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Frustrated with zero or low conversions from your Google Ads campaigns? This guide will help you pinpoint the problem and, more importantly, fix it.
With over 15 years of Google Ads experience and over $12 million spent on the platform, we’ve seen countless accounts struggle with generating conversions. The key is diagnosis. Once you identify the problem, you can solve it.
This article will walk you through potential issues that could be causing this problem and explain how to fix each one. We’ll also show you how to determine if that problem is actually affecting you.
Identifying the Root Cause
First, determine if the problem is actually with Google Ads. When running Google Ads and seeing a drop or lack of conversions, it’s easy to assume the fault lies with Google Ads. However, it’s crucial to consider other potential causes.
Compare your Google Ads data with other traffic sources like organic traffic (SEO), social media (paid or organic), and email marketing. If you see a widespread drop in conversions, the issue may not be with Google Ads.
Some other potential causes include:
- Website Issues: Technical errors or website design changes affecting conversion rates.
- Offer Problems: Unattractive offers or non-competitive pricing.
- Competition: New competitors or superior competitor products/services.
- Seasonality: Market demand fluctuating with seasonal trends.
Troubleshooting Google Ads-Specific Issues
If you’re confident the problem lies within Google Ads, examine these metrics:
1. Click-Through Rate (CTR)
CTR indicates the percentage of users clicking on your ads. A low CTR (below 8% for search campaigns) suggests your ads aren’t compelling enough. Optimize your ad copy to entice users to click.
2. Impression Share
Specifically, Top Impression Share. This metric shows how often your ad appears at the top of search results. A low impression share means your ads are being seen less often. Adjust your bids and optimize ad quality to improve impression share.
How to check Impression Share:
- In your Google Ads account, navigate to Columns.
- Select Modify columns.
- Add the following metrics: Search impression share, Top impression share, Absolute top impression share.
Other Solutions
- Landing Page Optimization: Create dedicated landing pages for your Google Ads, ensuring content aligns with keywords and ad messaging.
- Experiment with Different Campaign Types: If Search campaigns aren’t working, try Performance Max campaigns to reach customers across multiple Google channels.
Conclusion
Lack of conversions from Google Ads can stem from various factors. By accurately diagnosing the problem and implementing appropriate solutions, you can improve campaign performance and achieve desired results. Start by analyzing data, optimizing ads and landing pages, and experimenting with different campaign types. If you need assistance, consult with Google Ads experts for guidance.