3 reasons your AdWords campaigns aren’t generating ROI (and what to do about it)
September 18, 2015 at 10:49 AM
Every year more of your competitors join the AdWords auction. This pushes up the price you pay when someone clicks on your ads, increasing the cost of acquiring a customer. It's time to do something about it. Below are the three things that kill AdWords ROI and how to address these in your campaigns.
Reason 1: You're paying too much per click due to poor quality score
Quality score is a score out of 10 Google gives each of your keywords. The score is given based on your ads click-through rate when that search term is typed in. A strong quality score means you can show up higher on the search results while paying less than your competitors for the click.
To learn how to achieve a high keyword quality score, watch this short video from Google:
Reason 2: You're targeting the wrong kind of click
Your ads should only show to people searching for exactly what you do in your target geographic location. Otherwise you can be paying for clicks for people who would never buy from you. Here's what you need to do for effective targeting:
Add negative keywords
Negative keywords will cancel your ads from showing if that word is contained in a search query. Common negative keywords to add to your account include "jobs" (people looking for work), "free" (people who don't want to pay for your product) etc.
Set the right location targeting
This is especially important for local businesses. If you want to get more specific than just your region, you can set a "radius target." This drops a pin on your location and does a km radius of your choosing. Your ads will then show only to people searching within this radius.
Learn how: https://www.youtube.com/watch?v=ixthPMyXxCw
Reason 3: Your website isn't converting
Your return on investment is all about what happens after people click. Do they take action or hit the back button? The page people land on after clicking your ad needs to be written, designed and structured to convert clicks into calls, online enquiries or sales. This is a topic unto itself, however the link below will give you a high level overview of landing page theory:
There's a lot that goes into achieving maximum return on your AdWords investment. If you're having trouble implementing the above strategies, feel free to contact our Google-certified consultants for a no-obligation chat about your AdWords strategy.