas that you need to have set
correctly in order to get sales and
conversions through Google ads campaigns
but through any campaign whether you're
running meta ads or any other type of
marketing and the way to think of it is
like a tripod or a three-legged chair in
that you need all of them to be work
working in order for the tripod or the
chair to work so one of those legs is
obviously the Google ads campaign but
then that Google ads campaign needs to
be sending people to a landing page
which is set correctly and that is a
high converting landing page and then on
that landing page you need that third
area set correctly or that third leg set
up correctly and that is your pricing
and your offer so even if you've got the
best Google ads campaign in the world if
it's going to a poor quality Landing
page with a poor quality offer it still
won't work so what I want to do right
now because obviously in this video I'm
going to be focusing in on the Google
ads side of this problem and taking you
through how to review and optimize your
Google ads campaign so that we know that
that is not the area which is causing
the issue but to help you further
especially with your landing pages and
getting your landing pages set correctly
I want to give you free access to an
extended training session that I ran in
my paid Google ads Community which is
called 10x Google ads and this was a
session that was actually done by a user
testing expert who had done over 10,600
real life user tests to find out the
five core principles that you need for a
high converting landing page and after
you've watched this video If you want to
get full access to that training all you
need to do is to follow that link in the
description below but right now as
promised let's get into how you can go
through and review and improve your
Google ads campaign so that we know that
it's set correctly so that you can get
more of those vital sales and
conversions that you need for your
business and the first important step is
that we need to check to make sure
whether this problem of no conversions
is only affecting Google ads or if it's
affecting all of your different
marketing channels so what we're trying
to work out here is that we want to go
into Google analytics and we want to go
through and review the conversion rate
of our traffic from Google ads campaigns
versus traffic from other marketing
campaigns like meta ad campaigns or Tik
Tok campaigns whatever campaigns you're
doing and then also line that up versus
your direct and your organic traffic now
if we're seeing no conversions across
the board so all of your different
traffic channels are not generating any
conversions or not many conversions at
all it's highly likely that the problem
is not actually Google ads the problem
is more on those other two issues which
is your landing page and also your
pricing and offer so if that is the case
it is still worthwhile going through the
other two steps of checks which I'm
going to take you through right now but
remember after you've watched this video
to go through and follow that link in
the description below so you can watch
that extra training on what you can do
to improve your landing page so that's
the first important check that we need
to do so that first check is actually
done outside of Google ads you want to
be going into Google analytics and as I
said what you're doing there is you're
breaking down the traffic channels to
see whether the problem is only
affecting Google ads so let's just say
you're getting conversions from all of
the other channels and your conversion
rate in Google ads is significantly
lower we then know that we need to go
through and rectify these next two steps
now in terms of some very rough
benchmarks and I want to really
highlight that this is very much a
starting Benchmark and you should aim to
have your conversion rates much higher
than this but at a starting level for
service-based businesses so these are
for campaigns where you are looking at
getting an online inquiry whether
through a phone call or an email or form
inquiry you'd be wanting to get at least
and as a at least a 5% conversion rate
whereas for e-commerce campaigns you'd
be wanting to get at least a 3%
conversion rate now as I said you want
to be getting much higher than that but
they're just base level metrics that I'd
be looking at that if you're not
achieving those you know you've got some
core issues within your Google ads
campaigns or those other two areas so
that's the first step we're really
looking at isolating and answering the
question is is the issue of not getting
enough conversions from your Google ads
campaign is that Google ads only
specific or is it running across all of
your different traffic channels and
marketing campaigns but if your other
campaigns are working really well and
it's just Google ads we know that we've
got some serious issues in Google ads
that we need to go through and rectify
and that's where you work on these next
two steps and the next step is is that
you want to make sure that you actually
targeting the correct Search terms so
what we're wanting to do here is we're
wanting to go through and we're wanting
to review our insights and our Search
terms data and we want to make sure that
where we're spending the money if this
is actually the type of terms that are
going to generate sales and conversions
for our business so what I want to do
right now is I want to take you into a
screen share so I can show you how you
run this check and how to fix this issue
for your search shopping and performance
Max campaigns so let's jump at that
screen share right now so what I've done
right now I've bought you into a Google
ads account which is running performance
Max search and shopping campaigns so
that way in the one place we can check
all of these things so firstly what I
recommend is that I do recommend that
you do this campaign via campaign so I
know you can go through Straight to
insights and reports and look at this
data for all of your campaigns but I
much prefer to do it at a campaign level
so what you want to firstly do and we're
going to go into a search campaign now
we've got a branded and then a
non-branded so I'm going to go into the
non-branded and what you want to be
looking at here is you want to go into
insights and reports and then you want
to go into your Search terms and what
you're looking at doing in through here
is you're just looking at going through
these Search terms it'll automatically
filter down by Impressions do it by
Impressions or cost and what you're
looking at through here is that where
you're spending the money are you happy
with these Search terms now because this
is a client account I've had to block
out those Search terms but you can see
the process where you're going to
campaign insights and then search terms
so once again it's campaigns insights
and reports and then into Search terms
now if you do find any of these Search
terms which are not relevant now for
this campaign now because this one is a
little bit more of a we're targeting
some newer areas for this business
business so this isn't taking the main
amount of this account spending we're
looking at expanding their Market but
there are some Search terms I can see in
here that we need to add at to the
negative list so what we do we just
select them and then straight away you
can go through and add them as a
negative keyword so that's the process
of how you do that for a search campaign
let me now jump into the shopping
campaign and now in the shopping
campaign you actually go into the same
area once you're in the shopping
campaign you go into insights and
reports and then search terms once again
what we're looking at here is we're
looking at the Search terms and we're
looking to see are there any Search
terms which we're spending a high amount
of money on that are not relevant and if
we do see any of these all we need to do
is we just go through select a couple
here and we go through and click on that
add negative keyword so with your search
and your shopping campaigns straight
away you can go through and add in some
extra negative keywords to refine those
Search terms when it comes to
Performance Max it is a little bit
trickier and what I just want to show
you here so now I've shown you how to go
through and review your Search terms for
search and shopping campaigns and with
both of those campaigns you can add in
negative keywords directly to block out
or to limit any search turns which are
not relevant for performance Max it does
get a little bit trickier and the reason
for that is because with performance Max
campaigns as you may very well know
you're very much dealing with giving
Google suggestions and it's going out to
try and find more conversions for your
business but the way that you do do this
is go into that conversion action go
into that campaign and then from there
we want to once again go into insights
and reports and what we want to do
through here is we want to go into the
consumer Spotlight search term insights
what I like to do is change it to the
last 28 days and then what you want to
do is you want to click on this view
detailed report so what this would do is
it this brings up search term themes but
it does have all the data around clicks
clicks conversions so what you can do
here is you can actually see once again
where you're spending the money making
sure that it's also giving you that
conversion value now for a performance
Max campaign you can't just go in and
add negative keywords but if you do have
a a theme that you don't want to spend
any money on there's two options that
what you can do here so what you can do
is that you can click to the site and go
to settings and when you're in the
settings what you can do is that if you
see here you got automatically created
assets you can go through and add in
some URLs to exclude so what that means
is let's just say you're running an
e-commerce site what we've got here on
our exclusion list we've got some things
in and around other brands that we want
to exclude or different products that
you want to exclude so that is one way
that you can exclude the traffic and
what you're doing there is you're
setting your campaign and you're saying
to Google of all of my 50 pages on my
website you can only target these 20 web
pages for the performance Max campaign
the other way that you can do it is once
again when we're in settings you go into
brand exclusions and then from there you
can add in some Brands to exclude now
this only works if if you've got people
searching different brands so competitor
brands or even your own brand you can
add those brand lists to exclude those
branded search exclusions so that's the
second step that you need to go through
and check so what we're wanting to do
there is we're wanting to go through and
look to see where are we actually
spending the money in Google ads and
then we're looking at if you've got
search or shopping campaigns adding in
those negative keywords so you can stop
spending money in those wasted areas or
if you're running that performance Max
campaign you can't put in those exact
negative keywords but what you can do is
you can use those URL exclusions and
also brand exclusions to really help
refine the search categories which
Google is targeting in your campaigns
and once you've done that that then
brings us to step three for running the
checks on what to do if you're not
seeing those conversions in your Google
ads campaign and this third and final
step is all about reviewing your ads so
your ad copy and actually checking are
these high converting ads and the first
Benchmark that we're looking here is we
actually want to be looking at your
clickthrough ratio which you'll see in
your Google ads dashboard is a CTR score
and what this is ranking is this is
ranking how many clicks you're actually
getting versus the amount of people that
have seen your ads so if your ad has
been shown a th000 times and you get 100
clicks you've got a click through ratio
of 10% now the reason for why this
metric is so important is because you
need to remember that with Google ads
Google only gets paid when someone
clicks on your ad so Google gets no
money at all for when someone sees your
ad so the reason for why that is so
relevant is because if you can have a
higher click-through ratio than your
competitors Google is more incentivized
to show your ad versus your competitor's
ad and the reverse is then true if
you've got a lower clickthrough ratio
than your competitors Google is going to
show your competitor's ad more often
than yours because they know they're
going to get more money from showing
that ad so that is why your
click-through ratio is a highly
important metric and to give you an idea
on some benchmarks now great data
company for Google ads called wordstream
runs an annual report every single year
and in
2023 their Google ads benchmarks report
showed that the click-through ratio
across all Industries was
6.11% so at a bare minimum I let
everyone know that you should be
shooting for a clickthrough ratio for
your search campaigns of at least 7% but
I like to have all of my search
campaigns well above 10% and the reason
for that is is that that way I know that
I'm giving Google every little bit of
incentive to show my ads over my
competitor's ads now what I'm going to
do here because that data is different
for all different business niches in the
description below I'll also include a
link to the latest report from
wordstream and if you want to go through
and follow that link it's free to view
that way you can go through and you can
actually see and get a benchmark of what
your competitor is are going to be now
it's not going to go all the way down to
your business level but you will get a
fair idea for your business Niche and
then if you do have a low clickthrough
ratio what you need to focus on is you
need to focus on updating your ad copy
so that you can increase your
click-through ratio now because this is
such a big topic if you want to learn
more about the core principles that you
need to incorporate into your Google ads
ad copy to increase your clickthrough
ratio and conversion rates I want you to
go through and watch this video right
here once again thank you for joining me
my name is Aaron Young from defin
Digital Academy and I'm your 15,000 hour
Google ads master and I look forward to
seeing you right now in that video about
how you can improve your ad copy for
Google ads in 2024 see you
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