Why Your Google Ads Aren’t Meeting Performance Goals

You’ve set up your Google Ads, but for some reason, they’re not achieving the results you hoped for. So, what went wrong?

Get the most out of your advertising investment and reach your performance objectives by avoiding these common mistakes.

Your Ads Aren’t Showing in Relevant Contexts

Are your advertisements receiving a high number of impressions, but still have a relatively low Click-Through-Rate (CTR)? In such circumstances, your ads are likely being shown in contexts that are not actually relevant to your product or service.

Take, for instance, a brand that specialises in truck wheels. If the reach of their campaign hasn’t been accurately defined, it’s possible that a number of the ad impressions they’re getting are actually from people with no interest in their offering. Audiences who are searching for everything from go-kart wheels to bike wheels could be viewing your ads, so it’s crucial that you create highly targeted ad groups. It’s no surprise that, even if you’re getting lots of impressions, an irrelevant ad isn’t going to generate clicks.

So, how can you ensure that your ads are reaching the right people?

Start by looking at the advertisements themselves, ensuring that all of their content is appropriate, engaging and easy to comprehend. By completing thorough keyword research for each ad group, you’ll be able to include well-ranking terms and phrases that are specific to your offering. For instance, the brand mentioned in the above example could benefit from using the keyword ‘truck wheel’ as opposed to ‘wheel’ which is relatively broad. You can also refine your search appearance by specifying which keywords you would like to focus on and defining negative keywords (terms you want to avoid).

Your Landing Page is Poorly Designed

If your current Google Ads have a high Click-Through-Rate but a low number of conversions, it’s unlikely that the ads themselves are flawed as people are actively engaging with them. Instead, this often occurs when the content of the landing page doesn’t match that of the ad so, when people click to find out more, they are met with information they weren’t expecting.

Even if you’ve created a wonderful advertisement, individuals who are met with a confusing, overwhelming or complicated landing page will likely be deterred from pursuing your business any further. For this reason, it’s important to consider ways you could improve the overall readability of your landing pages. When designing your layout, keep it simple. Focus on enhancing usability and making converting easy. By including your contact details and an enquiry form on the page itself, you can keep the entire process as clear and straightforward as possible.

It’s also important to analyse where most of your clicks are coming from in terms of devices such as mobile, desktop and tablet. If your ads are achieving a high CTR but very few people are actually converting, it’s possible that most of these clicks are coming from mobile users and that your landing page isn’t optimised for small screens. It’s estimated that, worldwide, more than 2.7 billion people own a smartphone. By ensuring that your online domains are mobile compatible, you can tap into this market and make the most out of any clicks your Google ads receive.

Get Your Ad Headline & Description Right

Recently, Google released an update increasing the length restrictions of their Expanded Text Ads. Before its introduction, your advertisements could only include two headlines and one description of up to 80 characters. However, with the new and improved Expanded Text Ads, you can use up to three headlines and two descriptions that are 90 characters each.

If you’re yet to update your advertisements, now is the time.

“Using custom title tags and meta descriptions doesn’t require a high level of expertise, but it contributes to a higher click-through rate from search results” – Rhianna Taniguchi

By changing your copy to include three headlines and two descriptions, you can improve your ads search ranking and Click-Through-Rate. In fact, Google found that those who were responsive to their larger ad update received 20% more clicks than those using older formats.

It is, however, important to ensure your new ads are performing well before pausing those you created prior to the update. Rather than immediately making the transition, you may find it beneficial to compare the results of each ad group and continue to make adjustments until you’re confident.

Prospects Are Seeing Your Ads Outside Business Hours

If your advertisements are being displayed at all hours of the day, it may be worth restricting their appearance exclusively to when you have people to manage enquiries.

Depending on your business context and organisational goals, conversions may be highly reliant on prospects actually calling you to speak with a professional. If this is the case and they’re seeing your ad outside of business hours, you could be missing out on a number of potential leads that simply fail to get in contact. Once they’ve unsuccessfully tried to get in touch with you there is, of course, the very apparent risk that they’ll seek out assistance from one of your competitors.

Luckily, Google Ads gives you the option to only run your campaigns when you would like to. This means you can ensure that they’re being viewed by your target audience at relevant times, so there is always someone there to take their call.

You’re Not Making Use of Extensions

Ad Extensions expand your advertisement, providing users with additional information. By using extensions, you can ensure that all of your ads include crucial information about your offering and brand. The best part? There are a variety of Ad Extension options readily available to you, cost-free.

So, which ad extension is right for your business?

1. Callout Extensions

When you enable callout extensions, descriptive text is pulled into the bottom of your advertisements. Typically, Callout Extensions describe the attributes of your product, service or business.

2. Sitelink Extensions

Sitelink Extensions highlight specific pages of your website that you believe potential consumers will be particularly interested in. By using sitelink extensions, you’re able to make highly relevant pages easily accessible to prospects. You can also measure the Click-Through-Rate for each link, collecting valuable data about consumer preferences.

3. Review Extensions

Review Extensions are an excellent way for your business to evidence previous success, which can lower customer uncertainty. These extensions are automated by Google Ads and, to be shown, require that your ratings meet certain conditions. For instance, there must be at least 100 unique, relevant reviews from users in your country. You also need to achieve an average rating of 3.5 stars or higher.

Since including reviews in their paid advertisements, organisations have reported achieving a 19% increase in their Click-Through-Rate.

4. Call Extensions

By ensuring prospects have direct, convenient access to your contact information, your business can lower potential customers’ search costs. For organisations that rely on phone calls to generate conversions, these extensions can be a particularly useful tool.

Speak With an Expert

At the Lead Agency, we have extensive experience helping businesses like yours create exceptional B2B digital marketing campaigns. For more information, or if you’d like professional assistance improving your Google Ads strategy, get in touch with our team today.