No Conversions from Google Ads? Do THIS

Summary

This video provides a comprehensive guide to diagnosing and fixing Google Ads campaigns that aren’t converting. It covers key strategies such as evaluating core metrics like CTR and Impression Share, troubleshooting potential issues with ads, landing pages, and competitors, and improving ad copy. For seasoned users, experimenting with Performance Max campaigns is recommended to overcome diminishing returns from traditional search campaigns. Additionally, optimizing landing pages and using dedicated pages for ads can significantly boost conversions. The video offers actionable steps for both new and experienced Google Ads users to enhance campaign performance and drive more conversions.

Takeaways

• 😀 Identify whether the problem lies with Google Ads or other factors like website issues, offer problems, competition, or seasonality before making changes to your ads.
• 😀 Compare your Google Ads data with other traffic sources (organic, social, email) to determine if the issue is specific to Google Ads or a broader issue.
• 😀 If other channels are also underperforming, the issue may not be Google Ads, but something else in your business, such as website problems or an unattractive offer.
• 😀 A poor click-through rate (CTR) can indicate that your ads aren't engaging enough. Aim for a CTR of 8% or higher to improve ad effectiveness.
• 😀 Monitor your impression share, top impression share, and absolute top impression share to identify if your ads are appearing in the top positions on search results pages.
• 😀 If your ads aren't showing at the top of the search results, consider improving your ad copy or adjusting your bidding strategy to secure better positioning.
• 😀 A drop in conversions could be caused by a technical issue on your website or a recent website redesign that impacts user experience or conversions.
• 😀 Seasonality can affect your conversions. For instance, certain products may perform better during specific times of the year, so consider these factors when assessing campaign performance.
• 😀 Create dedicated landing pages for Google Ads campaigns, tailored to the user's intent, especially if you're using the same landing page for different traffic sources.
• 😀 Consider using multiple landing pages for different ad groups, aligning the language and messaging to create a seamless experience from the search query to the landing page.
• 😀 If traditional search campaigns are no longer effective, experiment with Performance Max campaigns, which leverage Google's AI to optimize ad placement across multiple networks, including YouTube, Gmail, and Google Shopping.

Q & A

What is the first step when facing issues with Google Ads conversions?

The first step is to identify whether the problem is with Google Ads or something else. To do this, compare your Google Ads data with other traffic sources like organic search, social media, or email marketing. If you're seeing similar issues across all channels, it's likely not a Google Ads problem.

Why is it important to compare Google Ads data with other traffic sources?

Comparing Google Ads data with other traffic sources helps you determine if the issue is isolated to Google Ads or if it's a broader problem affecting all channels. If the problem affects all traffic sources, the issue could be related to your website, offer, pricing, or seasonality.

What are some common external factors that can affect conversions across all channels?

External factors like website issues, changes in your offer, competitors launching superior products, or seasonality can all affect conversions. For example, if there's a new competitor with a better product or a seasonal downturn, it could impact your conversions across the board.

What is a good click-through rate (CTR) for a Google Ads search campaign?

A good click-through rate (CTR) for Google Ads search campaigns is 8% or above. If your CTR is below that, it's a sign that your ads may need improvement to better engage potential customers.

What is 'impression share' in Google Ads, and why is it important?

Impression share is the percentage of time your ads are shown for relevant searches. It indicates how often your ads appear compared to how often they could appear. A high impression share is good, but it's important to also check your 'top impression share' to ensure your ads are appearing at the top of the page, which significantly impacts conversion rates.

What does it mean if your 'top impression share' is significantly lower than your 'impression share'?

If your 'top impression share' is much lower than your 'impression share,' it means that although your ads are showing up, they are not appearing in the most competitive positions (top of the page). This can negatively affect your conversion rate as users are less likely to click on ads lower down the page.

How can you improve your ad's position on the Google search results page?

To improve your ad's position, consider improving your ad copy to increase your quality score, which could lead to better ad placement. Additionally, reviewing and adjusting your bidding strategy can help ensure your ads appear at the top of the page more frequently.

What should you do if your landing page is not converting well from Google Ads traffic?

If your landing page is not converting well from Google Ads traffic, you should create a specific landing page tailored to the intent of users coming from Google Ads. Google Ads visitors are usually closer to making a purchase, so the landing page should be simple, direct, and aligned with the ad copy.

Why is it important to have different landing pages for different ad groups in Google Ads?

Having different landing pages for different ad groups ensures that the messaging and offer on the landing page match the specific keywords and intent behind the ad. This consistency increases the likelihood of conversion because visitors feel like they are getting exactly what they were promised in the ad.

What is a 'Performance Max' campaign, and when should you use it?

A 'Performance Max' campaign is a type of Google Ads campaign that leverages Google's AI to run ads across all of Google's networks, including search, display, YouTube, and Gmail. It's especially useful if you're seeing declining performance with traditional search campaigns and want to experiment with a broader approach.