Website ads are ineffective, no customers, no conversions. Why? Here Hieu talks about running Google Ads. In addition to punching money to compete, here are some ways to improve both advertising and website to increase the likelihood of conversions.
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Ad content isn’t compelling enough
If website ads are ineffective, you first need to review the content of your ads. If this product is proprietary, highlight the features of the product. If there are many people selling this product, no matter where customers buy the product, the product features are the same, it is necessary to click on “why choose us?” to make you stand out from the competitors.
How to improve
- Your ad content hits things that make you different from your competitors. Price, promotion, warranty, transportation, genuine, return, goods available for instant delivery, imported goods, objects of products, etc. If you’re a product finder, what’s most interested in you? Try hitting it.
- Add/refresh ad extensions.
- Characters that are particularly noticeable in ads, e.g. 【Ad Content】, numbers (100%, 2019, -15%, 500,000 VND).
Inappropriate targeting
Targeting the wrong targets doesn’t work for good ad content. Who is likely to buy your product? Where are they? do they need a lot of money to buy? how old is it?, etc.
How to improve
- Check the targets: gender, age, geographic location, language, ad schedule.
- Copy the campaign and try 2 groups of objects.
Keywords that are not for purchase purposes
Ineffective ads can be caused by keyword selection. Imagine, if you’re a searcher with that “keyword,” what’s your purpose? What results do you expect to get?
How to improve
- Remove generic keywords that are too broad.
- Remove keywords with the purpose of “learning”, they are often associated with words as follows: good, should, best, way, etc.
- Reduce a wide match, edit it to a conditional broad match (with a +match), phrase, or accuracy.
Website not optimized for keywords
You use the keyword “abc” but on the website do not see any content mentioned or related to “abc”, are you persistent?
In terms of advertising, if the website is not related to keywords, the quality score of the keyword is only a maximum of 7/10 points. The bid price you spend must be higher than your competitors, your ads are less visible and show lower than your competitors. This also makes ads ineffective.
How to improve
- Add a key keyword to a title tag <title
></title>, add afew keywords to the description card. - Insert a few more keywords into the content in the landing page.
Support tools
- SEOquake: Chrome utility, used to check title and description.
- Chrome browser: use CTR
L Utocheck in source if you have knowledge of code. The cards are usually located at the beginning.
Poor website experience
Websites with poor experiences also lead to ineffective advertising. How to overview your desktop and mobile experience? Which stools don’t see fit? Compare with competitors and learn.
How to improve
- Check locally on your computer and mobile. Clear, reasonable, attractive presentation.
- Resize text, note that the mobile version must be easy to read.
- Add photos and videos to attract customers to stay.
- Improve page loading speed by compressing pictures, compressing code.
Support tools
- Google PageSpeed: used to check page loading speed.
- Google Analytics: see exit rate indicators, page view time, etc.
Website that hasn’t highlighted Call To Action (CTA)
If customers go to the website without seeing where to interact, website ads will not work. How would you like to receive conversions from customers? Are customers easy to interact with you on the website?
How to improve
- Insert a call button.
- Insert the Online Chat box.
- Insert an information registration form.
- Edit CTA content accordingly.
- Is it convenient to evaluate the location of the CTA button for users?
Support tools
- Hotjar – Heatmaps: measures the concentration of customers surfing the web to consider where the CTA button is located.
Benefits for customers not equal to competitors
If you do not benefit customers with competitors are also the reason why website advertising is ineffective. You discount 15% but the opponent drops by 30%, the opponent sells cheaper than you, the after-sales is better than you. Then customers will choose which party has the most benefit for them. Customers see many ads, not just you alone.
How to improve
- What are the benefits that you haven’t shown to your customers yet?
- Add promotions to attract.
- Can the review provide more customer support in after-sales?
- More proof that your product is genuine, if customers care about quality rather than price then you have points.
- Compare with opponents to learn.
Keywords haven’t become search trends yet
Too few clicks lead to ineffective website ads. If your product/project is a brand new, there will be very few people to search for. Without a lot of clicks, the likelihood of a conversion will be low.
How to improve
- Wait for the product/project to get hotter, its name will be more sought after.
- Use broader keywords, but ads contain product names.
Support tools
- Google Trends: checking running keywords tends to search more or less.
- Google Ads – Keyword Planner: check the level of keyword competition running.
- Google Ads – Auction Insights: check the level of competition with competitors.
Ending
There are still many problems that lead to ineffective website advertising. The above are some ways that Hieu knows from experience, wish you soon optimized to be advertised offline!
