Why are search ads not producing results

Why are search ads not producing results
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Beginner advertisers who set up search advertising on Google Ads on their own often do not pay enough attention to keywords and negative keywords due to lack of experience and knowledge. However, even experienced media buyers often make mistakes, which leads to irrational budget spending. Although in most cases this is not critical, an analysis of popular mistakes and how to fix them will help you minimize risks. Let’s consider them further.

Lack of keyword clustering

In an effort to speed up the launch of promotional activities, some webmasters and advertisers do not categorize ads and keyword phrases. Often, keywords and ads are simply combined into one general group that leads to the main page of the site or one landing page.

Thus, the media buyer hopes that the target audience will understand the structure of the site itself, but in fact, they lose potential customers. Users click on an ad and end up on a page where they don’t find the information they need and close the tab. This leads not only to the loss of the target audience, but also to a signal to the ad platform’s algorithms about the low quality of the ad, which in turn lowers its position. Attempting to sell a product or service to everyone with the same approach leads to a lack of leads and wasted advertising budget.

Solutions

Why are search ads not producing results

After collecting semantics for advertising campaigns, it is important to divide key phrases into subgroups that include 15-20 queries. This allows each subgroup to contain the most relevant ads with phrases from user queries.

Using broad match

Adding keywords in Google Ads is possible using different types of match, but many people choose broad match by default. However, this often leads to ignoring other types of matches, such as phrase and exact, which play an important role in establishing the relevance of keywords to user queries.

Solution

In order to increase the effectiveness of advertising campaigns, it is necessary to understand all types of keyword matches. This will allow buyers and arbitrageurs to attract more targeted traffic and avoid unnecessary advertising costs. Also, the correct application of match types can increase the CTR of ads, which will positively affect the quality of keywords and the cost of clicks.

Neglecting extensions in ads

Failure to use extensions in ads can significantly reduce CTR. The use of extensions provides many benefits: it makes the ad more visible and attractive by increasing the number of lines, and also allows you to convey important information about discounts and offer features to the target audience before they go to the site.

Solution

Why are search ads not producing results

Advertisers are encouraged to use all available types of extensions. This includes adding additional links and using various triggers, such as clarifications, price offers, promotions, and images.

Ignoring negative keywords and search queries

When setting up a Google Ads campaign, it is difficult to predict all possible queries that may result in ads, especially if the buyer uses inaccurate keyword matching. Often, users search not only for commercial offers but also for videos with an overview of the offer or articles about it. Such requests can lead to budget expenditures without achieving conversions. To prevent ads from being displayed for such keywords, you need to create lists of negative keywords.

Why are search ads not producing results

It is especially important to think over the list of negative keywords before launching an advertising campaign, which will help reduce the cost of ineffective promotion.

Solutions

Before launching a campaign, you should collect the most detailed semantic core by identifying unsuitable keywords. After launching, it is important to track queries in the “Search Queries” report to identify and eliminate negative keywords to prevent unnecessary impressions.

Copying competitors’ ads

Some advertisers, not understanding the intricacies of working with Google Ads, often borrow competitors’ ads found through spy services. This is disadvantageous because such ads have already accumulated statistics, and Google will rank them higher. The copy will receive fewer clicks due to the lack of its own history and low relevance.

Solutions

Don’t completely copy other people’s ads. It is important to adapt effective techniques used by competitors to increase conversions.

After analyzing the structure of competitors’ ads, you need to create your own unique ads, focusing on unique offers, features, or bonuses that others do not have. You can use the “Competitor + Alternative” strategy by adding the competitor’s brand or offer to the campaign keywords.

Drop in Quality Score

One of the common mistakes webmasters and PPC specialists make when creating ads for search advertising on Google Ads is to reduce the quality score of keywords.

This parameter plays an important role in optimizing advertising campaigns. With its low value, arbitrageurs and media buyers can overpay up to 300-400% for each click on an ad.

Solution

To improve the quality score, you need to add additional columns at the keyword level in your Google Ads account. The first column should contain general information about the Quality Score, which varies from 0 to 10. The other three columns contain data on the estimated CTR, landing page quality, and relevance of the ad. The values in these columns can be below average, average, or above average.

By adding these columns, media buyers will be able to quickly improve and optimize keywords or replace landing pages based on average and below-average performance data.

Conclusion

When setting up Google Ads campaigns, it is important to pay special attention to the careful study of keywords and their grouping. To optimize campaigns, media buyers need to regularly analyze user search queries. We also told you that it is important to create lists of negative keywords to increase the effectiveness of ads and reduce the cost per click.

Despite the temptation to copy competitors’ ads that are at the top of the search results, it is better not to do so. Instead, study their successful methods and add unique elements to your offer. You can strengthen your offer by using extensions in your ads, such as additional images, links to promotions, price, etc.

For media buyers who work not only with white but also with gray offers, agency ad accounts with a high level of trust will help reduce costs and simplify moderation.

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