Getting No Conversions In Google Ads? [Do these 3 things]

Endlessly paying for clicks in Google Ads with no conversions has to be one of the most frustrating and annoying experiences ever. You just want to scream. And the reason is clear. Because the only reason you're running Google Ads is so that you can get more sales and conversions for your business. So paying for clicks in Google Ads with no conversions is just the same as you giving free donations to Google. And trust me, they do not need any more money. My name is Aaron Young and I'm your 15,000 hour Google Ads master. And if we haven't met yet, I want to let you know that this channel is only focused on Google Ads. And this is where I give you all of my skills and strategies that I've been using to successfully run profit making campaigns since 2010. So by just watching these videos, you're getting all of the skills and the strategies that I've learned through managing multiple millions of dollars in Google Ads ad spend. So if you're keen to learn more about how you can use Google Ads to grow your own business, why don't you give me a quick subscribe? Thank you very much. Let's get into this teaching. You're watching this video because you have a problem. And that problem is is that your GOOG campaign is successfully generating clicks, but you're not getting the most important things, which is conversions for your business. And in this video, I'm going to take you through the three things that you need to go through and check in your Google Ads campaign so that we can solve the issue of why your campaign is getting clicks but no conversions. Just a quick note, this video is going to assume that you already have working conversion actions in your Google Ads campaign. But if you're not sure, if you do, if you stick around to the end of this video, I'm going to show you how you can quickly and easily set up Google Google Ads conversions for your campaign. Now, if you're just paying for clicks and not getting any Google Ads conversions, the first thing you want to check is are you targeting the correct search terms? It's important to remember that the targeted search terms that you've entered into Google Ads are actually different to the keyword searches that users have used to trigger your ads. And even if you're only using phrase match or exact match targeting, this is still true. And the reason for that is because late last year, Google actually changed over its targeting to to a meaning or an intent basis. Which means that even if you're only using exact match keywords, your ads could be triggering for search terms which aren't relevant because Google has placed the same meaning on what it defines as the user's searcher intent. So the important first step is for you to actually go through and complete a search term audit so that you can then go through the full list of search inquiries that have actually triggered your ads. And then while you're completing the search term audit, if you see any search terms that users have used which Google has triggered your ads for, you can then add those search terms as extra negative keywords so that your ads are not triggered by those search terms in future searches. And to complete this search term audit, all you need to do is underneath keywords, you'll see the option for search terms, and then this will bring up the list of all the search terms which have triggered your ads. And it's just a matter of going through the list line by line and then selecting the ones that you want to add as new negative keywords. And while you are completing the search term audit, the other thing that you want to be checking is that are the search terms actually specific enough where people are at that end stage of buying your product or inquiring about your service? So when you're looking at the search terms which are triggering your ads, you need to be asking yourself, is that user right at the start of their process, or are they at that time where they're ready to commit or buy a product? Because that is when we want to strike and that is when we want to be paying for clicks. So this could be looking at search terms that include the words like review or how to. So if you now go into your keyword section and then actually have a look at which are the targeted keywords which are generating the most clicks. And what you may want to do is to pause some of the highest spending keywords so that you can focus more budget onto the more specific longer tail keywords that are more likely to be used by someone who is right now ready to buy your product or order your service. So, for example, if you are marketing a solar panel installation service, you may want to pause those broad keywords like solar panels, so that you can focus more of your keyword spending budget on longer tail keywords like solar panel installation near me Costa, solar panel installation for your home, or the best solar panel installation companies. So the basic rule here is that you want to stop that spending on those more generic search terms and really focus your keyword spending on those search inquiries that people are more likely to use if they're really serious about buying your product or getting Your service after you have checked through your keywords and you are now confident that your Google Ads campaign is targeting the right type of keywords target. The next part that you want to check is your ad copy. And what we're looking at here is, is your ad copy compelling enough? And then furthermore, we also want to have a look to make sure that your landing page is backing up that message. And this is all about a call to action. We want to make sure that right from when people first see your ad all the way through to when they go on your landing page and then finish the conversion action, we want to make sure that we've only got one clear message throughout that whole process. And with your ad copy, you want to remember that it's not only your goal to get them to click on your ad because you also them to go through to your website and then complete that conversion action. So with Google search ads, you actually have three different headlines that you can use. And I like to break down my headlines into these three categories. Firstly, your first headline headline number one should have a keyword focus. Now including a strong keyword focus in your first headline ensures that your keywords will have a good keyword quality score and that your ads will have a high ad rank. But further to that, my data shows that if a user sees their search term or a very close variant to what they actually searched in the first headline of the ad copy, they are more likely to take notice of your ad. And now that you have their attention, this actually comes to headline two. And headline two should focus on giving them a reason for why they should click on your ad and not one of your competitors ad. And this is what we call the emotional trigger or the hook. Now this could be a discount, it could be about a sale you're running at the moment, so a percentage off or a dollar off value, or it could also be an authority marker or a guarantee. So somewhere, whether you say that your product or service has 100% money back guarantee or, or that you're the only one with a specific set of qualifications. So where we're sitting right now is that we've already got their attention and we've also given them a reason to click on our ad. And this now comes to the most important step and that is that you have to very clearly and quickly let them know what action you actually want them to take. And this is what we call the call to action. Do you want them to call you or do you want them to go to your website and either fill out an Inquiry form or buy your product online. And it's at this stage where that your ad copy needs to actually match up and line up to your landing page. So let's now go through and have a look at an example of how this works. So you can see in this ad, this first headline focuses on the keyword ipswich pest control. And then the second line for this ad, we're giving an authority marker, which is that 100% satisfaction guarantee. And then in this third headline, we're giving the call to action and letting them know very clearly what we want them to do. And that's to get in touch with us today. And then when they go through to this URL, you can see here straightaway, it calls out the issue and it lets them know that we're dealing with pest control. And before they even scroll down further on the page, they've actually got three contact options straight away. This contact us button, the phone call up here, and then also the Facebook messenger app option. And then as soon as they scroll down, they start seeing our authority markers again, about 100% customer satisfaction and our ratings on Facebook and Google. And then we also go down to the fully licensed and comprehensive insurance. You can see from that example is that you don't need overly complicated ad copy or, or overly complicated landing page. You just need to add copy, which has a clear keyword focus, then with those authority markers or the special that you want to offer, and then that very clear call to action of what action you want them to take. And then once they get to the website, you just need to make sure that your landing page is reinforcing all of those messages and making it very, very easy for them to complete the action that you want them to complete. So in the example we looked at is that as soon as they got on the landing page, we, we wanted them to contact us and we gave them three very easy connection points. If you had an E commerce store, you would change out those contact points and make it very, very easy for them to add your product to their cart and then complete the online purchase. If you're now at that stage where you are happy with the keywords that your campaign is targeting, and you also have that compelling ad copy which is backed up by your landing page and you're still not getting any conversions, the next thing that you want to check is that you want to go through and check what actually happens when they go to your website. And to complete this, we need to go in and have a look at our Google Analytics profile, because in Google Ads, we do get the data of how many people have interacted with your ads. But what we're not seeing in Google Ads is what happens when people click on your ad and then go through to your website. So in Google Analytics, what we're looking for is we're looking to see how does your Google Ads traffic compare to to traffic from other sources like your organic traffic or your direct traffic or your social traffic. And the three top metrics that we want to be looking at and reviewing in Google Analytics is your bounce rate, your average session time and your conversion rate. So let's now go into Google Analytics and have a look at how we review that data. When you're in Google Analytics, the quickest way to complete this is you want to go into acquisition, go into all traffic and then go into this source medium option and then you can go straight down and this will give you all of the different sources and the mediums. Now the reason for why we selected the source medium is because it breaks Google into your organic and your CPC and your Google CPC is the Google AdWords traffic. Now for those three metrics, just in case you're unsure, their bounce rate. Now, the bounce rate looks at the percentage of a single page sessions. So what that means is it's giving you the percentage of time people actually go to your landing page without going onto any other pages on your website. Now, for a Google Ads campaign, I'm happy for that to be anywhere between 30 to 60%. And the reason for that, the reason why we don't want that number too low is because in Google Ads we are always outreaching out to new audiences. So there will be some people who go on our website and then don't go through to any extra pages. And it's also important to remember is that that is always not a bad thing, is because people can go to your website and remember the website that we were looking at, they only need to go to that one page to complete the conversion action. So someone could go to your website and complete the conversion action and still be counted as a bounce. And the second metric that we wanted to look at was your average session duration, which that actually just lets you know what is the average amount of time that people coming in from Google Ads spend on your website. And then finally I think which we understand is our conversion rate, which is the percentage of times that people visit your website and complete a conversion action. So because we're looking at Google Ads, what we want to look at through here is that we want to look at our Bounce rate. And, and then if you go back up into this top column, it actually lets you know what the bounce rate is for your Google Ads campaign versus the rest of the website. Now, for this campaign, our bounce rate isn't an issue, and we're really happy with that. But if your bounce rate was really high, so it was in 80 or 90%, you would then want to go through and have a look at your average session duration. Once again, comparing this back to your top number. And we can see here, once again, in this campaign, our average session duration is a minute 40, which is actually higher than the complete web. So once again, this one is not an issue for us. But if you had a campaign that had a high bounce rate of above 70%, and if you also had a very low average session duration of only 20 seconds or 10 seconds or something even lower than that, that gives you a very clear indication that your landing page is not a good experience and the people that you are sending to your website do not like it for some reason. So that lets us know that the issue of you not having any Google Ads conversions has probably got more to do than just your Google Ads campaign. It could be a larger website issue, but if you're looking at this data and you can actually see that your bounce rate is acceptable, your average session duration is acceptable, but you have a low Google Ads conversion rate, that could be pointing to an issue that you are targeting the wrong type of traffic. So what you can do in that case is you can then go into some of these other channels which are performing well and have a high conversion rate and look at the type of products and conversion actions or keywords and that are selling or getting conversions. By looking at your Google Analytics data, it's going to break your data down into two categories. The first one being the issue for why you're getting no conversions in Google Ads is because when people go to your website from your Google Ads campaign, you have a low bounce rate and a low session time. And this is meaning that people are just not engaging with your content. And to fix this issue, one of the main things that you can do is when you're in Google Analytics, have a look at some of the other channel profiles, such as your organic traffic or your social traffic, or your direct traffic, and let's just say your organic traffic is performing really, really well. What you can actually do in Google Analytics is have a look at the search terms or the products which are selling or converting well, and then look to target those search terms or those products more in your Google Ads campaign. And then further from that, go into your demographics data in Google Analytics and start to have a look at what are the demographic profiles of people who are converting on your website. And then once you have that data, say, for example, your product and your service is selling really, really well for women aged between 25 and 35, you can add some extra demographic targeting in your own Google Ads campaign to target those detailed demographics further. Or if you've got the case where after you have reviewed your Google Analytics data, you can see that Google Ads doesn't only have a high bounce rate and a low session time, meaning that people are not engaged, and it also has a low conversion rate. But this data is seen across all of your channels. So direct, organic or social, you then know that the issue is not solely based on your Google Ads campaign. And that means that you've got some larger issues in regards to your website and your landing pages. So the next step would then to be go through and start testing and trialing some different landing pages and different headings and content or even images of on your website until you start to see those conversion rates increase across all of your channels. So to get to the bottom of why your Google Ads campaign has having clicks but no conversions, you need to go through those three steps and check those three items, which is firstly, making sure that you are targeting the correct search traffic, making sure you have compelling ad copy, and then checking through your Google Analytics data to make sure that your website is engaging and that you have a website that actually makes it easy for someone to compete. That conversion action which you want them to complete. And these three checks, and many more checks are actually part of my Google Ads Optimization checklist. Now, this is a checklist that I've put together which creates an optimization strategy for your Google Ads campaign. So you know exactly what you need to check and optimize in your Google Ads account every 72 hours, every week, every month, and every 90 days. And you can get your own free copy today just by following the link in the description below. Now, you may remember right at the start of this video, I did say that I'd be showing you how you can easily and quickly set up Google Ads conversion settings for your campaign. And if you want to see the quick and easy steps that I take to set up my own Google Ads conversions, why don't you go through and watch this video right here? Once again, thank you so much for joining me and I look forward to seeing you on our next training video. See ya.