5 Reasons Google Ads Isn’t Working For Your Business
5 Reasons Google Ads Isn’t Working For Your Business
Google Ads can be complicated to learn, optimise and master. If you are part of a small team or a freelancer with no specialist knowledge about how to make Google Ads work for you, it can feel like hitting your head against a brick wall. If you’re the underdog coming in trying to not only figure out how to get Google Ads to work for you, but also compete with competitors who are finding success with Google Ads, it can feel impossible.
But before you throw your hands up in the air and declare that Google Ads “just don’t work for me” take a look through my five reasons Google Ads isn’t working for you, and how to change it.
#1 You Are Focusing on Short Tail Keywords
Just in case you’re a true beginner, a short tail keyword is a search term like “fish food”, whereas a long tail keyword equivalent of this would be “freeze-dried cichlid food”. So, if you’re going straight for the most simple, easy to think of keywords and phrases and these are often too broad and conversion cost too much to see a satisfactory ROI.
The best way to choose keywords is to choose terms that people search for when they are specifically looking for something. So, in the example above, if someone is looking for a specific type of fish food for their specific fish, they aren’t going to want to be bombarded with the thousands of results they’ll get from searching “fish food”. So, if you’re the retailer selling freeze frozen cichlid food you can get far better results if you use long-tail keywords like these, as they cost less and will convert at a higher rate.
This is often where beginners fail because they go straight for the obvious and see no results. You want to go directly to your ideal audience by narrowing the net you cast.
#2 Throwing Spaghetti at the Wall
Another common problem for new marketers is that they jump into Google Ads, create a few Google recommended campaigns and sit back for weeks or even months to see what works with no real thought to what they’re doing, and then wonder why they aren’t seeing results.
The thing is, setting up and start running Ads online is easy, but doing it well still requires the strategy and thought of any other marketing campaign. Google Ads is great because it makes it easy for small businesses to market to a very specific group of people they otherwise wouldn’t be able to, but the problem is that the ease of it sometimes stops people from taking it seriously until they’ve lost money, by which point they’ve been burned and don’t want to try again.
It’s critical you take your Google Ads campaigns seriously. Spend time before you set up any campaigns to ensure you know your perfect customer inside out, know what terms are being searched for that relates directly to your offer, and what they search for in relation to the problem you solve. When you do set up your campaigns do it thoughtfully and give them a couple of days to settle in before you tweak them.
#3 Your Goals Are Unrealistic for Your Budget and/or Keywords
Often, people new to Google Ads set CTR (click-through-rate) and ROI (return-on-investment) goals way before they actually know what’s possible and when they get disappointing results, they believe Google Ads is a waste of money. You need to make sure you are optimising your campaigns and settings whenever possible and working to keep conversion costs down.
The great thing about Google Ads is that it lets you track your leads and sales directly or through Google Analytics, so you can measure what is working. You should know what kind of return you need from all your sales and understand that one customer if they return to you, will offer you a better ROI though it may not be obvious to you at first glance, so setup conversion tracking properly.
#4 You’re Blaming the Ads Instead of Where They Land
You want everyone who clicks on your ad to convert once on your site. A 100% conversion rate is, likely, impossible, but it’s important to remember that it’s not just the ad doing the hard work.
It’s also the job of whatever page they land on to complete the sale and you should test this page as much as possible to find what works. We often give people a reason to bounce, especially if we’re not sending them directly to a relevant, engaging landing page. If you are bringing a potential customer to a landing page from a specific keyword, consider making several landing pages for the same product to cater to these different pain points. For example, if you sell toys for toddlers and your keywords include “entertaining toys for my toddler” and “toddler birthday present” you can guess that one of your potential customers is a parent looking for a minute for themselves, whereas the other is a family member or friend looking for a gift for a birthday. Your toy fits both purposes, but the needs of the buyer are quite different. You can send them to the same product page or you can create specific landing pages to emphasise how your product solves their problem.
#5 You Forget to Retarget
How often do you buy something the very first time you’re shown it? 1% of the time? Yeah, that’s why retargeting is so so so important. The average Google Ads campaign conversion rate is 0.05-5%. This means the majority of the people who click on your link are going to bounce and go on with their lives. Retargeting means that we can—in the least creepy way possible—follow them for a time. We can reappear in front of them a certain number of times before we consider that lead truly lost. This means that those people who have just started thinking about how to solve a problem or about a purchase, they will see your brand again repeatedly and are much more likely to buy your product as a solution.
Google Ads is an awesome tool when you take the time to learn how to use it, optimise it, and tweak and test it continuously to get the very best results for your business. The time you put in will increase your CTR and eventually, your bottom line, so don’t give up just yet.
Does it sound like too much work? Read one of my previous article Benefits of Using an Agency to Manage PPC Ads to learn about handing all the work over to the experts. You can also get a free health check by one of our experts today to find out how to build on your online success using Google Ads.