Should I Stop Using Google AdWords?

April 25, 2018
By: Mike
Comments: 0

Many businesses contemplate stopping their Adwords campaigns because they are seeing little or no results. They’ve been running ads for weeks or even months with the hope that somehow things will turnaround, but to no avail.

 

And they hold out a little longer with the promise that with a little more optimisation, ROI will improve.

 

The reality is that many advertisers are experiencing this right now. And if you’re one of them, then it’s likely you’re thinking of stopping your campaign because it hasn’t worked.

 

FREE Download: 10 Tips to increase Leads through AdWords

 

Here are some reasons why it may not have worked for you and some solutions to fix things:

 

Your budget is too low
If you’ve set a low budget for your PPC campaigns, then you’ll have stalled the performance of your ads. A low budget has many disadvantages including:

 

⁃ preventing profitable keywords from triggering your ads. Some of the most profitable keywords are also the most competitive, and with a low budget you will not appear for them.
⁃ Not appearing when people are most likely to purchase or complete a conversion.
⁃ Ranking lower in the Ad auction which means you lose out on many quality clicks and conversions

 

So, a low budget is one of the main reasons why campaigns fail. And if you’re not prepared to increase it, then it’s probably best to stop your ads from running until you have a sufficient budget.

 

Campaigns are not optimised
If your campaigns are not fully optimised, they’ll underperform. And that’s likely to make you think they cannot work.

 

AdWords is a competitive platform and many advertisers are looking to outbid you and gain more sales. So, the advertiser that puts time into managing their campaigns will benefit from better conversions and profitability.

 

This means taking the time to dig deeper into metrics like Click Through Rate (CTR), bounce rate, conversions etc. Looking at your reports you can see which assets are working and which aren’t and then you can optimise accordingly.

 

Your Ad Rank is too low
Ranking lower consistently is one reason your ads will underperform. Use bid options like “Target Outranking Share” and “Top of the first results page” to outbid your competitors.

 

If you’re ranking low, your competitors will get all the best Search traffic and your site will get only searches for people looking for information. The best keywords are competitive and expensive in most cases, so you should bid higher and improve your Quality Scores to be able to appear for them.

 

You haven’t optimised your Ads for success
It’s not enough that your ads are getting impressions and clicks. You should consider your macro metrics like conversions and conversion rates. And to optimise for these successfully, look at your AdWords and Analytics reports to see which searches, and not just keywords are doing well for you.

 

Then use bid modifiers to increase their positions and add some as keywords and bid higher for them. For lower performing searches, keywords, ads and locations, again use bid modifiers to reduce exposure.

 

Test different ads to see what people respond to. The ideal is to have 3-5 Ads per Ad group for testing purposes, and then look at the CTR to see which ads people are clicking on.

 

You can do this testing manually, but the ideal would be to allow the AdWords machine learning system choose the best ads to run based on performance.

 

Your average CPC is too high
If your average Cost Per Click is too high, you’ll spend more than is necessary to get quality traffic. You’ll usually have a high CPC if your ads are high in the listings. And in some cases being a little lower won’t affect the click volume and will reduce your cost per conversion.

The following two tabs change content below.

Mike

Google AdWords Expert
I'm a Certified Google Adwords Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Adwords. Mike Ncube

Related Blog Posts

  • 12 Stats About Google Ads To Make You Look Smart Around The Water Cooler

      The following stats are provided by Google and highlight some key trends taking place in the search industry. These stats are sure to make you look smart with your colleagues Here goes:   15% of daily searches are completely new or haven’t been seen in over 6 months (Google) That’s one of the most […]
    April 25, 2018
    By: Mike
    Comments: 0
  • 8 Reasons Why You Shouldn’t Ignore PPC Advertising

      Many people shy away from PPC advertising because they see it is as too expensive. The reality is PPC is the most effective advertising channel today and for that reason is the most affordable.   In fact, PPC is now the number one channel for top brands around the world and no business should […]
    April 25, 2018
    By: Mike
    Comments: 0
  • 15 Undeniable Reasons To Love PPC Paid Advertising

    There are many things in marketing I’m passion about, but PPC Paid advertising is one that I truly love. It’s something I think about and do all day for both myself and my clients accounts.   My love for Paid advertising is one of the reasons I setup this website. My hope is that you’ll […]
    April 25, 2018
    By: Mike
    Comments: 0
  • 17 Common PPC Management Mistakes

      There are PPC management mistakes that are common amongst advertisers. Especially those new to the world of pay per click advertising.   As a PPC Expert that has managed thousands of campaigns over the past 12 years, I see the same mistakes time and again. And surprisingly many of these mistakes are made by […]
    April 25, 2018
    By: Mike
    Comments: 0
  • 16 Questions To Ask About PPC Advertising Before Signing Up

      Have questions about PPC advertising? I’ve put together 16 of some of the most pressing questions that people ask before setting up PPC advertising campaigns.   Whether it’s for Google AdWords, Bing Ads, Facebook Ads or any other similar platform, you should be clear about the platform and how it works and how it […]
    April 25, 2018
    By: Mike
    Comments: 0
CONTACT INFORMATION
ADDRESS

Mike Ncube, 10 Shepperds Green,
Shenley Church End, Bletchley
Milton Keynes, MK56DA

PHONE

07538672559

EMAIL

info@mikencube.co.uk

 

GET IN TOUCH
Mike Ncube