5 Reasons Why Your Google Ads Are Not Working

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Hi! This is Liza here from Content Maximiser. I was with Dr. Bishoy, who owns a dental practice here in Sydney South. And we were going through his business acceleration strategy where we audited the Google ads campaign that another provider was doing for him. And he said to me, “Liza, my Google ads are not working, I’m spending a lot of money, but I’m just not getting the leads, why is that?”

Well, after auditing his Google ads accounts we can see why he is not getting the results that he could have been getting. This is quite a common problem that we see when we do our marketing audits for our clients. So I thought I’ll make a video sharing with you the five reasons why your Google ads are not working.

Problem 1: Same Ads for all keywords

So let’s start with reason number one, is that you’re using the same ads copy for all keywords. So let’s use Dr. Bishoy’s as an example, where he’s a dental practice, they offer services such as Invisalign, cosmetic dentistry, dental veneers, implants, emergency dentistry. So they’re all very different services, but what we see is that very often, the agency would just write one or two ads, things such as: looking for the best dentist in Sydney South? Call our friendly team now, or something really generic like that.

That’s not gonna entice people to click on your ad. It’s no specific enough to the search term. When we manage Google ads for our clients, we write over 50 ads, we break them up into different ad groups and every ad group, we write three different ads. We don’t just write one ad per ad group, because we just don’t know which one’s gonna convert better. So that’s why we write three to four ads per ad group and when we actually map everything out, we write between 50 to 60 ads, then when we show them to our clients, they’re like, “Wow, you’ve written a lot of ads.” But you just need to go through that level of details to help your clients get results.

So the first mistake is that maybe you are not writing enough ads for your different category of keywords.

Problem 2: Same landing page

The next reason why your Google ads are not working could be because of the landing page. Once again, a mistake we often see people make is that all the ads are going to the homepage of a website. What people want is relevance, so for example, if the ad group is about dental implants, then we want to drive people to the dental implant page, not the home page. So you want to make sure that every ad group has a different landing page that is relevant to that particular ad group and the content on that page is solid.

You want to have over a thousand words, you want pictures showcasing your capability. Ideally, you want to have videos as well, you want to have testimonials, so you want to make sure that you have got different landing pages for different ad groups and that the design and the layout of the landing page are solid and is built to convert.

Problem 3: Not enough budget

Problem number three why your Google ads is not working, is maybe you just don’t have enough budget. I’ll give you another example, where we took over one of our clients Google ads account and when we looked in it, we saw that his budget was $2 a day. And I said to him, “How come your budget is $2 a day?” And he said, “Well, we’re in the regional area, we don’t have that many competitions, so we’re just thought $2 a day is fine.”

But the average cost per click for his market is $2.50 a click. Which means he will only get one click every two days, a click does not equal conversion either, right? So as you’ve got to make sure that you have got enough budget to get your campaigns going. With the budget, with Google ads, even though you might have a monthly budget, it is actually broken down into a daily budget. So let’s just say if you’ve got a budget of $100 a day and if that $100 is not being used up, it doesn’t get rolled over to the next day. So what you want to do is that you actually want to have enough of a daily budget, so that you’re getting enough traffic and volume to go to your website and if your website is doing what it’s supposed to do, then you will get the conversion. So make sure that you’ve got enough budget to get the results that you want.

The other thing to pay attention to is that I know in a lot of industries, colleagues like to talk and they like to share, and they will say “Well, I only need to spend a thousand dollars a month and I get great results.” But then someone goes, “Well I spend a thousand dollars and I’m not getting the results.” If all things equal and we see it very often with accounts that we handle is that different geography in different suburbs will require different budgets to get the same results. And the reason being is the level of competition in those area. So for example, in regional area where there might be less competition, you might need a smaller budget, compared to Metro and city-based area where there’s a lot more competition. So you might need to spend maybe double or three times the budget to get the same results. So the location that you’re based will also impact the the budget that you need to set to get the result that you want.

Problem 4: Incorrect targeting

The fourth reason why your Google ads are not working could be incorrect targeting. So targeting by geography, targeting by the audience. So maybe the targeting is incorrect or maybe you’re too broad for your targeting. So for example, in Google ads, you can do a broad key phrase. So using dentistry as an example, where if you target any key phrases with the word dentist or dental in it, and your ad gets shown, that might not be the best strategy, because what happens if someone types cheap dentist? Or dental insurance, right? So your ads might get shown for those search term because you’re after broad, but it is not giving you the relevant traffic. So you could be paying for the clicks, but you’re not getting the return or your ad is being shown and no one’s clicking on it.

And as a result, Google will see that the quality of your ad is not good and then they will reduce your quality score, which then means that your ads are shown less and you’re paying a premium for it.

Problem 5: Low-quality score

This actually goes to my point number five is that you got a low-quality score. Going back to Dr. Bishoy, he was saying to me, “Well Liza, if people don’t click on it, that’s alright because I’m not paying for it. Right?” Well, actually, no.

When you think about it in a search result for ads, there’s only three to four placement for these ads and if Google is going to show your ad in one of the placements, Google wants to make money, Google is a business. And the only way for them to make money is if people click on your ads. So if your ad is not being clicked, but it’s taking up a placement, Google is gonna go, “You know what?” “This ad, not many people clicks on it, so that means the quality of this ad mustn’t be really good, so when people do actually click, we wanna charge it a premium”

Or the other thing is people might click on the ad and then they go to the website, but then they bounce. And what I mean by bounce is they don’t go any further and then they just click the back button and they leave, or they don’t do anything, they don’t go deeper into the site by clicking more buttons. So in Google’s eyes the lack of action that people would take when they go to your website after they click on the ad, will be deemed as low-quality experience. And so, therefore, you’re gonna get a low-quality score for your ads and as a result, you’re gonna be charged a premium for every click you do, get which means that if you’ve got a high cost per click, then that means your budget is gonna get exhausted faster.

And that will also impact the reason why your Google ads are not working because your budget is not going as far as it could get. Some of the Google ads campaigns that we’ve have taken over and started looking after for our clients, we’ve gone from $5- $6 a click, down to $2.50 a click. Now you think, “Well, it’s only two dollars fifty, that’s no big deal.”

Well, actually we have just doubled the leads for the client, if all things equal. We’ve actually helped them double the number of enquiries, just by managing the quality of the ads that are written, as well as the experience that people have when they go to the landing page, reflected by the actions that people take when they go to the websites. This could take them from 15 leads a month to 30 leads a month. So having a low-quality score would definitely impact your Google ads and having it not working properly.

Summary

So these are the five reasons why your the Google ads might not be working. Number one is that you’re having the same ads for all your keywords. Number two, you’ve got the same landing page for all your ad groups. Number three, you don’t have enough budget, Number four, you’re not targeting correctly, and numbe fiver, you’ve got a low-quality score for your Google ads accounts.

Next Step

I hope this gives you a better understanding of Google ads and why you might not be getting results from your Google ads management. So if Google ads are something that you want to bring to the next level, or you want to start utilising, we’d love to help you.

We do offer a comprehension marketing audit, where we will go through your website, go through your content, we’ll review your Google ads account if you’ve got that and identify where the gaps are, also help you find your lowest hanging fruits, to help you get the highest return for your marketing budget.

We also offer a Market Leaders Program, where it is designed to help you double your business in three years or less, and we will show you the exact market leaders blueprint and framework that we use to help our clients get these results.

So if this is something of interest to you, then feel free to fill in the enquiry form on our website, or direct message us on social media and we’ll help you organise your marketing audit session. I look forward to seeing you in the next video.

 

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In the 2nd month of launching the site, we have 10X our traffic and double the quality leads we are getting. It has been our biggest month in the clinic so far.

Dr. May Chan
Dentist & Co-Founder, BDS (Adelaide), FICCDE (Ortho), Dental Boutique
Content Maximiser is a full-service digital team of experts who not only creates and develops online strategies, but also helps bolster the company’s online reputation and works to optimize all online content for search.

Cecilia Chan
Marketing Manager, USANA Health Sciences

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