This is Why Google Ads is NOT Working

The reason for why your Google Ads campaign is failing is because of this, the Google Ads chain. And the reason for that is because if you don't have each of these individual links working in your Google Ads campaign, you're never going to be able to see the success that you need for your Google Ads. And what the problem is is that most people when it comes to Google Ads, purely focus on the middle three links to the chain, forgetting about the important first and last link that you really need if you're going to see success with your Google Ads campaign. And if you stay around for the full length of this video, I'll show you how you can use that important first link and the last link of that chain to make sure that you're going to be seeing success and profit with your Google Ads campaigns. Because you see if you're missing the first and the last link of that chain, you're actually not asking the correct questions and you're not giving the correct answers for your users who are currently looking for your products or or services in Google Ads. Now, before we get into those five important links that you need in your Google Ads chain, just in case we haven't met yet, my name is Aaron Young and I'm your 15,000 hour Google Ads master. And right here on my YouTube channel is where I teach you how you can use Google Ads to grow your business or your client's business. But if you are really passionate about learning absolutely everything you can for Google Ads and knowing the exact strategies that are working in Google Ads. Right, right now I want to invite you to join my Google Ads 10X community. And by joining my 10X Google Ads community, you'll get exclusive access to my advanced monthly teachings. And these are teachings which I don't actually share here on my YouTube channel. And then you'll also have access to my monthly group coaching and live Q and A session where you get the chance to ask me any questions that you have in regards to Google Ads. And I'll also be taking you through real examples of how you can not only find those issues but but also solve them and overcome them with the correct Google Ads strategies. And then finally, by joining my Google Ads 10X community, you've got 24,7 access to my Google Ads community where you can ask any questions that you have. And then these questions will be answered by passionate Google Ads people just like you from all over the world where you can share each other experiences, problem solve together and answer each other's questions. And if you would like to be involved in that 10x community, which I recommend that you should, why don't you go through and follow the link in description below so that you can pre register and find out some more information. Now most people will focus on the three middle links of that chain being your keyword research and account structure, ad copy, and your optimization schedule. And while these three links, these middle links are really, really important, if you're missing that first link and that last link, you're never going to be able to see the true level success that you should be seeing in your Google Ads campaign. So because these links are so important, let's firstly talk about this first link of the chain that you need in your Google Ads campaign. And this first link is all about your conversion strategy. And when I talk about a conversion strategy in your Google Ads, this needs to go through the total account, all the way through your keyword research, through the account structure, through the ad copy. And what you're doing here with your conversion strategy is you're actually asking the question of what do people want and what do you want them to do when they get to your website? Especially when you're dealing with Google search and Google shopping campaigns, you need to remember that these are search based campaigns, meaning that someone has gone to Google search and they've typed in a specific question or they've typed in a specific group of search terms because they're looking for a current problem that they have to be solved. So with Google campaigns you need to remember that especially with Google search and shopping campaigns, you're targeting people who are at that bottom of the funnel, meaning that they've done their research and they are ready to buy right now. And they're ready to buy for two core reasons. And the first one is, is they're currently facing an emergency. So for example, you wake up and the first thing you see is that you've got a cracked water pipe or you've got a blocked toilet. So straight away the first thing you do is you jump in to see a Google search to find a local plumber in your area. And at that point in time, that's your emergency. That's exactly what you're looking for. So when you see those search results, you want to make sure that you're seeing a plumber that's not only in your area, but they also do local call outs. And if someone is searching and see your ad and your answering that question, you're pretty much already there to see a conversion action. Or let's just say it's another weekend and you've got no problems with your toilet or your block drains. But it's a bright sunny day and you want to head to the beach and you're looking for a new beachside cafe to try out for a nice brunch. Once again, you head over to Google Search and if you've structured your account so that when that happy couple wake up in the morning looking for their new beachside cafe and if they see your ad or once again, you are already the majority away there of getting that conversion which you need for your business. And then the second reason for why someone is completing a Google search is they may not have an emergency, but they may have already completed all their research and they are now ready to buy. So, for example, think you've got a young family who have decided that this Christmas they're going to have their first white Christmas and go to the snow. So they are now going to be completing a lot of Google searches related to new beanies, new snow jackets, new thermals. Once again, you are a long way down the track to making sure that your Google Ads campaign is going to be seeing some extra conversions. So regardless if someone is making that search because it's an emergency or they finished their research and they're ready to buy, you need to make sure that your Google Ads campaign is very, very clear with the problem that you are solving and what you want that person to do. Do you want them to give you a phone call or, or do you want them to go straight to your website and buy your product today? And this messaging and this structure needs to be carried the whole way through, right from your keyword research through to your account structure, then onto your ad copy and then even into your website when they go to your landing pages. And then when you see where people don't have this strategy running through their Google Ads account, when they create an ad, they're just sending people through to their landing page. And then the landing page is also vague and just doesn't give them a lot of information. And, and it doesn't answer those questions of what the people are looking for. And then very quickly the user leaves your website, never to return and you've lost that conversion. And let me now show you an example of how I fix this for a local business who had a Google Ads campaign running and they just weren't seeing any results. And the reason for this is because they're sending all of their ads straight through to their homepage. Now, before we took on this account, this account actually had a lot of the core elements that you needed for success in Google Ads. They had a good account structure in that they had all of their keywords put into groups with one keyword themes. They had really good ad copy. But where it was falling down was that they were sending everyone through to this home landing page. Now, this company runs air conditioning, cleaning and pest control as their main two services. And as you can see, when you came down to this landing page, the first thing they saw was just all about the more services you book, the more savings you make. And while those messages are good, they weren't relevant to what the person was actually looking for. So one of the first actions that we put in place is we got them to create a new collection of landing pages. And the first ones were service based, focusing on air conditioning, cleaning and then pest control. So, for example, for pest control, rather than users completing a search for pest control and then being taken to this home page, they were then taken to the specific pest control page. And straight away, you can see here in the title, we were answering these questions, are you currently having issues with cockroaches, ants, spiders, silverfish or rodents? And then straight away we're also giving the solution, so get in touch and you can say goodbye to pests in your home once for all. And then we also added in some of these validation markers. And then without them even having to scroll down, they were straight away given the options for to even give a phone call, to fill out a contact form, or also chat online with their service team straight away. And this is one of the biggest problems that I see time and time with Google Ads campaigns is that they have a really good keyword structure. They also have a really good ad copy, but it all falls down when they come to the landing page. And the reason for that is because the landing page does not answer their response, because the landing page does not answer their question. And you can see by just adding in these extra landing pages straight away, we were able to answer the question that the user had for success in Google Ads. You need to make sure that you're also including that first important link of the chain. And what you wanted to make sure that you do with this first link is, is that you're wanting to make sure that the reason for why people have completed the Google search and they've clicked on your ad, the problem they're trying to solve, you want to make sure that that is being answered as soon as they land on your landing page. And although it sounds easy for them to go from your homepage to your product specific page, you will lose so many potential customers if you're not just completing that simple action. And yes, it may involve some extra work of creating out and building out some extra landing pages, so. But the results are so worth it. Remember that some of these people may have never heard of you before, they may have never heard of your brand. So if you're not getting them in that first couple of seconds of them landing on your page with a really clear question and answer, you're never going to be able to see the full success and the full levels of profit that you could be getting out of your Google Ads campaign. So if you're not yet seeing success in your Google Ads campaign, why don't you remember to add in that first link where we're going through and we're answering the question that people need, the reason they're actually searching, we're answering that question as soon as they land on our website. So with that, you are now most likely have the first four links to your chain sorted. Firstly, where we have that conversion strategy, where we're actually answering the question that the user is asking, we then also have our keyword research and our account structure set. We then also have our ad copy and then our optimization strategy. And for those middle three links, if you stay around to the end of this video, I'm going to give you some extra videos. Videos and some training on how you can learn more about those links. Because right now we're going to go to that other link which people are missing out on, and that's that fifth and final link. And this last link is all about your landing page and your pricing. And this last link of the chain can take a little bit of time with some different split testing. And the first thing you want to be testing is your landing page. And this is where we're actually working out what titles and descriptions work better, what are the best images, what what are the best catching headlines and what is the best content which is gonna allow people to actually convert and either buy your product or contact you so that they can get in touch about some of the services you offer. So, firstly with your landing page, what we wanted to test here is what are the messages which resonate with your users, what are the best images which drive engagement? What's the best page layout that users find easy to use and attractive and they wanna stay on your page. And then once we've got that sorted, if we're still not seeing any conversions, that then brings us to the last element of this link in the chain and that is your pricing. And I do get it. When it comes to price, we all want to charge as high as we can. But the reality is, is that with pricing, whether it's an E Commerce product or whether it's a service, your product or service is only worth what someone is prepared to pay for it. Now, I'm not going to be able to in this video go through a full pricing strategy for each and every product, but what we can do and what I'm going to do right now is take you through the Google Analytics metrics that you need to be looking for. And if you've got all of these metrics in place and you're hitting these targets that you need to be hitting and you're still not getting any conversions, this is the time where it does come to that you actually have to look at are your prices too high. And if you would like to test this to actually see if your prices are too high, the easiest way of doing this is to release a sale or a limited discount. And then that means that you're reserving the right to revert back to to your current prices, but you're wanting to test is the issue price. So right now let's jump into Google Analytics so I can show you the metrics that you need to be looking for. Now, when you're reviewing your Google Analytics data and I've actually put a filter in here so that we're only looking at our Google CPC traffic in orange here you want to be looking at three core metrics. The first one is your bounce rate. You then also want to be looking at your average session duration and then also the number of sessions per user. Now, firstly with your bounce rate and the reason for why this is so important is because, because we're wanting to see what percentage of time people go to your website and then bounce off and do not visit any other pages. My recommendation for a Google Ads campaign is that you should be having a bounce rate of somewhere between 40 to 60%. And the reason for that is because if you've got a bounce rate below 40%, that lets us know that you're not targeting enough new traffic. Because let's be honest, when we are targeting new traffic, not all of them are going to want to like your products or like your services. But then if you've got a bounce rate above 60%, that lets us know is that you're targeting too much traffic which is unrelated to your products or your services. And I've always found my best performing Google Ads campaigns run in the bounce rate of 40 to 60%. And then the next thing that we're looking for is your average session duration, which is talking about what's the average time that a user comes to your site. Now, there's two things that we want to be looking at here. The first thing we're going to be looking at is how does Google Ads compare with the rest of your users? And you can see in this example, there's only a difference of four seconds. So we know that Google Ads is very, very close to the rest of the users for our website. And the second thing that we want to be looking at is that at a minimum, you want that average session duration to be above one minute. And the reason for that is because anything under a minute lets you know that they're not really engaged with your website, remembering once again, that this is the average session duration. So there'll be a lot of people who will spend a lot more time, and then there'll be a lot. They'll spend a lot less. So if you've got your average session duration above that minute, but if you've got it above a minute and a half, you are then performing really, really well and you know, you've got an engaged audience. And then finally, the last thing that we want to look at is the number of sessions per user. And with this one, I aim to have it for Google Ads to be above 1.5. And you can see with this one we're at 1.62. And what this lets me know is that it lets me know that the majority of my users for Google Ads are coming back for more than one search session. And that then speaks stronger that people are so engaged with my content that they're not only engaged with my website, and one occasion that they're engaging with it a couple of times over a week. And that's a metric that I'm looking for because I know that it's going to be increasing the chances of me getting that conversion action. And then with your average session duration, you've got that over a minute, but ideally more than a minute and a half. And then finally, with the number of sessions per user, you're wanting to make sure that you're getting 1.5 or higher. And which is letting you know that once you've got someone engaged with your website from a Google Ad, they're coming back multiple times to review and check your services and products and finish those conversion actions. Now, if you've got all of those metrics in place and you're still not seeing any conversions. It's probably pointing to that you need to launch a sale or a limited discount because your pricing may be a little bit too high for what the market requires. Now, what I want you to do is I want you to go through and have a look at your total Google Ads campaign. And I want you to ask that question, is the reason for why my campaign is not being successful? Because I'm missing out those important links of the first link of having a conversion strategy which runs the whole way through your campaign, right from your keyword research all the way through to your account structure and your ad copy. And then secondly, are you missing that last important link of your landing page and your pricing? And if that's the case, you need to, as I said, go through and check out your Google Analytics. And then if they're always checking out and you're reaching those benchmarks which we spoke before, that's when you can look into adding some potential discounts or a limited sale. Now, if you think you need some help with those middle three links that we spoke about, what I want to do right now is if you'd like to learn more about how to complete correct keyword research for your Google Ads campaign, go through and watch this video right here. Or if you'd like to see how I structure my ad copy and actually give you my two secret elements that need to be in every single ad to make sure that you're not only getting clicks, but you're also getting conversions, go through and watch this video right here.