if you are sick of spending money on Google ads and not getting enough conversions maybe even not getting any conversions then this is the video for you cuz I'm going to show you how to work out what the problem is and most importantly how to fix it so I've been running Google ads for more than 15 years spent more than $12 million on the Google ad platform and I've see many ad accounts that are in this scenario right where they're just not generating enough conversions maybe not even any conversions and in that situation the most
important thing to do is to identify the problem because if we can identify the problem then we can fix it so what we're going to do in this video is we're going to walk through potential problems that might be causing this issue and then I'll go through and explain the fixes for each of those and show you how to work out if that problem is actually affect affecting you or not so as we go through you can go okay not that problem that's not affecting me not that problem that's not affecting me yes this one
is okay this is the fix fantastic I go ahead and Implement that and get a lot more conversions and hopefully this video will be very valuable because of that so the first thing we need to do here is actually identify is this a Google ads problem or is it not because it's very easy when you're running Google ads you're paying Google uh for traffic to see a drop off in conversions or not enough conversions and just think oh it's obviously a Google ads problem uh this is really annoying and you don't necessarily look into the
other potential causes but it's really important to do that because if you think it's a Google ads problem but it's not it doesn't matter what you do to your Google ads it's not going to fix the situation it's not going to improve the number of conversions that you're getting so the way we do that is we compare our Google ads data to other traffic sources now go brand new business and you're only running Google ads as a way of generating leads customers Etc you're not going to be able to do this because you're not going
to have any other traffic sources but most businesses will be able to do this so take a look at your Google ads data and compare it to your organic traffic if you've got organic traffic or compare it to social media traffic either paid or organic again if you've got those compare it to email marketing have a look at various other ways that you might acquire customers and if for example you've seen a big drop off in your Google ad results your conversions you're getting from there are you also seeing a big drop off in conversions
from organic traffic from social from email because if you're getting a big drop off across the board or you're not converting as well across the board it's probably not a Google ads issue it's probably something else and there's a number of different things it could be I'll quickly run through um some examples so it could be an issue with your website perhaps there's a technical issue that's not allowing people to purchase or fill out the lead form these things sound very basic but they happen more often than you think or maybe there's been website changes
made you think the new website looks great and it's designed really nicely but it's not converting as well that again happens more often and than you think perhaps there's an issue with your offer maybe there are superior offers out there in the market people either don't want what you're selling or they do want it but perhaps you'll mispriced there are other competitors that are selling it for for a better price these things would affect your conversions across the board and that would be an indication you know if you're seeing issues across the board that it
wouldn't be a Google ads thing it could be could be like I said offer website pricing could be a change changing competitive landscape could be that a new competitor's just brought out a new product and that's far superior and that's affected not any you but your other competitors within the space so if you see a drop off across the board might be something to to think about and have a little look at what are our competitors doing oh yeah they've just bought out the Model 3000 whatever yeah that is better than anything we've got we're
going to have to do something about that that could be a big issues well and then of course there's seasonality most businesses are seasonal some highly seasonal some less but most business are going to experience some parts of the year that are really good where you get really good conversions and other parts of the Year where you struggle if for example you're trying to sell weight loss in the US in December it's going to be really difficult to sell at that time of the year in comparison to if you're trying to sell it in January
whether that's a service or you know a coaching program or or a supplement or a gym membership whatever it happens to be that the seasonality the time of year is going to make a massive difference and again if it is seasonality that's affecting your conversions that wouldn't just affect your gole ads that would be affected across the board in terms of of other channels okay so assuming you are fairly confident that it is your Google ads that's the problem you've had a look at your data and you don't think it's it's a wider issue that
might require a different fix we can then look at various metrics within your Google ad account to try and identify what within that is the problem there what we can improve what we can fix and how we can get a lot more conversions so whenever you got an issue like this I like to bring things back to basics to start with okay and one of the core metrics one of the most important things with Google ads always has been likely always will be is CTR click-through rate are your ads engaging enough for people to actually
be clicking on them are they written in a way that makes people feel like oh that's interesting yes that product service Etc is likely to solve my problem therefore I'm going to click I'm going to come through because if people aren't doing that if they're not clicking in a high enough percentage not coming through to your website you're not going to get conversions that's the sort of the basic principle of Google ads especially when it comes to to the search Network so with search campaigns I really would like to see a click-through rate of 8%
or above and if you've got a clickthrough rate beneath that there's probably room for improvement later on I'm going to talk more about how to write a better ad copy to improve your your click-through rate but think about it if you've got a clickthrough rate currently of 5% and you can take that up to 10% that's going to make an enormous difference in terms of the amount of people coming through to your website um how many conversions you're likely to get and how successful and profitable your Google ad campaigns are so that's the first thing
to look at is click-through rate the next thing to take a look at is impression share metrics and specifically your top impression share so to do that I'm just going to jump into one of our Google ad accounts I've got a uh an ad group here lined up that I want to just walk you through some of the data and how we actually go about taking a look at this and I'll explain why there could be potential issues here and and how you go about um fixing it okay so here we I've just highlighted one
of the ad groups and I've got sort of standard Google ads data but what I want to look at is impression share I want to look at top impression share and actually want to look at Absolute top impression share I'm going to show you how to do that and and then and explain what that means here so you can take your ad group campaign Etc we're going to go into columns here we're going to go ahead and click modify columns and then just up here I'm going to go ahead and add in some metrics so
I want search impression share just like I I described let's add that in I also want search top impression share and if I click back in here I also want search absolute top impression share okay and we can see here those have been added in those three metrics just there and our columns and I'm going to go ahead and click apply and then we can take a look at this okay and I can explain each one right so we've got search impression share so that is simply of the searches on Google that my ads could
have shown for because people were searching for you know keywords that related to the ones that are I'm targeting what percentage of the time did my ads actually appear okay so we got 90 just under 95% so 95% of the time when ads could have been shown to Searchers they were that's really good that's a nice high search impression share now these next two metrics are the actually important part around this point identifying this potential issue we've got search top impression share so that is the percentage of the time where our ads appeared at the
top of the page not necessarily position number one but at the top of the page when it comes to the ad results when someone's searching so what you want is your search top impression share to be close to your search impression share because if for example you're getting a 95% search impression share so 95% of the time that your ads could be shown they are shown but your search top impression share is say 30% that means that when your ads are shown only around a third of the time are they actually at the top of
those page in those top ad results that's not good that means they're going to be lower down at far more often and that's going to impact your conversion rate I'll explain more about that in a second and then we've got search absolute top impression share which is how often our ads appearing in the absolute top position and again you want that to be not too far off your search top impression share and your search impression share metric so here we've got you know 90 just a 95% 92% and then just a 92% so basically within
this ad group the ads are appearing in position one the vast majority of the time if your search absolute top impression share is 10% 20% 30% lower than your search top impression share that's fine I I'm not I'm not super concerned about you don't always need to be right absolutely at the top but it's interesting to have that metric the more important thing is this the search top impression share is close to your search impression share now the reason why this is so important this is how we have a look at whether or not we're
showing up at the top of the page when it comes to ad results is because you can still get clicks from being lower down being on second page Etc but the people that make it that far these are the ones that are far less likely to convert because they've probably already clicked on the options at the top of the page haven't found quite what they're looking for they're clicking around they're really considering their options maybe they've searched for something something that's actually not quite the right search for what they're looking for and that's why they've
had a bunch of ads or organic results appear and they've clicked on those and gone no this isn't quite right they'd come back out you don't really want those people clicking on your ads that they're far less likely to convert what you want is to be right at the top soone someone searches for something your ad appears because it's relevant to their search they click and they I I like to go through and convert you don't necessarily want the people that are doing all the research and comparing all the options and they've clicked on all
the other ones maybe a bit confused about what they want um so that's really important so if you do see that your search top impression share is significantly lower than your search impression share showing that yes your ads are being shown but they're often not at the top of the page there are a few different ways you can go about fixing that we've already discussed improving your ads which will improve your quality score and that will help Google raise your rank on the page but also depending on your bidding strategy you might just not be
spending enough to appear at the top of the page which is obviously something you can change and bidding strategies are actually really really important I cover them in detail in a whole other video I'll include a link in the description below because you want to go ahead and and check that out if you are seeing this issue in particular that your top impression share is not as high as it needs to be it's not close to that search impression share then go ahead and check out bidding strategies because you might be able to change your
bidding strategy and that problem will take care of itself and you'll appear higher up in those add results and get better results because of it okay so once you've been through those two things there are some more potential problems and things we need to run through in terms of diagnosing the issue and and potential fixes before we do that just want to quickly let you know about our done for new Google ad Services now if you're going through this and thinking this is really complicated I just want to get conversions from my Google ad campaigns
I don't want have to worry about this my company can do that for you we can literally we can create your campaigns manage them optimize them scale them get you the best results possible almost certainly get you better results than if you do it yourself and will take all that workload off your hand so if that sounds like a good deal you can click on the link in the description below that'll take you to a page on our website where you can book in a free non obligation call with one of my team members to
find out more how we might be able to help they'll be able to show you the we've been able to get for uh lots and lots of other clients potentially some in your industry as well so yeah if that sounds good go ahead and do that and hopefully we get a chance to work together okay so let's carry on with diagnosing the issue and then uh providing the solution depending on on what we find so let's assume that at this point your CTR is above 8% so we think your ad copy is decent and you're
getting good top impression share so you haven't got a misaligned bidding strategy or something like that that's optimized and doing what you need it to do you're appearing nice and high on the page but you're still not getting many conversions potentially any conversions then we need to look at some other things okay so the first thing I'd look at after that would be the landing page now remember at this stage we've already established that Google ads is the problem as in other channels are converting um if you have them and if there's a scenario where
you're using the same landing page for other traffic sources as you are for Google ads and it's converting for those other traffic sources but not for your Google ads which so does sometimes happen then the solution there would be to create a specific landing page for your Google ad campaign because it might be that what you put on your Google ad landing page needs to be different to what you're using elsewhere and to some extent that's going to be because of the intent that people have when they come from a Google ad campaign versus elsewhere
so let's say you're running a search uh campaign on Google people have a lot more buyers intent than they do for example if you're running meta ads and people are being interrupted as they're scrolling through their feed and then they're coming through to your landing page so if you're using the same landing page people are at different stages of the buying Journey that's probably not ideal they're going to want something with Google that's potentially simpler more to the point allows people to get to the next step that they're already looking for they're already looking to
acquire into your services they're already looking to purchase a product whereas if you're using more Interruption advertising with meta ads or even other networks within Google advertising you might need to do more warming up put in more proof include a video sales letter to help emphasize the benefits associated with your product service like you're going to have to do more selling on that landing page so breaking that out into a separate landing page U for Google ads will be something I Look to do one of the things I often talk about and that I like
doing is having multiple different landing pages for our Google ads broken down into various ad groups so if you've got an ad group that's covering a certain phrasing around one of our services that people often search for so that we can make the language on the landing page really congruent with the language in our ads so we have that specificity running through so from the search to the ad to the landing page it all feels very much like okay this is exactly what I'm looking for for your potential customer so we will often do that
break that out yes it's more time it's more effort but can absolutely help um improve conversions that would be something I'd look to do on top of creating a specific landing page for your Google ads you could have multiple landing pages where you really um break things down and if you want more information on landing pages I've created another video that goes into a lot of detail on how to optimize your landing page and get the best results possible when you're running Google ads traffic to it again there'll be a link in the description so
go ahead and check that out if you want more info on that and if you think that that might be an issue definitely something to look at something the Google iers often Overlook because they assume it's the ads everyone always wants to think it's the ads partly because that's an easier fix um than creating a whole new landing page often but often that is not necessarily um the case Okay the other thing I would look at is campaign types right so if historically you've run search ads which is where most Google advertisers begin and where
I'd recommend most new Google advertisers start there's a lot of search intent usually relatively easy to convert but let's say for example you've run a search campaign it did convert quite well but conversions really dropped off you're not seeing the results that you're used to that might be a really good time to try other campaign types and try and take advantage of the other options that Google has when it comes to advertising the easiest way to do that is going to be with a performance Max campaign and if you've already got some conversion data you
know your Google ads might not be converting very well now which might be why you decided to watch the video but perhaps they were they were converting really well earlier on Google has that conversion data they know what a conversion looks like they know the type of people they know how many Impressions on average they have data that they can use so if then you use a performance Max Campaign which effectively encompasses all of Google's various networks So within a performance Max campaign your ads can run on the search network but they can run on
display various places around the internet they can run within Gmail they can run on YouTube they can run all over the place when it comes to to running Google ads you can have Google shopping ads you can have all sorts right that is taking advantage of what Google has to offer you're using Google's very smart AI to try and get you the best results possible and for brand new Google ad accounts brand new Google ad iers I don't like using performance Max but like I said if you've already run search campaigns in the past you've
already got conversions but perhaps things aren't going as well as they used to now would be a really good time to experiment with performance Max and just like previously I'm linking to other videos to try and make this one as useful as possible I've got a link in the description showing you exactly how to create performance Max campaign it's a full tutorial walkthrough so if you're interested in doing that you think that might be the cause like yeah I did used to get great results with search now they have dropped off then go ahead and
click on that and check that out I think you're going to find that very help so we've been through a bit of a diagnostic process to try and work out what the problem is with your Google ads and fix it so you can get a whole bunch more conversions assuming of course the problem is your Google ads it isn't always as as we've already discussed and there are of course other things that you can look at and can go through but I didn't want to include too much I didn't want this to be overwhelming there's
already plenty there to be getting on with and I wanted to quickly talk about where I would start if you've been through this you're thinking I think I've got multiple issues with my Google ads which can sometimes happen particularly if you're relatively new to Google ads in that scenario I'd recommend starting with ad copy ad copy is often relatively quick and easy to improve and can make a really big difference to your results like we discussed earlier if you take your clickthrough rate from 4% to 10% it's going to make a huge difference to the
amount of people coming through to your lny page to your website and therefore the number of people converting actually in this video I show you exactly how to write really high quality Google ad copy that can convert really well I go through some of my favorite techniques I show some uh examples in lots of different industries that you can model from so if you think that your Google ad copy isn't quite as good as it could be go ahead and check this out
