Google Ads, previously known as Google AdWords, has become indispensable to business advertising strategies. It’s no longer just an option; it’s a pivotal element in a company’s marketing efforts.
I have witnessed the platform’s evolution first-hand over the last two decades and have benefited from its ability to put our message in front of people looking for our services. Getting started and setting up a campaign has become much easier than in the old days. Recently, as with everything else on the planet, they have added AI to assist in the creation of the ads for your campaigns, and this assistance will likely grow soon. In addition, for those seeking human help, they do offer some support here as well. Although Google-provided resources can be helpful, seeking professional assistance for more complex accounts may still be necessary to manage your spending effectively.
This article aims to assist you in identifying and addressing any issues with your campaigns, whether through DIY management or when reviewing data from your Google Ads service provider. I will tackle a few of the more common problems that are quickly identifiable by examining the top-level numbers in your account.
Google Ads Campaigns are producing low or no impressions.
- Check that everything is enabled and present. This includes the Campaign, Ad Groups, Ads, and Keywords.
- Check that the ads have been approved. Google will approve most ads within minutes or hours; however, some could take days. It may be the case that your ads are still awaiting approval.
- Check the budget. Your ads may not get enough exposure to generate clicks if the daily budget is too low. It may be the case that you are out of budget or your billing settings need to be fixed.
- Check Ad Targeting. The targets may be too narrow, so consider widening the net by targeting a larger audience.
- Check Keywords. Are people searching for the keywords that are selected? Do you have too few keywords? Are you only using Exact Match Keywords?
- Check Ad quality. Generally, you will see a notice about this in the system. If a warning is present, review your ads and follow Google’s suggestions within the interface.
Google Ads Campaigns have impressions but low or no clicks.
- Check your Ads. The ad content may not be appealing or relevant to the users. Remember that this ad content needs to attract users, not just a list of keywords. As with anything you write for the web, write for people first, then algorithms.
- Check your Keywords. Your keywords might be too broad, making your ads irrelevant to the user’s search criteria. One way to address this problem is to create multiple ad groups that contain a narrower list of keywords around a central theme. Then, develop dedicated ads for each new list. Keyword refinement will lead to better alignment with user intent.
Google Ads Campaigns are producing poor clicks and low or no leads.
- Remember to add Negative Keywords. Utilize negative keyword lists to disallow the appearance of your ad when specific terms are used with a search. I am of the belief that if you do not have any negative keywords, you will likely spend too much money and reach the wrong people.
- Ensure the landing page closely matches the promise of the ad. Improve page load times, mobile responsiveness, and overall user experience.
- Review search terms. You want to ensure those clicking on your ads search for the proper terms.
- Review ad placements to see where your ads are showing. Do the sites seem relevant? Do the sites seem spammy? Refine the list and remove any sites that do not seem appropriate.
- Refine audience targeting to be more specific. You don’t want everyone, just the right people.
- Verify that conversions are correctly implemented. It could be the case that a misconfiguration needs to produce more data.
- Check your landing pages. Confirm that the actions you want the user to perform on your website are functional and apparent.
As you can see, even by just looking at the top-level numbers, there is a lot to check and a lot you can do. Google Ads has cemented itself as an essential marketing tool. To maximize the effectiveness of your Google Ads campaigns, an understanding of campaign settings, keyword strategies, and ad quality can help preserve your budget while enhancing results.
Whether navigating Google Ads on your own or leveraging the expertise of a service provider, understanding and addressing these fundamental aspects can significantly improve your campaign performance.
If you need help to start or maintain your Google Ads campaigns, Beezwax can assist you. We offer services such as auditing or managing your current campaigns, developing informative dashboards and data visualizations, and analyzing your landing pages to improve conversions.