Reasons Your Google Ads May Be Underperforming

Two marketers looking at computers to analyze ads

PPC ads on Google can be a great way to get the word out about your business and get you featured right at the top of relevant search results pages. However, there are many factors to consider when you run Google ads, and a few common missteps could have you spending money on ads that are not performing as well as you’d like. Here’s a look at some of the reasons you may not be getting the traffic and conversions you’d hoped for with your Google ads. 

Your Google ads are targeting the wrong keywords.

Identifying the right keywords to target in your ads is important. While some keywords may make sense for your business, they might also be incredibly competitive and costly. In addition, you may need to include negative keywords in your campaign to rule out irrelevant traffic. Broad match keywords may also not be a good fit for your campaign—while they may yield more traffic overall, they won’t specifically target individuals who are ready to invest in the product or service you’re offering. 

You don’t have dedicated landing pages. 

Maybe your ads are getting clicks from your target audience, but they’re failing to convert. This pattern can indicate that you need to optimize your landing pages to close the sale. Each ad should have a dedicated landing page that focuses only on the product or service featured in your ad. Linking to your homepage or a generic contact page is likely to increase your bounce rate rather than convert leads. Strong landing pages have a clear call to action along with customer testimonials to build trust in your business, high-quality product photos, and short, snappy sales copy. 

Your ad copy isn’t grabbing users’ attention. 

Google ads need to offer something that entices users to click. That might be a discount, exclusive access to a new product, or a feature that sets your product or service apart from the competition. A/B testing different versions of your ad with unique copy can help you get more insight on how to speak to your target audience through your ads.

Leverage Marketing can help you make the most of your Google ad spend with PPC ad services that yield results. Learn more about what we can offer your business by scheduling a quick strategy call today.