Are your AdWords campaigns failing to get clicks? Do your campaigns get clicks but those clicks don’t result in any sales? Are you paying too much for clicks or do you have to set your bid too high to ensure you appear in one of the top positions? Are you not getting a good enough return on investment from your AdWords spend?
We understand the frustration of each of these scenarios. After all, the pay-per-click model of AdWords appears so promising on the surface, i.e. you only pay when your ad successfully achieves a click. Of course, the reality is not as simple as that.
Here are five reasons why your Google AdWords campaigns are not delivering a good enough return on investment to make them worthwhile.
1. Your Keyword Strategy is Wrong
Getting the keyword strategy right in your AdWords campaign is crucial. This means selecting keywords that have buying intent. You must also analyse the competition to decide whether it is worthwhile targeting a specific keyword. For example, the competition might be too high making it difficult to get a return.
In addition, you must also include negative keywords. Negative keywords ensure Google sends the right traffic to your website by not showing your ad on search results pages that are not relevant.
2. Your Ad Text Is Not Compelling
Writing the text of a Google AdWords ad is a crucial part of setting up your campaign. There are a lot of things you need to think about, however. Firstly, you must ensure you follow Google’s AdWords’ policies. There are also character restrictions you must follow.
In addition, your ad text must achieve three crucial objectives:
- It must demonstrate to the user that you potentially have the answer to their query
- It must win the user’s trust
- It must have a compelling enough message to make the user click on your ad instead of one of the other options on the page
If your ad text doesn’t do all three of these things, you won’t get the results you should.
3. You Don’t Have an Effective Landing Page
Of course, getting a click on your ad is only part of the process of making an AdWords campaign successful. You also must convert that click into a sale. That is the job of your landing page.
The first mistake people often make is using the homepage of their website as the landing page. In fact, in most situations, existing website pages do not typically make effective landing pages.
The best approach is to design a specific landing page for the AdWords campaign, focusing on the user, answering all their questions, and giving them a reason to purchase right away.
4. You Don’t Analyse, Test, and Optimise
Even the most experienced AdWords professionals will analyse the performance of the campaigns they run, making adjustments to improve results. It is also important to run tests, including split tests, to optimise every aspect of the campaign. If you are not doing this, your return on investment will not be as good as it could be.
5. You Don’t Use an AdWords Expert
In theory, anyone can set up a Google AdWords account and launch an advertising campaign. This is because Google makes the process of doing so as easy to follow as possible.
However, optimising a campaign, making it profitable, and maximising return on investment requires specialist expertise. You can get this if you spend time gaining the experience and achieving certified Google Partner status. If you can’t do this, however, you should consider getting AdWords experts to run your campaigns.
Even when you factor their costs in, you will get a better return on investment than running a campaign that is not optimised.