7 Reasons Why Your Google Ads Are Not
Google ads is one of the most effective tools in the realm of digital transformation, aiding the overall marketing campaign in its entirety. After all, doesn’t everyone conduct a Google search before actually making a buying decision? Google drives 96% of mobile search traffic while 88% consumers research online before making a purchase. Various Google marketing tools help you boost conversions and spike your return on investment.
According to Google, for every dollar spent on Google AdWords platform, on average, yields double the amount i.e. $2. If used to its exhaustive potential, it can work wonders for your overall campaigns. But the question that arises here is – are you using it to its maximum potential? If so, have you been able to reap outcomes that you expected from it? If you have been implementing all the right tactics and still your Google ads are not yielding results, there might be key details that you might have missed out on. Let’s explore them in detail:
Ad scheduling refers to specifying the days and the time on those days you wish to show your ads. If you haven’t set an ad schedule for your campaign, then it automatically shows on all days and at all hours. It’s a pretty common detail to miss.
On the other hand, if you have profusely restricted your ad schedule i.e. at an hour or two in a day and very few or no searches are made during that time, then again your ads will garner no traction. Another thing that might have gone wrong is that you may have mixed up the audience, meaning you may be running ads at all times for all kinds of buyer personas that you are targeting.
Run a quick check on your ad schedule by going on the campaign you’re interested to view, selecting the settings, and clicking on the Ad schedule option. Make changes in accordance to the details you have missed out on.
Even though, this isn’t the only one that determines your Ad rank, it definitely is one of the most vital factors to consider. If you are bidding way too low on your keywords whilst your competition is placing much higher bids, then there stands a high chance of your ads not running as they should. A number of aspects work with the bidding amount, such as:
● Ad relevance or quality
● Expected Click through Rate (CTR)
● Landing Page quality or relevance
If these elements seem to have a shortfall, then consider going for a bid hike to help boost your ad ranking.
This is one of the most common reasons for your ad campaigns not working out. In case you are setting up a completely new account with Google AdWords, then you are more prone to facing issues with billing. So, for you to avoid getting in this situation, ensure that you have set up all the relevant information necessary for the payments.
Even if you happen to be working with Google AdWords for a while now, it’s still safe to run a check. Check if your payment method is active, the credit card details are properly filled in and that there are no other related issues. If your payments haven’t gone through, then your Google ads won’t show. So, keep checking from time to time to make sure there are no glitches in this section.
The display network refers to a muster of targeting and colossal levels of customization. This exposes you to a great deal of opportunities to help you tap into just the right target audience. However, it can also be one of the reasons that you are not able to hit your impression goal.
With an availability of such disparate targeting options including demographics, placements, keywords and a lot more, you can choose these to create just the right buyer persona that fits well with your product or service. But pause, think. Is your targeting skewed and making you lose out on a number of potential prospects?
It’s not necessary that your prospect will fit all of the elements in your defined buyer persona and if they don’t qualify in even one of these elements, they won’t be able to see your ad. In such a scenario, select the “bid only” option instead of “target and bid” so that even those that don’t fit in all the options of your defined buyer persona can see your ad with even a single match, if not more.
Another thing is – location. Are you targeting the right location for the right kind of persona or everything has got mixed up for you or you are running one campaign for all locations and all personas?
This is that run-of-the-mill situation that marketers often happen to find themselves in. Negative keyword list is typically created at a campaign level, in a shared library or an ad group and is applied to all the campaigns that you are running. Now, the issue in this could be that the negative keywords might coincide with your targeted keywords.
For instance, if you have an active keyword as ‘upscale luxury handbags’ while one of your negative keyword phrases include luxury handbags’, then all those searches with your active former keyword won’t show your ad. This potentially causes you to have all your campaign efforts go for a toss.
To avoid this, ensure making necessary changes in your negative keyword list before running your campaign. Run checks through the following places to do away with unwanted conflicts:
● Shared Library Negative Keywords
● Ad Group Negative Keywords
● Campaign Network Negative Keywords
Moreover, in the negative – positive keyword overlap, don’t forget about the “exact match” keywords. You may have also been impacted by Google’s latest exact match shift and that might have been hurting your campaigns without you being aware of it at all.
Quite self-explanatory, if you are not looking out for exact match, look out for “Exactish” match. You understand the gravity of using more and more of “exact match” keywords in your ad campaigns, don’t you?
Your quality score plays a crucial role in determining your ad success. It’s because the quality score acts as an indication of how you can expect your ad to perform in the auction. If you keep seeing ‘rarely shown due to low quality score’ next to your keywords, then it sure is a clarion call for you to work on it.
So, how do you rectify this? First of all, check your Google ad copy for keyword optimization. Rework on ad copies with low CTR and run an A/B test to identify which one is actually working out for you. Another thing to do is check your destination URLs if they are getting directed fine and the loading speed is not too low.
Just how you can block negative keywords, you can also choose the display network you want to show your ads on by adding the right filters. This option helps you exclude those websites and webpages that you don’t wish to display your ads on. You can even exclude pages about a specific topic. Additionally, you can choose the remarketing lists and customize interests that you want to exclude from your ad campaign. This option is greatly advantageous as you can control your efforts and money. This also helps you display your ads only on the sites and pages that can prove relevant and bring in potential prospects. However, keep this Google note in mind about excluding placements.
While campaign exclusions can prove conducive for you to use your resources directionally and optimally, keep a check to see if they aren’t barring potential customers from coming to your ads.
If deployed in the right way, Google ads can get you really high ROI on your Google AdWords investment. Ensure keeping a check on key factors that may have been impacting its efficacy. With the right ad schedule, tapping into the right audience, and right keywords, among other factors, you can achieve great success in your Google ads campaigns.
CEO & Founder at BubbleGum Marketing
As CEO & Founder of BubbleGum Marketing, Cam leads a world-class Marketing team, that serves businesses all over the world to achieve their marketing objectives. In his spare time, you'll find him chilling with his family, paddling his SUP, riding his mountain bike, or walking his golden retriever dog, "Summer"
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