Want to know why AdWords doesn’t work for your business? There are a few reasons your AdWords campaign is underperforming, but the good news is that there are solutions.
So how has the wild ride of AdWords been? Feeling confident in your keywords and bidding? AdWords may still be slightly new to you, or you may be a seasoned campaigner. At some point in your AdWords adventure, you probably felt the frustration of it just not working. Staying up late or clocking in hours of forums and FAQs. Maybe you start Googling for accessible and affordable solutions *wink.*
You’re not the only one! “Why AdWords Doesn’t Work” is a typical Google search. While it may be frustrating, others have trodden this path before you. AdWords is a sophisticated tool. More than anything we are here to help you with this experience. So here are some of the likely reasons why AdWords just isn’t working for you and how to fix your campaign.
Not Taking The Time To Manage Your Campaign
The most significant barrier to this whole AdWords madness is time. Taking the time to understand AdWords, time to implement and time to manage. If you are seeing poor results without having put some long hours, then you may have been missing crucial warning signs. AdWords is not a platform that you can put on autopilot and achieve top-notch results. Nor is it something that throwing money at it solves. So think if you have dedicated a decent amount of time to research your audience, find the best keywords, match types, ad groups, and other technicalities of a good campaign.
Without a solid foundation to your AdWords campaigns, trying to optimize is going to be tough. Many people think that their campaign isn’t proving results means they ought to bid more. First, take a deep dive into the foundation of your campaign with frequency. Checking in once a month is a start but watching search terms weekly is best. You will not unearth costly issues without regular check-ups and adjustments.
Each adjustment takes time and needs to monitored, because it just may make your campaign worse if you are not sure with what you are doing. So set some time to refamiliarize, learn, read up on some pro info, and create confidence with your AdWords account.
Recently, the Teacup team audited an AdWords account that was wasting two-thirds of their budget on non-relevant search terms with no conversions. This had been going on for months. A few hours of investment would have paid off hugely over time as their budget could be repurposed from bad keywords to good customers.
AdWords Doesn’t Work If You’re Not Staying Relevant
Being relevant to customer searches is, arguably, the most critical factor to a successful campaign in AdWords. Relevancy indicates to Google you have done your research on your location, audience, ad copy, keywords, etc. Conversely, if your AdWords campaign is not performing well, then you want to re-evaluate your relevancy.
Your ads, keywords, negative keywords and landing pages all add up to your Quality Score – Google’s calculation of your relevance to potential customers. That is where you’ll want to keep a close eye. The good news is that you save money with a higher Quality Score. Apart from your bid, Quality Score defines your ad rank so the higher the score, the higher your rank in the ad auction.
Low Quality Score Is Ruining Your Campaign
At first glance at your Quality Score, look for keywords with a 5 and below. These keywords need some attention. Make sure your ad groups are not too stuffed with keywords to ensure better targeting. Then check your ads to make sure the most relevant ad copy is being shown, encouraging customers to click and covert. Here is more info on Quality Score. This goes the same for landing pages, test and adjust. While you may think your creativity is excellent when it comes to creating your campaign, the numbers may bear that out.
Make sure to look at your match types too. Each match type is like a different version of your keyword. Evaluate each keyword by their match type because it may be bringing down not only your keyword but your ad group and ad. If you have started very broad, restrict your keywords to phrase match. If you started your campaign too narrow and had no impressions, try expanding to modified broad match. Also, ensure that your keywords are used in your ad copy and text, this greatly helps with relevancy.
Relevance is the most important quality a brand, store or experience can offer
Get Your Website Ready For Customers
An often overlooked factor when troubleshooting an AdWords account is your website. This includes what you’ve designated your landing pages. You may make all the right adjustments in the AdWords platform but don’t take a moment to look at your site. If you got potential customers to click your ad, you’re doing great, but if they immediately click away upon arrival, you’re just wasting your budget. So make certain your website and landing page customer ready.
Think of it this way; your landing pages are part of your sales funnel. Your website is an extension of your ad, a continuation of the customer journey. So go on that journey for yourself, and see if your site/landing page is enticing, clear and informative. Your visitor is only going to be there for a few seconds, so it has to be instantly relevant to what they are looking for. If you haven’t revamped your site, this may be a great time to do so.
Many experts recommend that you A/B test your landing pages. However, in our experience, the issue is often that the advertiser is sending every click to the home page, regardless of what the ad is promising. So, if AdWords isn’t working, try a different landing page for each ad group’s theme. Be specific to the Google search.
Common AdWords Mistakes To Watch Out For
If you are confident you have put the right time to your campaign, the website is solid and relevant, then here are for more troubleshooting ideas.
Are you using Ad Extensions?
By adding extensions, you help your relevancy and click-through rate. Extensions make ads more efficient and clickable. This makes it easier for customers to interact with you and Google likes that. Adding extensions when you had none before can be instrumental in improving your ad rank.
Have you stopped looking for new keywords?
As your customers, products and industry change so will your keywords. Look for new keywords to freshen up your campaign. Add new negative keywords to your list too. Don’t pay for clicks that are not relevant to you.
You haven’t efficiently grouped keywords together
Your business offers different services and products. So, you wouldn’t define all of them the same and nor do your customers. But if you haven’t grouped your keywords appropriately, then that is precisely what you are doing. Create smaller ad groups specific to different offers, products, and audiences. This makes your ad copy and landing pages more relevant to the search.
You’re not tracking conversions
A biggie that we emphasize at Teacup is to have conversion tracking set up right. If you can’t see if your ads are leading conversions that you are going to feel that AdWords is not working. Here is how to add conversion tracking to your website.
Not knowing your competition
If you are feeling stumped on how to improve your presence, ad copy or keyword selection then take a look at your competition. Think about how they may be more appealing than you. Then test out some of your new found inspiration.
If you’re not prepared to be wrong, you’ll never come up with anything original.
Get AdWords Working For You
Getting this far in AdWords is fantastic! As challenging it was to start, AdWords continues to need attention. Luckily, with so many resources out there you should be able to troubleshoot your non-working campaign. Maybe it’s time to hand over your account to some experts to save you time and headache while keeping to a budget of your liking. That’s what we at Teacup are here for!