Google Ads, also known as Google AdWords, is a useful advertising system developed by Google. Most businesses aim to top in the digital marketing bids on certain keywords for their advertisement. Bidding with the right keywords for the clickable ads or landing pages will help it appear in the top ranks on the search engine results page (SERP).
However, there is a price to pay in using the features and services of Google Ads. There are several factors to consider for the cost of advertising your business. When people search for products or services related to our business, we hope that our ads will appear first on the search engine page. But, there are times we get disappointed when our ads do not work.
You begin to ask, what’s wrong with my Google Ads? Why is it not working? Hold on. We have the answers for you.
We have determined the common reasons why Google Ads are not working. More so, we have some simple solutions to resolve the problem.
Content does not Contain the Right Keywords
Do you know that the backbone of your Google Ads campaign is the keywords you use? Thus, it is only right to do some research about the right keywords to use. We would like to recommend Google Keyword Planner to look for keywords with high search volumes and highly relevant to the industry.
List the relevant keywords and start creating an engaging and informational landing page. Skillfully and carefully integrate the keywords to every content and ad you make. It is better to do hands-on control than use the auto-optimize feature of Google Smart Campaign. Not all industries will appreciate the feature. Thus, problems may arise.
The Google Smart Campaign is good for DTC and e-Commerce businesses that handle thousands of units. As it would take up a lot of time to update bids for SKUs manually.
Content Contains Negative Keywords
Treat contents, especially clickable ads, sensitive. Keywords are not treated equally. Some cases, landing pages or ads may include keywords that are unnecessary and may mislead the consumers.
Here is an example: You are a plumber who wants to advertise pump repair services that you offer. Take note, you are offering services, not wanting to hire a plumber. However, there are mismanaged campaign ads that use negative keywords. Most negative keywords pose for job searches and are not industry-relevant. Thus, watch out for these keywords.
No time set to run the ads
By default, the Google Ads campaign runs 24/7, unless there is a specific running time set. A feature of Google My Business monitors your website activity. It can tell the specific time when people visits. Thus, maximize the peak performance on times there is high website traffic.
Check the activity profile of your website on Google My Business and determine the peak of audience interaction and tailor the ads to run on this time. Set it to the right time.
Advertising in a larger location will likely rank low on the search engine page or not at all. However, it depends on the industry, there are industries that require you to bid higher. Take note, a larger location needs a higher budget. More so, Google will give an advice on the amount to bid.
It is recommendable to use Google Keyword Planner to determine the local cost per clicks in the area you desire. Commonly, a $500 budget will make you rank on the first page in a rural town. But, for bigger areas, it will not probably get you anywhere. Bigger areas and certain industries need a bigger budget.
Low conversion rate of landing page
Do not let your target audience or prospects have a hard time to reach you. Landing pages without contact forms or newsletters will likely force your audience to leave the page. More so, general posts or irrelevant contents that are not related to the industry or not what the audiences are looking for, it may not pique the interest of the consumers.
Furthermore, low-performance landing pages are overlooked. Some businesses use their website instead. All of these factors can drive the consumers or target audience away from the page. Thus, it is a waste of money in investing in clicks that will never convert into more consumers.
Ad Text not Engaging or Optimized
The most important element to have a successful campaign is the ad text. It has to be engaging. Titles or content headings that are not engaging or optimized will not perform well. Ad titles or headings are created to hook the relevant keywords and capture the attention of the audience.
Engaging and optimized ad texts will keep the audience interested and curious, making them click on your ad. Make a clear ad content with an informational and engaging tone about your services to drive more consumers to click on the ad. Use your page to find the services they are searching for.
Not Targeting the Right Locations
Business location has a crucial role to help the ads perform well. Businesses that are located in large cities have a broader service area. Thus, you might want to narrow down the location to compete with local business and not get covered by large and well-known corporations.
Meanwhile, for businesses in rural areas or small towns, expanding the location will help you gain attention from local community members. However, you have to remember to only get a location that you are willing to provide your products or services. You can make your locations too general or too specific.
Not Utilising Google Ads Extension
Ad campaigns expand to show more data. Make your ads appear large and clear to make it more appealing. You can link the business phone number or contact pages to gain more clicks. With the important information in your ad campaign, you are giving the audience more reason to visit your website.
Moreover, it is a good idea to use Google Ad extensions. It helps maximize the performance of your ads. Ad extensions play a relevant role as Google Ad chooses an extension to show on different search on the search engine.
Ad Groups are Not Optimised
To have an effective campaign, it requires you to categorize your services into different ad groups. For example, plumbers offer several kinds of plumbing services. He can repair pipes, draw clogs and clean drains, and install water heaters.
Make each ad group contain a relevant keyword that associates with the services. Thus, do not include the keyword broken pipes in the drain cleaning section.
Most importantly, the keywords, ad groups, and the landing page should be related to help Google Ads maximize their quality score.
No Compelling Offers
When clients feel curious about the products or services that you offer, they will look for great deals. How do you engage the audience with compelling offers?
Advertisements or landing pages without an appealing incentive or offer will not persuade the client to book a service or patronize your product. It is not easy to compel consumers. Even when you offer free consultations for your service or free estimates for your products, it is not enough to drive the consumer’s interests.
Instead, try giving an offer that will make them feel they gain something from it. For example, hand out an offer that allows consumers to have a 10% discount on their first purchase. product or service. By this, they will think that you are offering them a discounted rate. Engage with the audience.
You have leads, but you do not track them
You might think, how can I evaluate the ad performance? What are the ways to follow up on the consumers and prospects?
Use a lead management software to track consumers and prospects. Expect to receive inquiries from them, and with the right management tool, it will help you record the exchange of messages and calls during inquiries.
Lead tracking will open doors to other qualified leads and help gain more consumers. More so, the data from lead tracking will help you understand the target audience and their desired service or products. It guides business owners to create a better experience for their prospects and consumers.
So, what can you do with the leads you get?
The answer is simple, a quick response, and an enlightening answer will convert your leads. Running a business is a busy task, and we understand that you do not have all the time to face the computer. Thus, make use of a lead management tool and create automated responses.
An automated response will quickly send a message, it will make the consumers that their inquiry has been heard. However, other than receiving chats or emails, be ready to answer calls. Do not hesitate to attend the call when the phone rings!
There are several successful ads that went to waste because the inquiries of consumers or prospects were not answered. The longer the clients will wait for a response, the more likely they will choose a competitor.