Sometimes AdWords campaigns are rushed, and you realize they are not meeting any of the original goals. So we bid, we increase massively CPC but nothing to do, campaigns stagnate, or worse, they lose money.

Ads are not convincing for Google AdWords

The announcement is the key element: it is the first contact with the user. It must, therefore, be perfectly worked and very convincing. For this, it is advisable to recall the keywords typed and present 2 or 3 main arguments of the product or service offered. An ad that does not work gets not only a low CTR (click rate) but also a bad conversion rate.

Missed conversions due to a limited budget

From time to time, campaigns are “budget limited”, a recurring message about campaigns that are not optimized in depth. This implies that the budget is not sufficient to be released at each possible auction and it is likely that the advertiser thus misses conversions (the daily budget is already reached).

Campaigns are limited by budget

Two solutions are then possible:

Increase the overall budget and allocate this increase to the limited campaign

If all campaigns in the account have good performance, but the budget limits one of them, then potential conversions are missing. In this case, only one solution: increase the monthly budget of the limited campaign so that the whole account is efficient.

Keep the overall budget and maximize the expense only on the targeted campaign

If, conversely, we do not want to increase the budget of campaigns, there are several points of expenditure to optimize:

Distribution of budgets between campaigns

The distribution schedule, which allows you to restrict or, conversely, push bids at the times of the day when you achieve peak conversions

Play on auctions by device type (computer/tablet/smartphone)

Unrelated keywords start the budget

In the continuity of the points that can capture the budget without being studied, there are terms of research. Indeed, they are designated as disruptive keywords since when they are entered, they trigger an announcement and thus generate clicks. However, the triggering of the announcement can occur on keywords, similar to those of the account, but which do not have a direct relation with the site of which the announcement is the object.

But if they do not relate to your site, why then an announcement is triggered?

Non-thematic product

For example, if an advertiser sells classic bathtubs for bathrooms, he can bid on the advertising account on a keyword such as “bathtub”. Therefore, it is likely to appear, as soon as campaigns are created, on keywords such as “baby bath” or “elderly bath”.

Synonym or related expression

Matching keywords, especially “wide”, allows Google to use synonyms or related phrases of the keyword in the account. And this sometimes causes some errors in the sense that it generates unwanted clicks and impressions.

Bid without worrying about quality scores

When we see that campaigns are not performing well enough, we tend to increase the CPCs of the keywords or the campaign systematically. Thus, it is thought to maximize its visibility and the chances of converting.

Unfortunately, we act, often wrongly, only on keywords that seem important to us without taking into account an essential criterion: their quality score.

Part of the improvement of these campaigns is, therefore, to work against the scores of the keywords. Filtering keywords with low scores can either improve the ad and landing page of the keyword in question to increase the score or choose to lower the bid to avoid a surge in costs.

Campaign settings, a key success factor

The settings of the campaign is the stage of creation that is a bit scary. Many possibilities and a lack of study of the subject often engender a bad basic setting, which, even with the right keywords and relevant ads, hinders the achievement of the objectives. Most often, we check all the default settings without worrying about the impact of these on future results.

A second exploration of campaign parameters is, therefore, a good way to improve.

First, let’s not forget that the targeting language differs from the targeting area. The targeting language must be the language for writing ads while the zone is the place where the ads will be broadcast. Then do not try to touch everyone by having the most general settings. The chances of having a customer who travels to the store are nil.

Another essential parameter that can significantly change the game is the bid strategy that has been selected. This must be related to the purpose of the campaigns.

The landing pages are not adapted to the SEA

Detecting if it is the landing pages of ads that are problematic in the results is quite simple. To do this, it is sufficient to note a good rate of clicks on the ads but a low conversion rate, or even zero. 2 possibilities:

The ads are distorted and do not present the actual arguments of the service or product in question,

Either the landing pages (or the site) are not optimized for the SEA.

It takes less than 10 seconds for a user to leave a landing page! In other words, we must be concise. The arguments that the visitor has read in your ad absolutely must jump at him. If I bid on the keyword “blue man t-shirt”, the ad must redirect to the worst on a page listing these products (or failing that on a page of men’s clothing).

Added keywords capture the entire budget

If it’s not the quality scores or bad research terms that start your budget, there are still points to work on the side of these famous keywords.

Three other factors can also influence the performance of keywords:

The typical match

The lack of segmentation

The neglect of the long tail

The ROI goal is never achieved

Even if your campaigns are well set up, written, and built. They still cannot reach the profitability targets that were set at the beginning? But what are we doing wrong then? Two additional explanations are possible:

Conversion tracking code is wrong

Advertising goals are not realistic

On the first point, it is a case that one meets regularly. The conversion tracking code must be placed on the correct objectives (filled out form, order confirmation) and not counting conversions in case of errors, of unfilled fields.