Tag Archives: CTR

Why your ads are not getting results!

23 Jul

By Dee Jardine

So you’ve set-up your first campaign on Google Adwords, and expected your sales to double but instead you’ve seen barely any change in web conversions or enquiries.  Here are our suggestions of what may have gone wrong and how to fix it.

1. Your targeting is wrong


Too specific?

If your impressions are low chances are the keywords you’ve chosen are too specific to reach a significant audience.  Don’t just pull a few keywords ideas from your head, people are often searching for terms you might not have thought of.  As shown in our previous blog, use Google keyword planner as a tool to find a wider range of keywords to target. It’s often best to pick a wide range of relevant keywords and then narrow them down at a later date once you have an idea of what is working best.

Too broad?

If your impressions are high but your still not seeing positive results it could be that your targeting is too broad and irrelevant to those you’re ads are appearing before.  Check the match type of your keywords.  If for example you are selling only roof tiles you don’t want to appear in front of those searching for bathroom tiles.  There are two ways you can avoid this. The first is to select “bathroom” as a negative keyword, or you can change your keyword “roof tiles” to exact match type.

2. Your Ads are dull or irrelevant

Are your Ad’s boring?

Your ads need to give people a reason to click them.  Ensure your ad text is tailored to their search term, for example if you have an AdGroup with keywords based around cheap roof tiles include the term “cheap roof tiles” or “low cost roof tiles” in your ad text.  This confirms to customers that your ad meets their needs.

Remember your Ads are competing against your competitors for clicks.  Include an offer in your ad text to persuade customers to visit your website over competitors.  For example “15% Off – Exclusive Online Discount” or “Order Today for Free delivery”.

My colleague Caroline taught me a neat trick last week to make ads more eye catching. Add a full stop to the end of the first line of your text, below the headline and this will bring this line up beside the headline on high ranking ads.

Without a full stop your ad will appear like this.

blog1

With the full stop in place your Ads will appear like this.4

blog2

Misleading your customers?

You might find your ads get a lot of clicks to your website but no conversions.  It could be that your ads are very enticing but not all that factual.  For example if your ad says your have a wide variety of tiles, but when customers click to your website there are only a handful of choices they will soon click back off your page.

3.  Your landing page is useless

The most common reason for failing to convert a customer once they have clicked to your website is the quality of the landing page.

Are your frustrating your customers?

How often have you searched for something online, red shoes for example, seen an ad for red shoes, then clicked on this ad only to be directed to a homepage for a fashion retailer with no red shoes insight!

Sending your customers to your homepage is a sure fire way to infuriate them, they’ve just completed a search online, and you’ve managed to tick their boxes so far, why not do yourself a favour and make converting as simple as possible for them.

Website usability has a large impact on whether a customer will complete a transaction.  If they can’t navigate your page easily they will move on to someone else.  Look out for your websites usability on mobile devices, if your page compatible be sure to target your ads to desktop users only to avoid spending money on clicks that won’t result in sales.

Is your website persuasive?

Use language to encourage customers to make the purchase today.  Often customers will spend a lot of time browsing before they make a purchase decision, adding time factor such as “limited stocks available” will be them push they need.

Match the tone and feel of your website to your customer.  If your selling corporate stationery make sure the land page is professional; avoid a casual informal tone and use colours and images that fit the theme. If on the other hand you’re selling children’s party invites your tone should be fun and casual, with bright colours and entertaining images.  You might think this is obvious advice but it’s amazing how many people get it wrong.

Make sure your landing page gives enough information to answer questions customers may have, but at the same time is not too text heavy.  Often the nature and cost your product will impact the level of detail required, but too much text maybe off-putting to a time conscious shopper.

4. Other Constraints

Limited budget

If your budget is £5.00 per day and your average cost per click is £2.00 your ad will stop showing after it is been clicked around three times.  Therefore you have limited ability to reach enough customers to convert.  A higher daily budget over a shorter time period may prove more effective.  Try scheduling your ads so that they appear at a time of day when customers are most likely to convert, for example during work hours for corporate products.

Another factor to consider is your bid, if the average cost for a click is £2.00 but your maximum bid is £1.00 your ad will not rank high enough to be seen regularly.

Time & limited interest

If you are targeting an area as small as Northern Ireland, for a niche interest it may take more time to see any result from your ads.  If you’re confident in your targeting, ad text and landing page, and recognise there are few searches per month related to your product, give your campaign some time to start seeing results.

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