Whether you’re new to the Google Ads game or are a seasoned expert, there could be a number of reasons why you’re running into issues with a certain campaign. Sometimes it comes down to things that are easily remedied, while others may need a little more TLC to ensure your campaign is reaching the right audience at the right time.
Here are a few questions to ask yourself about your campaign, and if you answer “yes” to any or all of them, I’m going to tell you how you can fix each problem.
Are your ads boring?
A picture is worth a thousand words, so are you utilizing it to your advantage? Audiences are very focused on eye-catching, attention-grabbing ads. Whether you have a Search, Display, or Shopping network campaign, you want to make sure you’re stopping people in their tracks with your ad. Think about what you could add, or even subtract, to really maximize your ad money.
Are your landing pages effective?
When you’re directing potential customers to a certain place, you have to be positive the landing page tells them everything they need to know. Keep it on brand, informative, and most importantly, user-friendly. Nothing turns away someone quite like a confusing site. Drawing a crowd to your site is only effective if the link is effective!
Are your CTAs clear?
A call-to-action is arguably one of the most important pieces to your Google Ads campaign. If you’re trying to garner more visitors to your site, or even more customers, you have to ensure your copywriting is clear and concise. Your CTA may say “Check out our website” when what you really want is more email subscribers. Consider changing the language to be specific to what you’re trying to achieve with this campaign.
Is your keyword targeting all wrong?
A main point of Google Ads is targeting the right audience, but you must first be aware of who your target audience is and what the words and phrases (i.e. keywords) they’re searching for. If you’ve got your sights set on a certain demographic but aren’t entirely sure which keywords to use to reach them, do some digging to find what has worked in past campaigns, or even what has worked for similar brands.
Take advantage of the Keyword Planner tool to see historical trends and forecasts on your existing keywords and discover new ones. Do you have Google Analytics setup and connected to your Google Ads? Check out how your paid traffic interacts with your website and pause any keywords in your campaign that perform poorly (e.g. high bounce rate, low conversion rate, short session duration).
Is the timing right?
Have you considered the best time to be marketing this campaign? Sometimes, thinking about when people are most going to pay attention to your ad is as simple as timing. For example, clothing companies and office supply stores market their products more heavily in “Back to School” season, and chocolate companies increase their advertising during holidays such as Valentine’s Day and Christmas.
Timing also matters on which days and hours you run ads. For instance, it doesn’t make sense to run call ads when your business is closed and there’s no one to answer the call. Take a step back and see if there’s a certain time of year, month, or day when your campaign would be most relevant — and your money better spent.
Get more out of your Google Ads
There are myriad reasons as to why you may be struggling with parts (or all) of your Google Ads campaign, but taking a step back and looking at the big picture can often be the answer. Between all of the moving pieces, it’s vital to guarantee each one is working cohesively with all of the others. A Google Ads campaign can be an amazing tool, but like any great tool, you’ve got to use it properly and effectively.
As a Google Ads certified copywriter, I’m both able to write ads that attract clicks and optimize your campaign’s performance for a higher ROI. Reach out to Wordy Team today to start getting more out of your PPC advertising!
