When people start advertising campaigns on Google Ads, they often face a common problem: low conversion rates despite receiving a large number of clicks on their ads. This issue is not only encountered by business owners but also by experienced paid advertising specialists and affiliate marketers.
In this article, experts from YeezyPay, a service that provides access to trusted agency accounts in Google Ads, will share solutions for addressing the problem of low conversion rates despite having a high click-through rate (CTR). The article will use an example to illustrate a situation where all the relevant keywords have been collected, the campaign settings and marketing funnel stages have been carefully considered, and the ads have been compiled to meet all the requirements of the advertising platform.
When analyzing advertising statistics in Google Ads and encountering a low number of clicks, there are several important factors to consider. First and foremost, it's crucial to remember that the impact of advertising on the final conversion of a campaign is indirect. The actual influence comes from the pre-landing page or the landing page that users land on after clicking the ad, as well as the demand for the offer being promoted. Additionally, it's essential to recognize that target actions may vary depending on the specific industry or vertical.
Also, beginners working with Google Ads traffic often misinterpret information regarding clicks, sessions, and conversions. It's important to note that the number of clicks can be tracked within your Google Ads account, while the duration of user interaction with the landing page and other activities should be assessed based on the data collected in Google Analytics.
According to Google Help, if a user clicks on an ad twice within 30 minutes without closing the browser, Google Analytics will count it as a single session.
This means that an affiliate should consider the possibility that the same user might click on an ad, visit the website, close the page, and then return to it and click the ad again. In Google Ads statistics, this would be recorded as two clicks, but in Google Analytics, it would count as one session. Such discrepancies in metrics can be confusing, even for experienced affiliates.
It's also important to consider that in certain verticals, potential leads might prefer to contact the advertiser directly by phone instead of providing their information on the website. In such cases, enabling dynamic call tracking would be more appropriate. This allows you to track and analyze phone calls generated by your ads, providing valuable insights into the effectiveness of your campaigns.
To ensure you're not wasting your budget, it's important for affiliates and media buyers to understand who the main audience is for the offer and what problems it can solve. Based on this understanding, you should organize your advertising campaign by clustering related keywords and creating ad groups that highlight unique selling propositions (USPs) tailored to different needs.
When considering the vertical, it's important to take into account the level of competition and the Average Order Value (AOV). This information will help you gauge the return on your advertising investment. For instance, in highly competitive verticals with low-profit margins, spending money on paid advertising might not be effective. Additionally, if your vertical falls into a grayhat category, you should allocate a budget for resources like Google accounts. Using trusted agency advertising accounts, such as those provided by YeezyPay, can reduce the risk of bans and speed up the moderation process.
Summing up the topic of verticals and offers, It's worth noting that low conversion rates may be the norm for certain verticals. Each vertical has its own unique characteristics and challenges, and it's important to consider this when assessing the performance of your campaigns.
In such situations, it's important to create additional value for your product or service not only in your advertisements but also on your landing page. By doing so, you can increase the likelihood of conversions. To achieve this, it's important to monitor your competitors closely and track the headlines and descriptions they use in their ads on a daily basis. This will help you stay informed about their strategies and find ways to differentiate your offer.
Also, when launching advertising campaigns in Google Ads, it's important to consider the potential impact of pent-up demand and seasonality. Pent-up demand refers to a situation where there is a backlog of customers waiting to make a purchase or take a specific action. Seasonality refers to variations in consumer behavior or demand that occur during specific times of the year.
To effectively address pent-up demand and seasonality, you can use the “Assisted conversions” report in Google Analytics. This report provides data about users who returned to your landing page after a certain period and completed the desired action. By analyzing this data, you can gain insights into user behavior and optimize your advertising campaigns accordingly.
You should then go to the "Traffic Sources" — "Search Queries" tab and analyze the data to make adjustments to your semantics and the text of your ads.
Showing ads for non-target queries not only wastes your budget but also reduces the click-through rate (CTR), which can lower the ranking of your ads. It's important for affiliates to regularly compile a list of negative keywords and remove non-target queries to improve the effectiveness of their campaigns.
Based on advertising campaigns of YeezyPay users, which provides Google Ads trusted agency accounts, a common mistake in such cases is creating multiple ads with different text angles using a template, but all leading to the same page. This can create confusion and disappointment for users who were expecting something specific based on the ad they clicked.
To address this issue, you can analyze the performance report to identify the number of failures or underperforming ads. For each large group of ads that contain similar queries, it's better to develop a unique landing page or a separate page that specifically caters to those queries. You can also consider using content substitution or multiple landing pages based on the specific requests.
If the bounce rate exceeds 70%, it's likely that the information on your site did not meet the expectations set by the ad. It's also important to check the settings of your landing page to ensure that the link leads to the intended landing page with the offer from the ad, rather than the main page of your site. These adjustments can help improve the overall user experience and increase the chances of conversions.
To address this issue, it's crucial for affiliates to carefully review and optimize each element of the landing page. This includes paying attention to the headline, SEO text, graphic content, application form, CTA buttons, and page navigation. By ensuring that these elements are well-designed and aligned with the goals of your ad campaign, you can enhance the user experience and increase the chances of conversions.
At the same time, experienced media buyers recommend using "heat maps" that provide insights into how users view and interact with your page. Specifically, they suggest focusing on Z and F screen viewing patterns. To analyze these patterns, you can use the Page Analytics extension available for the Chrome browser.
It is also important not to overlook the importance of mobile responsiveness. Checking the adaptability of your landing page on different mobile device models is important since a large portion of users access the internet through their smartphones and tablets.
To address this issue, it's important to analyze the data from the Geographic Data Based Performance report. This report provides insights into the performance of your ads in different geos. By examining this data, you can identify which locations are not generating desired results and should be excluded from your ad campaign.
In addition to the standard Google Ads report, you can also use data from a CRM (Customer Relationship Management) system or a tracker to gain a deeper understanding of user behavior and performance in different geos.
It's also important to adjust the bidding strategy based on the performance of different device types in terms of return on investment and profitability. Keep in mind that the more conversions you receive, the higher the cost per click may be to secure top positions in search results. Therefore, it's important to analyze the performance of each device type and adjust the rates accordingly to maximize the effectiveness and profitability of your campaigns.
Devices that generate a lot of ad clicks but don't result in conversions should be excluded from serving. This helps to avoid wasting resources on clicks that don't contribute to achieving your campaign goals.
In certain niches where communication between a manager and a potential client is involved, and if the ad campaign settings are properly configured but the conversion rate remains low, it's recommended to personally assess the quality of the call center's interactions with clients. You can request records of telephone conversations from the affiliate program or advertiser, and compare the number of applications with the number of placed orders.
As an affiliate or PPC specialist, it's crucial to analyze each stage of the marketing funnel and assess the potential difficulties users may face. Each stage should be carefully optimized and improved to maximize results.
Using trusted agency accounts from services like YeezyPay can be helpful. These accounts can help prolong the lifespan of your advertising account and increase the likelihood of passing ad campaign moderation, even in grayhat niches. By leveraging such accounts, you can overcome potential challenges and improve the overall effectiveness of your advertising campaigns.
In this article, experts from YeezyPay, a service that provides access to trusted agency accounts in Google Ads, will share solutions for addressing the problem of low conversion rates despite having a high click-through rate (CTR). The article will use an example to illustrate a situation where all the relevant keywords have been collected, the campaign settings and marketing funnel stages have been carefully considered, and the ads have been compiled to meet all the requirements of the advertising platform.
What to consider when evaluating advertising statistics in Google Ads campaigns with a low click volume
When analyzing advertising statistics in Google Ads and encountering a low number of clicks, there are several important factors to consider. First and foremost, it's crucial to remember that the impact of advertising on the final conversion of a campaign is indirect. The actual influence comes from the pre-landing page or the landing page that users land on after clicking the ad, as well as the demand for the offer being promoted. Additionally, it's essential to recognize that target actions may vary depending on the specific industry or vertical.
Also, beginners working with Google Ads traffic often misinterpret information regarding clicks, sessions, and conversions. It's important to note that the number of clicks can be tracked within your Google Ads account, while the duration of user interaction with the landing page and other activities should be assessed based on the data collected in Google Analytics.
According to Google Help, if a user clicks on an ad twice within 30 minutes without closing the browser, Google Analytics will count it as a single session.
This means that an affiliate should consider the possibility that the same user might click on an ad, visit the website, close the page, and then return to it and click the ad again. In Google Ads statistics, this would be recorded as two clicks, but in Google Analytics, it would count as one session. Such discrepancies in metrics can be confusing, even for experienced affiliates.
Reasons for low conversion rates in Google Ads and how to solve them
Let's explore the possible reasons behind low conversion rates in Google Ads and discuss ways to address them.Contact form
If you're receiving a significant number of clicks and visits to your landing page, but you're not seeing any orders, deposits, or registrations, the first thing you should do is check if the contact form on your landing page is functioning properly. You can do this by filling out the form yourself and verifying if the information you enter is being successfully stored in the database.
It's also important to consider that in certain verticals, potential leads might prefer to contact the advertiser directly by phone instead of providing their information on the website. In such cases, enabling dynamic call tracking would be more appropriate. This allows you to track and analyze phone calls generated by your ads, providing valuable insights into the effectiveness of your campaigns.
Offer and vertical
If you notice a high number of visits to your landing page but no clicks, it's important to reevaluate the relevance of your offer for the target audience and consider the suitability of your chosen vertical for paid advertising.
To ensure you're not wasting your budget, it's important for affiliates and media buyers to understand who the main audience is for the offer and what problems it can solve. Based on this understanding, you should organize your advertising campaign by clustering related keywords and creating ad groups that highlight unique selling propositions (USPs) tailored to different needs.
When considering the vertical, it's important to take into account the level of competition and the Average Order Value (AOV). This information will help you gauge the return on your advertising investment. For instance, in highly competitive verticals with low-profit margins, spending money on paid advertising might not be effective. Additionally, if your vertical falls into a grayhat category, you should allocate a budget for resources like Google accounts. Using trusted agency advertising accounts, such as those provided by YeezyPay, can reduce the risk of bans and speed up the moderation process.
Summing up the topic of verticals and offers, It's worth noting that low conversion rates may be the norm for certain verticals. Each vertical has its own unique characteristics and challenges, and it's important to consider this when assessing the performance of your campaigns.
Competition and demand
When affiliates and their competitors are promoting the same offer in the same geo, users are more likely to choose the option that presents the offer in a more appealing way. For example, in the gambling vertical, this could involve offering a bonus like free slot spins for the first deposit.In such situations, it's important to create additional value for your product or service not only in your advertisements but also on your landing page. By doing so, you can increase the likelihood of conversions. To achieve this, it's important to monitor your competitors closely and track the headlines and descriptions they use in their ads on a daily basis. This will help you stay informed about their strategies and find ways to differentiate your offer.
Also, when launching advertising campaigns in Google Ads, it's important to consider the potential impact of pent-up demand and seasonality. Pent-up demand refers to a situation where there is a backlog of customers waiting to make a purchase or take a specific action. Seasonality refers to variations in consumer behavior or demand that occur during specific times of the year.
To effectively address pent-up demand and seasonality, you can use the “Assisted conversions” report in Google Analytics. This report provides data about users who returned to your landing page after a certain period and completed the desired action. By analyzing this data, you can gain insights into user behavior and optimize your advertising campaigns accordingly.
What else can negatively impact the number of clicks and conversions?
Let's briefly discuss a few more factors that can affect not only the number of clicks and conversions but also ad impressions. It's important to note that the fewer impressions you have, the fewer clicks you're likely to receive.Semantics
Semantics refers to the meaning and relevance of search queries and keywords used in advertising campaigns. If you're experiencing a low number of clicks, it could be because the search queries and keywords you're targeting are not relevant to your ads. To address this, you can activate the "Tag the URL that people click through from my ad" function in your account settings.
You should then go to the "Traffic Sources" — "Search Queries" tab and analyze the data to make adjustments to your semantics and the text of your ads.
Showing ads for non-target queries not only wastes your budget but also reduces the click-through rate (CTR), which can lower the ranking of your ads. It's important for affiliates to regularly compile a list of negative keywords and remove non-target queries to improve the effectiveness of their campaigns.
Promises in the ad
When it comes to the promise made in your ads, it's important to ensure that it aligns with the landing page and delivers what you're offering. If you're getting clicks to your landing page based on certain promises, but you're not seeing many conversions, the reason could be the ad text and its relevance to the user's expectations.
Based on advertising campaigns of YeezyPay users, which provides Google Ads trusted agency accounts, a common mistake in such cases is creating multiple ads with different text angles using a template, but all leading to the same page. This can create confusion and disappointment for users who were expecting something specific based on the ad they clicked.
To address this issue, you can analyze the performance report to identify the number of failures or underperforming ads. For each large group of ads that contain similar queries, it's better to develop a unique landing page or a separate page that specifically caters to those queries. You can also consider using content substitution or multiple landing pages based on the specific requests.
If the bounce rate exceeds 70%, it's likely that the information on your site did not meet the expectations set by the ad. It's also important to check the settings of your landing page to ensure that the link leads to the intended landing page with the offer from the ad, rather than the main page of your site. These adjustments can help improve the overall user experience and increase the chances of conversions.
Poorly designed landing page and website
Having a poorly designed landing page and website can significantly impact the success of even the most well-developed advertising campaign. When a user lands on a landing page with an unattractive title, outdated design, and poor usability, they are likely to be discouraged from taking the desired action and may simply close the tab. This also applies to landing pages with old URLs and pages that lack the keywords mentioned in the ad.
To address this issue, it's crucial for affiliates to carefully review and optimize each element of the landing page. This includes paying attention to the headline, SEO text, graphic content, application form, CTA buttons, and page navigation. By ensuring that these elements are well-designed and aligned with the goals of your ad campaign, you can enhance the user experience and increase the chances of conversions.
At the same time, experienced media buyers recommend using "heat maps" that provide insights into how users view and interact with your page. Specifically, they suggest focusing on Z and F screen viewing patterns. To analyze these patterns, you can use the Page Analytics extension available for the Chrome browser.
It is also important not to overlook the importance of mobile responsiveness. Checking the adaptability of your landing page on different mobile device models is important since a large portion of users access the internet through their smartphones and tablets.
Geos with unprofitable lead prices
Another factor that can negatively impact the number of clicks and conversions is displaying ads to users in less profitable geos. For instance, if a specific geo doesn't support the delivery of a nutra offer, showing ads to the audience from that geo would be ineffective.To address this issue, it's important to analyze the data from the Geographic Data Based Performance report. This report provides insights into the performance of your ads in different geos. By examining this data, you can identify which locations are not generating desired results and should be excluded from your ad campaign.
In addition to the standard Google Ads report, you can also use data from a CRM (Customer Relationship Management) system or a tracker to gain a deeper understanding of user behavior and performance in different geos.
Display time and devices
The timing of displaying ads and the devices used by users are important factors to consider in optimizing ad campaigns. Applications or conversions may occur more frequently during specific time slots. Therefore, it's advisable to turn off ad displays during periods when the conversion rates are low. By doing so, you can focus your advertising budget and efforts on times when there is a higher likelihood of receiving applications or conversions.It's also important to adjust the bidding strategy based on the performance of different device types in terms of return on investment and profitability. Keep in mind that the more conversions you receive, the higher the cost per click may be to secure top positions in search results. Therefore, it's important to analyze the performance of each device type and adjust the rates accordingly to maximize the effectiveness and profitability of your campaigns.
Devices that generate a lot of ad clicks but don't result in conversions should be excluded from serving. This helps to avoid wasting resources on clicks that don't contribute to achieving your campaign goals.
In certain niches where communication between a manager and a potential client is involved, and if the ad campaign settings are properly configured but the conversion rate remains low, it's recommended to personally assess the quality of the call center's interactions with clients. You can request records of telephone conversations from the affiliate program or advertiser, and compare the number of applications with the number of placed orders.
Conclusion
To make the most of your advertising efforts in Google Ads, it's important to have a detailed configuration of web analytics, select relevant queries, continuously analyze competitors, optimize budgets, and ensure high-quality design and usability of your landing pages.As an affiliate or PPC specialist, it's crucial to analyze each stage of the marketing funnel and assess the potential difficulties users may face. Each stage should be carefully optimized and improved to maximize results.
Using trusted agency accounts from services like YeezyPay can be helpful. These accounts can help prolong the lifespan of your advertising account and increase the likelihood of passing ad campaign moderation, even in grayhat niches. By leveraging such accounts, you can overcome potential challenges and improve the overall effectiveness of your advertising campaigns.
