March 30, 2020
The 5 Key Reasons Google Ads Campaigns Fail

The 5 Key Reasons Google Ads Campaigns Fail


Darren Taylor: PPC isn’t
easy, that’s for sure. At the same time, there are
some simple things you could be doing to make sure your
campaigns are working. In this video, what I’m going
to break down is the five reasons, the five main reasons
I’ve seen in my experience that PPC campaigns fail and
businesses abandoned PPC as an idea and think, “Oh
my God, this doesn’t work. It’s terrible. I’m going to quit Google Ads
because it doesn’t work.” When in actual
fact, that PPC campaign just need a couple of
changes and all of a sudden the profits
will start rolling in. Let’s get into it. [music] Hey, guys. Darren Taylor of the
bigmarketer.co.uk. My job is to teach you all
about search engine marketing. If that’s up your street, you should
consider subscribing to my channel. Today, we’re looking at the five
main reasons PPC campaigns fail, why people become frustrated
with PPC as a channel reading all the things they read about
Google being greedy and how AdWords doesn’t work on some of
these small business forums. In actual fact, all it
is a couple of tweaks. I’m going to share, the five
main reasons I’ve seen in my experience why PPC campaigns
fall flat on their face. The first reason I see
PPC campaigns fail time and time again
is too many keywords. I’ve seen PPC campaigns for
a very specific service. It might be up for a
plumber, it might be for some who’s not
in trades, it might be for someone in a
professional service like an accountant, for example. There’s thousands and thousands and thousands of keywords
in their account, a lot of them are low
search volumes, so they’re never going
to serve ads anyway. It makes account management really
annoying in actual fact because there’s too many keywords, too much
data and a lot of them won’t serve. In actual fact, what needs to
happen is that the campaign is focused down a niche down and
it’s really, really targeted. Because otherwise, you get
a lot of rubbish keywords in there that don’t
generate anything for your business, and all of a
sudden, you’re going to realize that your traffic
quality is really poor. Don’t forget, Google knows
what you’re talking about. They do a lot of things
around the area of matching keywords and search terms
around close variants. Even if you have a keyword
and they’re two very similar keywords, Google
will potentially understand what you’re trying to do
and what you’re trying to achieve and match a search
to those keywords anyway. In that respect, you don’t
necessarily need a list of thousands of keywords for a
simple product or service. Now, of course, if you
have a massive product portfolio and a ton of
services, then of course your AdWords account
might be massive and you might need to have all
those keywords in there. Generally speaking,
that’s not the case, so make sure you keep your keywords to a minimum and think less is more,
which leads up to my next point. Time and time again,
I see PPC accounts that don’t have negative
keywords in them. Now, you might think the match types
of your keywords will be enough to make sure your traffic quality
stays good and stays positive. In actual fact, you
must make sure you have negative keywords
in your campaign. I’ve seen so many accounts
where the negative keyword list is kept to
a very small minimum. They’re not negative keywords
added every day in terms of looking for the traffic
and looking at the search terms report and making sure
that you’re really focusing your traffic quality and
improving it day after day. Especially in the early days of a
campaign where you haven’t got the data to back up what your
search terms are going to be. You really need to make sure you
nail down that search terms report and add negative keywords in to
improve the quality of your traffic. You look for that search
term report and you see something in there that
doesn’t make sense to your business or service you don’t
provide, something that doesn’t even actually make
sense generally speaking. All the kinds of things
you see in a search term report can be crazy sometimes. Anything in there that doesn’t
make sense, then remove it from your searches by adding
it as a negative keyword. Therefore, improving the
quality of your traffic. Another issue I often see when
I look at Google Ad accounts is the lack of using the full
repertoire of ad extensions. An ad extension allows you
to show extra information to the user who’s searching
for your products. These can be things like
a bullet-pointed list, call-out extensions. It could be a list of services
provided in a structured snippet. It could be your location. There are so many different
things you can show your users within your
business that can really help them choose your ad
over your competitors, and a lot of people just
aren’t bothered to do it. Are you more competitive on price
than all of your competitors? Good. Put that in a call-out extension,
make sure everybody knows it when they look at the
Google search results page. Do you provide more services
than your competitors? Fantastic. Then definitely, put that in
your structured snippets. Are you cheaper than
your competitors? If you are, good. Put that information in
your call-out extensions. Make sure people know that
you’re the cheapest when they hit the search results page
searching for your services. Maybe you provide more services
than your competitors, fantastic. Put that list of services in your
structured snippet extensions. Maybe your location is
more convenient, make sure you’ve got your location
extensions enabled as well. All of these things are
really going to help you get better on the
search results page. If people pick you
over your competitors, you’re going to benefit
not just from a sales point of view, but if we
look at the Google Ads system itself, your clickthrough
rate will determine a lot of the cost of your traffic because of the
quality score of your keywords. Another tactic that can really help
you get more from your campaigns. Another issue I always see is
people not taking advantage of Google’s new recent changes to
how ads work within Google Ads. By that, I mean the additional
headline and the double description where they can actually optimize
your description for you. These two things make a huge
difference to your ads. Another thing I’ve seen on Google
Ads really recently because of changes Google have made
as to how ads are written are people not using the
third headline or using two descriptions for Google to
A/B test what they’re doing. Whenever you go to Google Ads, you
can actually write three headlines. It used to be two headlines, now
you can write three headlines. Quite a recent change,
yes, but if you’re doing Google Ads,
you’ve got to stay up to date with changes
and make sure you get the latest news to
know what’s going on. As a result of that, you’d be
there against your competitors and you’ll be beating them
on the search results page. Don’t be one of those advertisers
who only has two headlines. Make sure you take advantage. Write three headlines,
you’ll get three headlines showing on the search results
page, and guess what? You take up more real estate, you
get a better share of the clicks, and you can also brag
about your business more as well in addition to that. Make sure you’re not
doing the two headlines and you’re using all
three headlines. Finally, the reason I see
people fail time and time again the most on Google Ads is a
terrible, terrible landing page. You can do all the
optimization in the world that you like, you can
optimize your bids to the nth degree, but if
your landing page sucks, you’re not going to get
the conversions you need. In fact, if you haven’t even
done an audit of your landing page to really understand
how to convert and if it’s ready to even take traffic to
get conversations, then you’re missing a massive trick and
you’re wasting your money. In fact, I’ve even done a
video on this in the past. I literally do a
full conversion rate optimization walkthrough
on a website, so from the start to finish, you’ll
see what the website looked like. With a few small changes, you can
see that the website is much more geared up for conversations
by the end of the video. Again, I know the biggest
barrier for businesses to make changes to
their website is cost. A lot of businesses need
a brand new website but can’t afford one, or maybe
don’t necessarily see the value in getting a new
website, which is wrong by the way, and a discussion
for a whole other video. Essentially, if you make
small changes, make them cost-effective and make them
highly-specific via web designer, then you could definitely
make an impact on your conversions and your landing
page will suck a lot less. Again, I’ve linked up that
video where I’ve done the full walkthrough in the
description below, so be sure to check that out if you
haven’t done a conversion rate optimization walkthrough
of your website. That completes the list. Now, hopefully you guys
know now the things to avoid when setting
up Google Ad campaigns. In addition to that, the
things you need to do more of to get the best
results for your business. Thank you guys so much for watching. If you like this video,
please leave a like below. Let me know in the
comments what part of Google Ads you’re
struggling with the most. I’ll be more than happy to comment
back within the comments and give you my experience, and
hopefully, the best course of action for your business. More important than that,
don’t forget to subscribe. Hit the notification bell. I’ll see you on my next video.

4 thoughts on “The 5 Key Reasons Google Ads Campaigns Fail

  1. Google Ads is tough, that's why you should use my spreadsheet to plan your campaigns! https://thebigmarketer.co.uk/freebie-download-adwords-planning-spreadsheet/

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