Google Ads, previously known as Google Adwords, is a great platform to help grow your business online. There are a number of benefits to using Google Ads, which include boosting traffic to your website, increasing brand awareness, measuring the success of your marketing strategy and being able to compete with your competition. However, these are only a few examples of the benefits to using Google Ads. Sounds simple right? If you use Google Ads, you’re bound to boost sales by 100%. Unfortunately, not everything is as easy as it looks. Here are a few key factors that might explain why your ads just aren’t converting.
Wrong Search Intent
What is search intent? Why is it so important? When people are searching for something on Google they’re looking relevant information to what they’re looking for. If you’re looking for a pizza shop near your location, you don’t want pizza flavored chips to appear in the search results. However, general intention might not be enough, you need to make sure your ads are matching the individualized search intent.
This is why search intent is such an important part of Google Ads and is one of the most important reasons why your Google ads aren’t converting.
This is why search intent is such an important part of Google Ads and is one of the most important reasons why your Google ads aren’t converting.
Not Utilizing Google Ad Extensions
Extensions can be one of the most underutilized aspects of your ad strategy. According to Google, sitelink extensions increase your click through rate by 10-20%. Not only that, but call extensions increase conversion rates by 10% as well. In other words, extensions legitimately work.
However, do go into creating new ads assuming that just adding various extensions are going to dramatically boost your sales. The extensions have to applicable and strategic to your campaign goals. For example, if you’re looking to showcase your services, you shouldn’t be using a sitelink extension to direct someone to your contact page. If someone is looking for a specific service offering, take them immediately to the service page. When using ad extensions, remember to be strategic.
However, do go into creating new ads assuming that just adding various extensions are going to dramatically boost your sales. The extensions have to applicable and strategic to your campaign goals. For example, if you’re looking to showcase your services, you shouldn’t be using a sitelink extension to direct someone to your contact page. If someone is looking for a specific service offering, take them immediately to the service page. When using ad extensions, remember to be strategic.
Your Ads Don't Match Your Landing Page
Now that you have a better understanding of search intent and extensions, it’s time to fix those landing pages. Since landing pages are essential to your quality score, it’s important to make sure people clicking your ads aren’t taken somewhere drastically different. According to Search Engine Land, landing page experience makes up 39% of each quality score. You can craft the most beautiful ad copy full of extensions and keyword targeting, but if you’re landing page is horrible then you won’t convert visitors.
The most common mistake you can make is directing someone who clicks on your ad to your homepage. Directing them to your checkout or pricing page won’t work either. Nice try, though. You need to have landing pages that are dedicated to each specific keyword. Wait, there’s a reason for it. According to MOZ, matching your ad message to your landing page can lift your conversion rates by 212.74%. However, perfectly matching your ad to your landing page isn’t as important as creating an awesome landing page experience. You need to keep in mind user intent, proper keywords and expectation. If you keep these elements in mind, you will be providing your audience with a better landing page experience. Remember, landing pages are key to increased conversions, so put in the time to make sure they’re optimized.
The most common mistake you can make is directing someone who clicks on your ad to your homepage. Directing them to your checkout or pricing page won’t work either. Nice try, though. You need to have landing pages that are dedicated to each specific keyword. Wait, there’s a reason for it. According to MOZ, matching your ad message to your landing page can lift your conversion rates by 212.74%. However, perfectly matching your ad to your landing page isn’t as important as creating an awesome landing page experience. You need to keep in mind user intent, proper keywords and expectation. If you keep these elements in mind, you will be providing your audience with a better landing page experience. Remember, landing pages are key to increased conversions, so put in the time to make sure they’re optimized.
Example of a Poorly Setup Google Ad
The ad above is a great example of what not to do. Why? Because the intention is terrible. Someone is searching for great golf gifts for dad and this ad is showing up; however, the ad should take the searcher to a landing page with a comprehensive list of golf gifts for Father’s Day, not unrelated shoes and hats.
In the End, Conversions Matter
Increased conversions means more money in your pocket. That being said, they’re not always easy to achieve, it takes time and proper optimization. Make sure to start off by addressing search intent. If someone is finding your ads relevant, you’re in good shape. You can tell if the keywords you’re targeting match what you’re offering. After you get search intent down, add the necessary extensions. However, don’t just add them for the sake of doing so. Make sure there’s a purpose and a strategy behind your extensions. Lastly, optimize your landing page. Make sure your landing page is a great experience for the user. Apply these essential elements and you’re bound to see a change in conversions.
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