If you are reading this, I believe that this is a issue you're trying to solve because you do not have an idea where the problem is coming from and that is the reason why posts like this is very important for you to follow. You're not the only one that is facing this problem and you won't be the last.
Technically, I believe that your ads is great and there is nothing wrong with it, but you need to understand that Adwords is all about trying and testing because it can be very frustrating after investing heavily on Ads and you are not getting any conversion or sales but you are getting many clicks.
If you are fairly new to Adwords its very easy for you to start blaming your set-up, ads structure and even the campaigns itself. However in reality, the problem is something lot more closer to you, though it could be technical. So, If you’re getting clicks but no conversions, or not enough sales to break even, it’s time for campaign and site analysis.
Problem 1: Landing Page
What's Wrong?
Probably your landing page design is too complex and difficult to navigate, certainly that will make your visitors bounce and resulting in no conversion. Most person does not have the time to start figuring out how to move around your site. And if you use a landing page that is not relevant to your ads, you're really wasting money on Ads.
For example,
If you are running an ads to sell female shoes, make sure the landing page is taking visitors to where the female shoes is located else, you will be having click and none will convert. The landing page where you're going to send you're visitors to is very important and plays important role to your conversion.
So if you're running and Adwords campaigns for red female shoes, ensure that the landing page is pointing to where the red female shoes are located.
The Fix (Solution):
After analyzing your landing page and you thing the problem is coming from there then you need make some changes to it.
Make sure that the landing page you're using is relevant to your ads, where you're sending you visitors matters alot when it comes to conversions. Make sure that where you are sending your Ads visitors to is very relevant to your ads. Save your visitors the stress of looking for what they want on your website.
Ensure the landing pages is responsive and easy to navigate, use simple design and avoid making the page complicated, users does not have the time to start figuring out how things are on your page. Like the example above, for a search for “red female shoes”, you should direct the visitor to a page on your website that is all about red female shoes, not leather shoes or generic like just shoes.
Else, you risk spending money on Ads with no conversions.
After checking your landing page and you think the problem is not from there and everything is fine, then move to the next problem.
Problem 2: Seasonality
What's Wrong?
Seasonality affects conversion, if the product you sell or services you render is seasonal or has a particular time your customer may be searching for what you offer, it would affect your conversion rate. This is very important when running Adwords campaigns and should be taking into consideration because if you don't understand this you would be wasting money.
If you are running Ads campaigns for a service or product that is seasonal at the wrong time of the season, its obvious that the campaigns would not convert and you might just be wasting your money on Ads that is not bringing in buyers.
The Fix (Solution):
After identifying that what you sell or offer is seasonal , I don't think there is a much fix here apart from running your ads at the season. Bear in mind that your buyers are human beings and they react to things like the weather, holidays and so on, so bear that in mind.
Seasonality is something that is normal in some industries and it happens from time to time. But, however if you thing your product or services is not seasonal. Then check the next problem.
Problem 3: Location Targeting
Whats's Wrong?
Depending on your product or services, traffics from a particular geographic location may not give you any conversion. Those location can be any country, state or city and if you target these countries that your ads is irrelevant to, it can result to having high bounce rate and lose of money.
Running an Adwords ads that focuses on a whole city, region or state while you know your are not serving them is a waist of money because those users will definitely not convert.
The Fix (Solution):
Location targeting is very vital to conversion rate, depending on the services or product you're offering, you need bear your targeted location in mind.
For Example
If you are selling an iced cream or food stock, you may not be selling to the whole region. For this I thing you should always indicate your target location when running any campaign.
I used the Iced Cream example because I have seen ads on Ice Cream where they are very far from me (they are not even in my state), so even if I other the there product how long will it take them. The truth is I don't know is was running that ads but the person was seriously wasting money because the ads is irrelevant to people outside there reach.
The Fix (Solution):
Location targeting is very vital to conversion rate, depending on the services or product you're offering, you need bear your targeted location in mind.
For Example
If you are selling an iced cream or food stock, you may not be selling to the whole region. For this I thing you should always indicate your target location when running any campaign.
I used the Iced Cream example because I have seen ads on Ice Cream where they are very far from me (they are not even in my state), so even if I other the there product how long will it take them. The truth is I don't know is was running that ads but the person was seriously wasting money because the ads is irrelevant to people outside there reach.
Those locations that is not your targeted locations, you should add them in location exclusion list to avoid them in advertising. Make sure that your ad will be shown on right location to get conversions. If you want to run your ad in USA then you have to choose USA in location setting, if its a particular state you want to target, make sure you exclude other states.
However, if you think your location is good and yet its not not converting, them lets see
Problem 4: Keyword Relevance
What's Wrong?
You may be targeting the wrong keywords and if you are bidding on the wrong keywords you are really wasting money because this will lead to zero conversions. Any keywords you bid on will be shown to customers that are searching for that keywords on Google.
Again, lets borrow the example from the red female shoes, if you are bidding for this keyword be clear on this, do not use Google Adwords Broad Match Keywords.
The Fix (Solution):
To fix this or make it right, always use Single Keyword Ad Group (SKAD). SKAGs are a way for you to gain more control and achieve higher conversions from your AdWords ads. And as the name implies, Single Keyword Ad Groups are ad groups with just one keyword in them.
Here’s why: By pairing your keywords into their own unique ad groups, you can make sure that the keywords you’re bidding on, match the search terms you’re paying for. Please, do not use broad match keywords you will only be wasting your money on some irrelevant keywords.
Again be very specific and clear with the keyword your bidding on, because if you don't take care of this and treat it as important as it is, you will end up watching your ship sink (if you have watched a movie where the ship is sinking, you will no that it is not a very good experience. Always use Negative Keyword listing to add keywords that are irrelevant your campaigns.
If you think your keywords is good, them here is certainly the problem why your ads is not converting
Problem 5: Disconnect between your ads, landing page and what you actually want the users to do
What's Wrong?
Having followed this article up till now and you think every points that I've listed here is not your challenge, then I will advice that you review your ads again. This point is very important and it is one of the major reasons why 70% of your visitors will bounce without converting.
If your ads is saying something and sending your paid visitors to a landing page that is different or difficult to navigate, the user will sure bounce because what they expecting before clicking the ads is not what they are seeing.
The Fix (Solution):
If your goal is for your paid visitors to make purchase of something on your website, make sure the purchase button is very bold and clear. Again, let your ads and landing page be uniform (they should say one thing), do not send paid visitors to landing page that is different from your ads (they will surly bounce).
You should make your goal very clear before running the campaign and make sure that your ads, landing page and what you want the visitors to do is very obvious.
Conclusion
Adwords is very beneficial when don right, but just as beneficial you can still lose alot of money if done wrong. And if your ads has not been converting I advise you properly review them and carry out regular optimization to avoid wasting money. The whole goal of running a campaign is to improve ROI at low cost.
So, go check out that campaign that is under performing and do some optimization to improve it.
Right Keywords + Right Ads + Targeted Location + Specific Landing Page = High Conversion Rates
Thanks
However, if you think your location is good and yet its not not converting, them lets see
Problem 4: Keyword Relevance
What's Wrong?
You may be targeting the wrong keywords and if you are bidding on the wrong keywords you are really wasting money because this will lead to zero conversions. Any keywords you bid on will be shown to customers that are searching for that keywords on Google.
Again, lets borrow the example from the red female shoes, if you are bidding for this keyword be clear on this, do not use Google Adwords Broad Match Keywords.
The Fix (Solution):
To fix this or make it right, always use Single Keyword Ad Group (SKAD). SKAGs are a way for you to gain more control and achieve higher conversions from your AdWords ads. And as the name implies, Single Keyword Ad Groups are ad groups with just one keyword in them.
Here’s why: By pairing your keywords into their own unique ad groups, you can make sure that the keywords you’re bidding on, match the search terms you’re paying for. Please, do not use broad match keywords you will only be wasting your money on some irrelevant keywords.
Again be very specific and clear with the keyword your bidding on, because if you don't take care of this and treat it as important as it is, you will end up watching your ship sink (if you have watched a movie where the ship is sinking, you will no that it is not a very good experience. Always use Negative Keyword listing to add keywords that are irrelevant your campaigns.
If you think your keywords is good, them here is certainly the problem why your ads is not converting
Problem 5: Disconnect between your ads, landing page and what you actually want the users to do
What's Wrong?
Having followed this article up till now and you think every points that I've listed here is not your challenge, then I will advice that you review your ads again. This point is very important and it is one of the major reasons why 70% of your visitors will bounce without converting.
If your ads is saying something and sending your paid visitors to a landing page that is different or difficult to navigate, the user will sure bounce because what they expecting before clicking the ads is not what they are seeing.
The Fix (Solution):
If your goal is for your paid visitors to make purchase of something on your website, make sure the purchase button is very bold and clear. Again, let your ads and landing page be uniform (they should say one thing), do not send paid visitors to landing page that is different from your ads (they will surly bounce).
You should make your goal very clear before running the campaign and make sure that your ads, landing page and what you want the visitors to do is very obvious.
Conclusion
Adwords is very beneficial when don right, but just as beneficial you can still lose alot of money if done wrong. And if your ads has not been converting I advise you properly review them and carry out regular optimization to avoid wasting money. The whole goal of running a campaign is to improve ROI at low cost.
So, go check out that campaign that is under performing and do some optimization to improve it.
Right Keywords + Right Ads + Targeted Location + Specific Landing Page = High Conversion Rates
Thanks
