Google Ads: 15k impressions, 159 Clicks, 0 Conversion
After 1 week, people are clicking the ad, but I'm not getting the conversion (provide your email). I realize this is a bottom of funnel problem and have made changes to the website with feedback from a web marketer...
My budget allows me to run all campaigns through the next week or two, but I feel like I could make some cuts. This would allow me to run all campaigns longer and within the budget.
Anyways -- just trying to get my bearings on Google Ads:
-Campaign 1 and 2 have both a lower click-through-rate (CTR) and a higher cost-per-click (CPC). This indicates a pond worth fishing in, but more competitive (represented in the higher CPC).
-Campaign 3 and 4 both have a higher CTR and a lower CPC.
Would you cut campaigns 1 & 2 to save on budget for longevity of 3 and 4 to buy time to better develop the site? Again, 0 conversions to submit email from all campaigns.
Closed my project after a one-week validation. sharing the lesson because i wish i'd known it going in
I have been running google Ads campaigns for 10 years and spent over 2M USD for various clients : these are some basic rules :
Monitor your google ads campaigns in google analytics , the reporting is more realtime
and you can check the bounce rates and other goal metrics
be carefull with mobile and tablet , they are very cheap but have a lot of false clicks
start with lower cpc's and work your way up , 2usd cpc is very high for weeding out the bad placements
Why would you exclude placements with a CTR above 10%? Wouldn't you want a higher click though rate? Or does this mean it's probably fake clicks?
Hi , It can be that your ad is very succesfull and you get a high CTR , but than you will see a high CTR on all placements , Again i am talking on display on third party sites and mobile apps , sometimes these sites have their ad placement in such a way that it generates above average in false clicks. like close to other actions. i block these placements.
again , i don't want a higher CTR , i want a lower CTR with a lower bounce rate.
a campaign is successful if you get conversions , clicks or CTR is not a metric to measure success of a campaign
thanks! this is super helpful for those just starting out with the platform (and maybe for those more experienced than me!).
greatly appreciate the feedback and sharing your knowledge.
Sorry to say @power, but your landing page / site is way too busy.
There's too much copy, and there's no visual hierarchy. The CTA is not clear, and not above the fold (I'm even visiting your site from a 32" screen)
I also agree with @yousufj -- your landing page should align with the ad copy. It should be clean and clutter free.
Turn off campaign 1 and 2. If campaigns 3 & 4 have similar copy, then you can get away with creating one simple landing page.
Depending on your ad copy for 3 & 4, your landing page could simply be:
Save Time And Money [Heading]
-----------------
We are experts in Commercial Fleet optimization. We guarantee that we will save you time, effort, & money.
-----------------
CONTACT US
Name:
Email:
[Get Your FREE Consultation Call Today] <-button text
You don't need to say "company" email -- as long as they give you a good email, that should be enough.
The contact form is not very obvious or well designed. In fact, if you want to minimize friction, just ask for Name and Email.
You might be better off directing traffic to a page designed using a landing page builder. Maybe you can throw together something simple using Carrd.co or some other well know landing page builder.
Hope the feedback helps :)
Yes!
So new priorities:
1.Design
--Visual Hierarchy
--Contact form above the fold and don't get pretentious with the email.
2.Copy: I basically need to solve for 1, first.
I'll check out Carrd.co. Thanks!
Edit: the Carrd.co design looks amazing.
👍Keep us posted :)
Rick,
Your campaign must have ended by now. I am curious to know what came out in the week or two after your post.
I think you were on to something by comparing CPC cost and CTR among the 4 campaigns. But one thing stood out for me, and it was Campaign 4. It not only had the highest CTR, the second lowest CPC, but it had the most clicks/impressions.
Everything else being equal, Campaign 4 has a better chance to convert, given the high CTR and traffic.
Did it come out that way for you?
Michael
P.S. Check out my Google Campaign Checklist(Free):
https://michaellu8.gumroad.com/l/GoogleCampaignChecklist
Let me preface this comment by saying that I'm no expert in Google ads or CPC ads in general, but I have used them for my own products a couple of times.
I agree with your thinking that this is an issue with your landing page(s), not your ads per se. But without seeing your website and your ad copy, it's hard to know.
Personally, I'd pause all the ads, then work on your landing page(s). Try and increase your Quality Score. Make sure whatever you say in your ad copy is reflected at the top of the page you are taking the users to. If you need to create a specific page for each ad, then do that.
eg. If your ad says:
"Learn XYZ in 5 short videos".
"Sign up for free for our newsletter to get access to your videos instantly".
Then the page the user is taken to should say right at the top "Learn XYZ in 5 short videos", followed by an explanation, then a clear CTA that explains that they need to sign up to your mailing list to get access to those videos. That way the user doesn't click your ad then bounce because they are confused or surprised by what they see.
After you make changes to your landing pages, enable the ads again and see what happens to your Quality Score and conversion rate.
www.fleetoptimize.com -- this is the NEW UI and hasn't been tested. starting running the ads tomorrow at 6a. any feedback would be super helpful.
Thanks!
Your page isn't terrible as far as the copy. But the design really needs work. I'd highly recommend finding/purchasing a landing page template, and re-using your copy in that template as your first pass at landing page optimization. Here's a Wix template I found (I think you're using Wix, right?): https://www.wix.com/website-template/view/html/1831
To me, the current design shouts "unprofessional". It looks like you just threw it together without any thought, which is probably why people aren't willing to share their email. It just doesn't look like you provide value, even if you are providing a really valuable service/tool.
After you update the design, I'd triple or quadruple the number of words on the page. You're not doing enough selling, you kind of just have bullet points that don't have enough detail. If I was looking into the service, I'd want to know more about each and every way you'd help me optimize my fleet. eg. You could turn "We identify pockets of excess vehicle capacity through time-series analysis and route optimization." into a header for a paragraph of 3-4 sentences explaining this in further detail. "With our specialized fleet software, we track each and every ___, then suggest a list of ___ improvements for each __. This allows fleet managers to gain insight into ___ and use our suggested improvements to boost ___ ."
This feedback is great. It's harsh (but true, even to me) and incredibly constructive.
I've lost months on previous projects trying to make things perfect. I knew this was ugly when I put it up using minimal time possible. I've had more success just putting things in the wild and getting feedback. This is exactly the feedback I need. Design is garbage (yup, you guessed it-- wix out the box, basically).
Priority 1:
Fix design. I think I can measure success in this with a reduction in bounce rate. Theory: If a person says 'ew' right away, they won't bother to even read the copy.
Priority 2:
Improve copy and increase length of copy -- after i've solved for the above, I will want to see session time grow (reading the copy) and finally converting (providing email).
Given this feedback, I'm going to pause the ad campaigns until i improve these both.
Would you agree with that?
I totally get just throwing stuff out there. At least you've learned something - your prospects are looking for your solution, you just need to do a better job selling it.
I think pausing the ads makes sense until you can finish the redesign. It shouldn't take very long if you are using a template and reusing your copy.
Haha, I see @iammike agreed with me about the design but not about the copy. I guess that's what testing is for. :)
Ha, I actually agree with you 100% that landing page copy should ideally match, or largely match the ad copy :)
I was just giving one possible generic alternative that could possibly work.
But, matching is ALWAYS better. 100%.
For a consult call, you could possibly get away with a simple landing page, without much copy (as I suggested). Maybe a link to Learn More or Why Us page could be an alternative to putting all the copy on one page. Then on that other page you also have the opt-in (they are even more qualified by the time they get to the second page).
But, it's also possible that a single page with more Sales copy (as you suggested) could work too.
A/B testing is definitely a must though.
I feel like bounce rate by ad is the answer but my google ads and google analytics accounts don't seem to translate that.
Can you Please share your website link so that we can know if the website has some issue that is causing no conversions (1. this gives context 2. this is what google calls "landing page quality score")
How many keywords are you using per campaign?
I've observed that good campaigns have maximum 5 keywords and they give you lot of traffic and conversion.
choose any 5 keywords and keep switching them every 48 hours until you hit the right keyword for your business
Hope that helps,
Hit me on twitter if you want to talk further :D
Cheers!
www.fleetoptimize.com -- this is the NEW UI and hasn't been tested. starting running the ads tomorrow at 6a. any feedback would be super helpful.
Thanks!
I think it needs a lot of work. Here is my harsh, but honest feedback:
I would expect a very low conversion rate if any on this landing page regardless of how much traffic you send it. I don't mean to be so harsh on your landing page, but I figure honest feedback is best. I would recommend using a high converting template, getting help from a developer/designer, or getting more advice from a conversion specialist on Fiverr
Keep the feedback coming. This is how we (I) learn.
Can you share some beautify designed websites you love? I'm 100% not a designer and would definitely pay more than Fiverr for a redesign. Most sales have come through my network. Web is a new sales channel for me.
This comment was deleted 5 years ago.