Why Google Ads is Not Working

The reason for why your Google Ads campaign is failing is because you are not using all 5 elements of "The Google Ads Chain".

If you don’t have all of the 5 links for the Google Ads chain your Google Ads campaign is never going to work.

By the end of this video you are going to see the reason for why your Google Ads campaign is failing is because you are only focusing on these 3 middle links of the chain & forgetting about the most important 1st & last link of the chain. 

And by missing the very important first & last link of the chain you will have a highly functioning Google Ads campaign that is failing because it does not target the correct question or give the correct answer.

Most people will focus on the 3 middle parts of the Google Ads chain being:

• Keyword Research & Account Structure
• Ad Copy
• Google Ads Optimisation Strategy

While these 3 links are very very important and you need all of the 3 of them to be working in order to see success in Google Ads. 

Without focussing on the important first and last links of the chain you will never see any real success with Google Ads.

This is because the first link of the chain is all about your: Conversion Strategy where you are asking the questions “What do people want & what do you want people to do”

Especially for Google Search & Google Shopping campaigns you need to remember that these search based campaigns are very much targeting people who are at the “bottom of the funnel”

What we mean by that is that they are ready to buy. And they are ready to buy for 2 core reasons:

1. And the first reason is that it’s an emergency 

•  If you are plumber this is someone who has woken up to a burst water pipe or blocked toilet so they head straight to Google as they need a plumber today
•  Or they have woken up to a beautiful sunny day and they are looking for a new beachside cafe to enjoy their morning coffee

1. And the second reason is because they have completed their research and they are ready to make a decision

So for example you have couple who have decided that they are going to the snow for their Christmas holidays they are now going to be completing Google searches to buy everything from snow jackets, to beanies to thermals.

Regardless of whether its an emergency or someone who has completed their research and are ready to make a decision when you are running Google Ads campaigns you need to be very clear with the problem you are solving & what you want people to do and this messaging needs to carried all the way through your Google Ads strategy including:

•  Your KW research
•  Your Account structure
•  Ad copy
•  And landing pages

Without this plan you see people creating campaigns and sending people to their home page and not to a specifically created landing page that will solve their problem.

When you get this to work properly you can see rapid increases to your Google Ads campaign results. 

And now that we have the first 4 links in the chain sorted with our:

1. Conversion Strategy (the problem you are solving & what do we want people to do)
2. Keyword Research & Account Structure
3. Ad Copy
4. Google Ads Optimisation Strategy

We now come to the last important link of the chain which is our

5. Landing Page & Pricing

These 2 elements can take some time to get right. 

But what you are wanting to test here is:

•  What are best headlines that resonate with your users
•  What are the best images
•  What’s the best page layout
•  And finally the one that no one wants to talk about is what is the best price point

When it comes to price I get it we all want to charge more but the reality is that your product or service is only worth what someone is willing to pay. Now I am not going to be able to go through a full pricing strategy for your product but what we can do is look at the important metrics to focus on in Google Analytics. If you are not yet getting any conversions in Google Ads you want to focus on these metrics:

• Bounce Rate (40-60%)

•  Average Session duration (1.5 minutes or more)
•  Number of sessions per user (1.5 or more)

If you have all of those metrics and still not getting conversions - I would recommend you try a sale or discount to see if pricing is your issue.