Are you struggling to see real results with your Google ads? A few simple adjustments may be the difference between lackluster analytics and that much-anticipated sales boost!
Here are four reasons why your Google ads aren’t getting clicks.
1. Your budget and/or click-through-rate is too low.
The Google Ads platform operates on a pay-per-click (PPC) model, which means that you pay for each click on your ads. Thus, a lower budget results in fewer clicks. When your click-through-rate (CTR) is too low, it tells Google that your ad’s messaging is not resonating with intended users. Increase your budget to ensure that your ad is seen — and clicked on — by more people.
2. Your ad copy is weak or unclear.
We’ve said it before, and we’ll say it again: In a crowded online space, it’s unequivocally important that your content be valuable and easy-to-understand. When it comes to ad copy, the same idea holds true. In fact, unconvincing or irrelevant text may actually deter users from clicking on your site.
Your ad needs to directly respond to a problem faced by your targeted audience. By incorporating your target keyword into your copy (more on that below), you signal to Google that your ad is relevant to that search query. The more keyword-focused your content, the better.
3. Your landing page is unoptimized.
The goal of your ad is to send users to your website — but if your landing page is slow to load, not mobile-friendly, or difficult to navigate, potential customers or clients may quickly lose interest. Plus, Google won’t promote your sponsored content as high as other ads if it doesn’t feel like your landing page is valuable. In other words, if your call to action doesn’t deliver the promised information to users, based on the intent of their search queries, you won’t perform as well in the ad auction.
Look closely at each keyword you’re targeting with your Google ads. Think about what queries are leading users to those keywords. What are their challenges? What are their goals? How can you help them succeed? It’s the answers to these questions that should guide you as you develop your landing page.
The lesson here? Your website content is just as important as your ad copy. Given this connection, we always encourage our clients to create ad-specific landing pages.
4. Your keywords are too broad.
Broad keywords may lead to an audience that is not truly interested in your product or service. Instead, use specific, long-tail keywords to attract your ideal client or customer. As an example, consider an ad that focuses on “real estate agent in Florida.” While it may be of interest to more people, it won’t necessarily help those individuals looking for a new home in a Tampa suburb. Try a keyword like “residential real estate agent in Tampa and surrounding areas” for better results.
Heather Miller, Director of Paid & Organic Search at Carlisle & Co., is an expert in all things Google ads.
Our advertising packages include custom graphic and copy creation, keyword targeting research and competitor and market analysis as needed, A/B testing, strategy calls (kick-off and monthly check-in), and monthly analytics reports. Still not convinced? In the first quarter of 2024, we reached out over 800,000 people with our ads, managed over $25,000.00 in ad spend, and received over 6,000 clicks for our clients (including Carlisle & Co.!).
Contact us to learn how we can elevate your Google ads!
If you’re looking to develop a digital marketing strategy and expand your online reach, please reach out to our team today.
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