Google Ads can effectively reach new customers and grow your business. Still, sometimes they don’t quite work out the way you planned. Maybe you’re not getting the clicks you expected, or your conversion rate is lower than expected. You may have often wondered about why it’s not working for your brand and whether it’s an excellent time to hire a professional at MMHTG. But don’t worry. Today, we’ll explore some possible reasons why Google Ads might not be working for your business. We’ll also provide tips on how to troubleshoot and fix these issues.
Lack of Understanding About the Match Types
One of the most common issues we see with Google Ads is that people don’t understand how match types work. Match types are essentially the way you tell Google which searches should trigger your ad. There are four main match types: a broad match, a phrase match, an exact match, and a negative match. Broad match is the default option and will show your ad for any close variations of your keyword, even if those searches don’t contain your keyword.
A phrase match will only show your ad if the search contains your exact keyword phrase in the same order. An exact match is the most restrictive option and will only show your ad if the search is an exact match for your keyword. A negative match allows you to exclude specific searches from triggering your ad.
Search Process Interruptions
When someone is searching on Google, they’re usually looking for something specific. And if your ad interrupts that search process, you will likely lose their attention. Ads that are triggered by keywords like “free,” “download,” or “buy” are more likely to interrupt the searcher and be perceived as annoying. If your ad is triggered by one of these keywords, you may want to reconsider your keyword strategy. Another way you might be interrupting the search process is by targeting broad-match keywords.
Misalign ROI and Profits
When your Google Ads campaign isn’t profitable, it’s usually because your return on investment (ROI) doesn’t align with the profits. In other words, you’re spending more money on ads than you’re making in sales.
To fix the issue, try adjusting your bid strategy. If you’re bidding too low, you’ll likely get fewer clicks and conversions. You may be eating into your profits if you’re bidding too high. It’s also a good idea to adjust your ad spend. If you’re not making enough sales to cover your ad spend, you’ll need to either increase your prices or reduce your ad spend.
Not Converting Landing Pages
Your landing page is the first thing people see when they click on your ad. And if it’s not relevant to what they’re looking for, you’re likely to lose their attention. To fix this issue, ensure your landing page is relevant to your target keyword. For example, if you’re selling running shoes, your landing page should be about running shoes. It should also be well-designed and easy to navigate. If your landing page is confusing or difficult to use, you will likely lose potential customers.
Google Ads is one of the most powerful marketing and business growth tools. However, as we’ve seen, there are a few possible reasons why it might not work for your business. But don’t worry. With a bit of troubleshooting, you should be able to fix these issues and get your campaign back on track.