Review of Poor Performing Google Ads Campaign?

[Kurt Steinbrueck]

Hi Everyone,

I've been creating and running Google Ads campaigns for companies for several years now and usually have good results. However, I have one campaign that I have struggled to get even the few conversions I've gotten. I'm at a loss at this point. So, I'm looking for a Google Ads expert to review the campaign to see if we can figure out what the problem is. Are any of you able to do the review or know an expert/company that you would recommend?

Thank you!
Kurt

 

[fisicx]

What's the quality score on each of the ads?

It is a single campaign or multiple campaigns? How many ad groups/variants are you running for each campaign?

Are you getting impressions but no clicks or clicks but no conversions?

Do you have dedicated landing pages for each ad group?

 

[Kurt Steinbrueck]

What's the quality score on each of the ads?

It is a single campaign or multiple campaigns? How many ad groups/variants are you running for each campaign?

Are you getting impressions but no clicks or clicks but no conversions?

Do you have dedicated landing pages for each ad group?

Hi fisicx,

Thank you for your reply. Below are my responses.

The ads have a score of excellent.

It's a single campaign with one ad group at a time. We tried a more general ad group and then tried one that was very specific to a type of client. Neither performed well.

With the specific ad group, the target market was pretty narrow, and I got 520 impressions and 20 clicks (no conversions) in 7 weeks. For the more general ad group, I got 17,494 impressions and 660 clicks and 3 conversions.

Yes, I have landing pages specific to each ad group.

Thanks again.
Kurt

 

[fisicx]

Looking at those figures it seems that the problem is the landing page or alignment with the advert itself.

Do you have the analytics for the landing pages? Are you doing heat mapping on those pages?

How many ads in the adgroup? Does each one have a landing page? Do you split test landing pages?

Might also be worth running multiple adverts. I tend to begin a campaign with as many as I can think of. Last one I did had around 60 different ads with a wide range of keywords and structures. Within a few days I dropped most of them and kept the 10 or so that attracted clicks. After that it was all about refining the landing pages. Please excuse the mansplaining if you have already done this

 

[Kurt Steinbrueck]

Looking at those figures it seems that the problem is the landing page or alignment with the advert itself.

Do you have the analytics for the landing pages? Are you doing heat mapping on those pages?

How many ads in the adgroup? Does each one have a landing page? Do you split test landing pages?

Might also be worth running multiple adverts. I tend to begin a campaign with as many as I can think of. Last one I did had around 60 different ads with a wide range of keywords and structures. Within a few days I dropped most of them and kept the 10 or so that attracted clicks. After that it was all about refining the landing pages. Please excuse the mansplaining if you have already done this

Thanks...and I'm not bothered by the explanations. I just want to figure why I'm not getting results.

I have Google Analytics for the landing pages, but I haven't done heat mapping. Do you have a tool/plugin you recommend? (It's a Wordpress site).

I have 2 ads in the ad group, each ad with the full number of titles and descriptions allowed. I tried splitting out the ads into the various targeted language/focus, but those ads always get poor or average ratings in Google Ads and don't tend to perform as well as ads with 10-15 titles, 3-4 descriptions, and a variety of foci in their content. So, that's what I have, though there are some differences between the ads in the approach I took. I'm curious how you had so many ads.

I always recommend split testing for the landing pages, but this client didn't want to pay for that. So, I didn't do it.

Thanks.
Kurt

 

[fisicx]

Try https://www.crazyegg.com/ for heatmapping.

If your ads are performing well with lots of impressions and clicks then it's the landing page you need to review.

If you are getting lots of impressions but not so many clicks then you need to review the advert.

Without seeing the ads/landing pages it's difficult to know what to suggest.