Business revenue is hard-earned money, no entrepreneur dares to spend unnecessarily. Even if they do consider spending it, they make sure it is invested in the right place, somewhere there are ample audience, regular interaction, and good return on investment. Google is a powerful search engine platform where users flock in millions per day. Two years hence the website got popularity, it launched the advertising platform in October 2000 as AdWords. It’s the kind of place where they consider advertising their brands and reach the target audience. It expanded the reach and taught how to optimize the advertising campaigns.
It is a PPC advertising platform where advertisers publish the advertisements and pay per Ad or impression. It is an effective way of driving traffic to a website and compelling them to make a purchase. By extending CTA with the banner, marketers also leverage its ability to exert more calls, boost site traffic, and increase real-time store visits. The well-timed appearance on the SERPs is encouraged, as it displays the Ad when searchers come on board looking for products and services. How these campaigns can be doomed in a monthly cap and paused or stopped when not required, impresses the marketers a lot.
Today, thousands of companies are promoting their products and brands on Google, so those not doing it are going to lose big. Even if they are doing it right organically, they sometimes encounter downfall in the SERPs and lack a competitive edge in the market. But we say, despite advertising unsuccessfully, continue doing it and find out the reasons behind the undoing. Let’s dive into the most common reasons why Google Ads don’t work.
Keywords are core to PPC campaigns, so if they aren’t dealt with right, there’s no way you are going ahead in the race. The race of bidding high-value keywords forces advertisers to brainstorm the right set of target words and phrases that the ultimate audience type in the search box. The job doesn’t end here as it is crucial to review the performance of each keyword and tweak the errors. Errors like broad keyword terms leave a jeopardizing impact on the campaign altogether.
Google prefers content that meets the intent of the users and improves their internet experience. So, if an advertiser is not producing a relevant advertisement that also compels the audience to click on it, he/she isn’t justifying an Ad spend. The right copy will entail the headline and description infused with quality keywords and highlight the pain point of the searchers. Advancement in the AdWords features allows the publisher to test and track each advert to come up with the set of copies that works the best.
Quality score defines the performance of a content, which also is used by Google to rank the Ad. The higher this score is, the better the rank will be. With the fewer quality score, the copy will not be able to draw much of the desired attention, while also reduce the chance of conversions. Hence, having cognized the quality score, the ball is the advertisers’ court.
Everything from ad designing to publishing and tracking is done right, yet the campaign doesn’t bring revenue, why? It’s because the information the audience seeks to encounter doesn’t impress them in the end. The purpose of clicking on an advert is to be exposed to a page where they can access information that Ad promised in the first place. If they don’t find the same keyword, or the pain points being addressed on the landing page, they immediately leave the page.
Even a small mistake can incur a huge loss when it comes to advertising on this tech giant. These reasons will pull the businesses out of the quandary why they are facing undoing despite working so hard on their PPC campaign.