There are many reasons why your Google Ads campaigns may not be delivering your desired results, too many in fact. In this article, we will focus on four common mistakes why your Google Ads campaign may not be delivering your desired results.
Table Of Contents
Poor Keywords Selection
For Google Search Ads keyword targeting can make or break your campaign and, in some cases, your keyword targeting for Google Display and YouTube ads can play a key role in delivering your ads to the right people at the right time.
You should avoid choosing irrelevant or overly broad keywords which often result in your ad being displayed to the wrong audience. Focus on highly relevant keywords for your campaign and target audience.
When considering your Keyword Strategy avoid low-quality and highly competitive keywords, as these may result in poor keyword quality scores, low click-through-rate, and inflated cost per click.
Weak Ad Copy & Creatives
After conducting thorough keyword research, it is important to make sure your ads stand out from the rest. People online are flooded with ads constantly, so how can you make sure your ads are seen and interacted with?
Use creative elements that resonate with your target audience and highlight the unique selling points of your product or service. Craft persuasive, well-written ad copy to attract more clicks.
A/B test your creative elements and different ad variations to optimise your creative approach. It is worth spending time on your ad’s creative elements as these are often the first contact people have with your business in an online environment and we all want to make a good first impression.
Poor Landing Pages
Someone in your target audience has seen your ad online and decided to click on it. Now they have landed on your website. Your ad made a good first impression and it’s up to your landing page to do the rest.
It is important to remember that your ad landing page needs to be relevant to your ads and target keywords. This is to ensure there is no mismatch between your page content and the new visitor’s expectations. Providing a seamless experience to new visitors often results in higher conversion rates.
It is also important to remember that many users are on mobile devices, so ensure your landing page loads fast and is mobile-friendly!
Click Fraud Prevention
You have completed your thorough keyword research, created, and tested many creative assets, and optimised your landing page; but you’re only receiving spam leads or no leads at all, even though your ads have a high number of clicks. If this is the case for you, you may want to investigate implementing click fraud prevention on your Google Ads campaigns.
Click fraud prevention can help mitigate the negative impact of fraudulent clicks on your campaign’s performance. Improving ad quality scores results in better ad placements; higher search results and enhanced data accuracy, as click fraud can often distort the performance of your ads making A/B testing difficult.
In Short
Ensure you are targeting the most relevant keywords to reach the people most relevant to you, your campaign, business, or marketing objectives. Craft persuasive and captivating ads by optimising your ad creative elements to stand out and resonate with your audience. Align your landing page with your target keywords and ad creative to ensure a seamless experience for your new potential customers. Protect your campaign from fraudulent activity to ensure accurate results and improve campaign performance.
