You are convinced that Google advertising is an effective short-term solution to drive traffic and qualified customers, however for a few reason Google Ads doesn’t work, visits come to the web site but sales rarely materialize.
From my experience working with clients and from feedback on online groups and forums, the most constant complaints are:
-They want to pay less per click and that they don’t know-how.
-They receive few calls
-Too many visitors and nobody buys-Google exhausts its budget very quickly
-They don’t know what bidding strategy to use
-Don’t know what words to use in Google Ads
-They are confused about what their landing page should look like, or how it would be.
If Google Ads isn’t working for your company this will happen due to poor campaign management, an internet site that doesn’t provide the required information, and a sales team that’s not aligned with the objectives of both the corporate and therefore the Google Ads campaigns.
In this article, I explain 3 reasons I even have seen when Google Ads wasn’t the definitive solution to extend sales.
Table of Contents
#1 Mistakes on your landing page that don’t allow your Google Ads campaigns to work properly
Home (home page) isn’t your landing page. If you’re sending traffic to your home page or category pages it’s one among the most reasons for Google Ads campaigns not working as expected.
Usually, this section of the location has too many options and information; in most cases even external links to social networks, which becomes the exit point of the website , thus losing effectiveness when trying to convert visits into leads.
The objective of a landing page is to capture visitor data, therefore the idea is to make specific and optimized landing pages the maximum amount as possible for every product or service we are promoting.
Problem: Your landing page isn’t mobile-friendly. Although we are in 2021 it’s going to seem incredible but there are still companies that use websites that aren’t optimized for mobile devices, which find yourself affecting the user experience and campaigns.
Solution: Create a totally responsive website and optimize every landing page for this sort of device, which suggests including calls to action, buttons, text, and elements that adapt to the context the user is in.
Problem: The copy isn’t good. The message that’s laid out on the landing page doesn’t connect together with your audience , is just too generic, and doesn’t offer an answer to the matter that the person clicking on the ad has.
Solution: When planning the whole campaign strategy, our ideal customer should be kept in mind and reflected within the ad copy and every of the landing page elements.
Where is your call to action?
You are sending users that click on your advertisement to a landing page that does not encourage action, there are not any elements that tell users what to try once they get to your website.
What does one want people to try on your website?
-Fill out a form
-Buy a product
-Download a file
-You want them to write to you on WhatsApp
-Start a talk with a consultant
-Should I make a reservation?
First of all, you ought to set a campaign objective, one that’s an equivalent or almost like the one on the list, and be very explicit in inviting people to require that action.
All landing page elements, texts, photos, buttons, design, must persuade the user to satisfy that objective.
#2 Poorly managed Google Ads campaigns
Problem: Low budget for the campaigns.
Although the company decided to take a position in Google Ads, the budget isn’t enough to capture the required results in reach the sales target.
For example, if the sales team has an effectiveness of 10% we will conclude that out of 10 contacts achieved by the campaigns on the average one sale are going to be closed, bearing in mind to form 10 sales it’s clear that it’s required to initially reach 100 prospects.
So if the target of the campaigns is to close 20 sales, it’s necessary to invest the required amount to try to succeed in 200 prospects.
On the opposite hand, it’s not profitable to advertise on Google because it’s very expensive to urge a customer and therefore the return on investment is zero.
For example, if you sell a ten USD product and it costs you 20 USD to urge it, you’re losing 10 USD. you want to be very clear about this and review your business model to figure on the loyalty of the people that buy from you.
Solution: Make a sales projection and assign a budget supported objectives. this will be done through the sales history of previous months and taking advantage of knowledge offered by tools like Google Analytics and Google Ads itself.
Based on data like the effectiveness of the sales team, conversion rate of campaigns, and website you’ll start optimization tasks to form the most of each penny invested in campaigns.
Problem: Poor keyword selection.
One of the foremost common causes of Google Ads not working is selecting keywords that are too generic, encompassing terms that carry traffic that doesn’t align with the last word goal of the campaigns.
Solution: When making the choice of keywords it’s important to take into account the type of concordance and understand intimately how they work, the chances that every one offers us, and also their limitations.
It is necessary to understand the user’s search intention, i.e. to know at what stage of the buying cycle the user is at, and supported this, select the most suitable keywords.
Problem: Negative keywords can cause you to lose quality traffic.
You may not have selected the proper negative words and as a result, two things are happening: blocking relevant terms which will bring you conversions or on the contrary, which happens in most cases, the campaign is receiving clicks for words that aren’t associated with what you offer.
Solution: skills negative words work and take the time to review the account a minimum of once every week to seek out those keywords that are frustrating the performance of the accounts.
Use the shared library to facilitate the management of negative words, understand how cross negatives work and every of the choices to look for, include and manage negative words within the account.
Problem: Conversion tracking.
If we aren’t tracking conversions correctly it’ll be like walking blind, because we’ll not know which of the campaigns, ad groups, and keywords provide better performance and thus improve their performance.
Solution: Install the Google Ads conversion code on the many thanks Page of the website. Track conversions from Google Analytics to be ready to compare data between the 2 tools and obtain extra information to enhance campaign performance.
#3 When Google Ads doesn’t work because the sales process isn’t efficient
Problem: Lack of coherence
There is no communication plan so there’s no relationship between Google Ads campaigns, ads, landing pages, value proposition, and company values. In other words, the message on the ads and landing page is different when the customer is attended by telephone and when he/she visits the company’s premises or office.
Some entrepreneurs sometimes invite advertisements and landing pages to hold certain phrases to draw in the eye of consumers , leaving expectations very high, but when the customer receives the merchandise or is served, nothing of what was said is fulfilled.
Solution: The staff, not only the sales team, must be clear about the objectives of both the company and therefore the campaigns, the sales and communication strategy, which must be aligned with the worth proposition and always have the company’s customer in mind.
Problem: there’s no value proposition.
The lack of differentiation or specialization may be a barrier to stand out in your market, which ends up in not knowing which is the company’s ideal customer, so you’ve got a really generic value proposition that doesn’t reach a selected audience.
As soon as people reach your website it must be clear that what your company does is what your company does because it’s the right solution to their problem or need.
Solution: to style a strong value proposition everything starts with going to know your target customer also as possible, that’s to mention taking the time to make the customer persona, once you have completed this step the creation of the worth proposition are going to be an easier task because you’ve identified many of the fears, needs, and expectations, interests of the people that are your potential customers.
Bonus Mistake: You’re selling features, not solutions to problems
Problem: Selling only features, using ads and landing pages only to speak about the features of the merchandise or service, talking about how great it’s , how briskly and the way superior it’s , the large problem is that this sort of message doesn’t connect together with your audience and your arguments find yourself being an equivalent as those of your competitors.
Solution: Work on improving all of your texts, videos, and pictures by applying copywriting techniques to make content that connects and intimates together with your audience .
Interview your most loyal customers to work out the explanations why they always buy from you, you’re bound to find several ideas to use in campaigns and products, also as sales pitches to interrupt down objections and convince the most difficult customers.
If it’s important to include features, mention also what the advantage of those features is, don’t limit yourself to technical aspects only.
Remember, Google Ads can’t work miracles
While both Google Ads and Facebook are very powerful marketing tools, it’s not enough to run a few of campaigns and expect to close sales as a minimum effort, it’s necessary to form adjustments in each of the weather and areas,
You should not put the responsibility for sales on the marketing team or the agency that runs the campaigns, it’s a job that requires the involvement of the entire company, sales may be a process that must be continuously improved and learned.
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