Managing a Google Ads account is something that can be incredibly rewarding as it can provide great payoff. At the same time, it can also be very hard to figure out.
There’s a lot of moving parts when it comes to successful Google Ads accounts, which means it’s imperative that they be executed properly. If they aren’t, it’s possible for your budget to get wasted and for valuable time to be lost.
Reasons Why Some Google Ads Accounts Succeed and Fail
You might have figured out how to create a Facebook advertising strategy, and even how to set up and run Google ads. Even with all of this knowledge, it’s common to remain unclear on why your ads might not be generating profit and increasing online revenue.
Now it’s time to take a deeper look into the features provided in the Google ads dashboard and figure out what might be affecting your Google ads. There are some easy ways to adapt them for better results.
No Google Ads strategy
If you didn’t start your Google ad or Google ad campaigns with a clear strategy, then this may be why your ads aren’t proving to be effective. Luckily, it’s never too late to develop an advertising strategy – it just requires some time and effort.
Be sure to use Google Keyword Planner to research keywords that will be most effective for driving traffic. You should also consider what landing pages to use, and how you will further generate leads with incoming traffic from your ads.
You can learn all about landing pages in our blog post: 8 PPC Landing Page Dos and Don’ts You Can’t Miss
Too much focus on short-tail keywords
The major problem with overusing short-tail keywords is that they can bear too much cost in terms of ad spend. These search terms are known for their high-risk and low-risk conversion probability. This means that there are often few conversions to show for high cost.
Using long-tail keywords is a great solution to this common problem. They are search terms that have better buying intent behind them. They may have lower search volume, but the conversion rate on them is much higher.
Learn about Using Long-Tail Keywords to Rank on Google here.
Inadequate conversion tracking
To get a clear picture of whether or not you are getting a return on your investment in Google Ads, you need to track your conversions. Adequate tracking of conversions allows you to see exactly how much money was made from an ad. You can then compare this against the investment made.
To better track conversions, enable conversion tracking in your Google Ads account and look at your results frequently.
Low conversion rates
Conversion rates may be low for a number of reasons. If the content included in your ads is not engaging, or does not encourage users to interact with it, you are likely not making great use of them. Your content should work to solve your audiences’ problems and appeal to their interests.
Design is also an important aspect of increasing conversion rates. Ensure you include a landing page and a convincing call to action. The users experience should be seamless from start to finish, from the initial impression of your ad all the way to the conversion.
Poor account optimization
If your Google Ads account is not properly optimized, this could be a contributing factor to your success or failure. There are many different bidding options and approaches to take to Google Ads accounts. It will be important to use trial and error to see what approach is best for you.
Ads that are run under properly optimized Google Ads accounts will show up when people search for whatever it is that you are offering.
No retargeting methods
Retargeting ads are ads that are put in front of audiences that have already visited a business’s website. They are a way to connect with those who have already shown an interest in your product or service. You can put a retargeted ad in front of them as a way of reaching them once again. This encourages them to make a purchase.
This type of ad comes across as more organic, rather than disruptive, as it is something the intended audience has already been looking for. Retargeting can bump up your conversion rate and help to take your audience through the buyer’s journey.
Ad spend is being wasted
Just as you do your research to include results driven keywords, you should also look at keywords that aren’t beneficial. The negative keywords tool is used in this case to exclude certain search terms from your campaigns. This allows you to focus on important keywords and avoiding wasting ad spend on audiences that aren’t likely to convert.
Master Your Google Ads Accounts
Google Ads are an incredibly powerful tool when executed properly. At Blue Water Marketing, we know it can be difficult to find the time and develop the expertise required to implement all of the proper tactics for successful Google Ads. That’s why we offer our expertise in Google Ads accounts and are excited to work with you on your campaigns.