Why Isn't my Google Ads Campaign Working?

by Mauricio Romero Mauricio Romero | Dec 20, 2019 11:15:00 AM

 

google ads not working

It may have happened to you that, thanks to your Google Ads campaign, you receive many views, many clicks, a high number of CTRs, but ... Where are the customers? Why aren't there any? A company does not survive on clicks! Discover what may be happening and how to fix it.

Most of the customers who talk to us have this same problem, their statistics campaigns look great but the cash register is just not registering a sale. It's because they need to carry out a whole Inbound Marketing strategy.

There are 4 stages in the Inbound methodology:

inbound marketing

1.- Attract

attract customers online

What happens is that most campaigns stay at this stage. If your campaign got a lot of reach and many people have clicked and entered your site: Congratulations they are doing very well!

Adsense or Adwords software is increasingly better at helping companies attract many prospects. However, the second stage, convert, is not done by Google software. This has to be designed by a marketing and sales team.

Your prospect or potential customer already entered your site thanks to Google’s recommendation. But if you don't have a strategy in which visitors can exchange their contact info for a content offer from your company, all the effort and money invested in Google Ads will be a waste.

It's like having a blind date. You invite this person to a restaurant, spend money on dinner, spend on time yet, the date is going well, and you both have interesting things in common. But then, your guest stands up, leaves, and doesn't share his/her phone number with you. This is what's happening to your campaigns.

2.- Convert

make the most out of google ads

This stage begins when, within that amorphous mass of sessions and visitors that your webpage gets, a percentage of these people indeed exchange their contact information for a content offer from your company. This is what we call a conversion, that is, when visitors:

  • Fill out a form on your website
  • Download an offer
  • Call your company from their cell phone
  • In case you have an amazing offer, they buy something online.

Why aren't they sharing their contact info with you?

The first thing that may be happening, is that many campaigns redirect visitors to pages that have nothing to do with their search. For example, they're looking for an Iphone X, they click on the ad and they are redirected to the telephone company's home page. What the person is looking for, is information on the phone, not about the company.

The second thing that may be happening, is that visitors are led to a page where where they aren't really being offered anything, where there's no form. These pages they are redirected to are called landing pages. In these pages, you must exchange interesting content for them, for their contact information.

What is a content offer? Using the same Iphone Example, let's say visitors indeed reach a page that offers information about all the features, benefits and data of the Iphone X. In addition, you can also offer a "Guide of the 10 best mobile phones of the year and their comparison vs the Iphone X". Will this guide be useful for the prospect to make a decision? We know the answer! This is a great content offer that will make this person leave his/her contact information in exchange for such a useful guide.

This offer is not an offer as we usually understand it, as a discount. This is a content offer that helps the prospect move forward on his/her buying decision. We are helping and educating our prospect on the product so he/she can make a decision.

These offers are designed according to another concept of the Inbound methodology which is the Buyers Journey. We have an article on this, I recommend you read it.

A percentage of people will be interested on your offer and will share their contact info with you. Now ... What do you do with this contact information? This is when you start running an intermediate step called nutrition.

Nurturing of contacts, prospects or leads

It's at this stage that you send more information to the prospect, information that will help him/her advance on his/her buying decision. For this stage, we mostly use email automation based on the content with which the person has been interacting with. This is the part where artificial intelligence and automation play an important role.

Sounds complicated, but the principle is the same. Based on a person-to-person sale, how many questions does a client ask and in what order? Answering this questions will become your content nutrition campaign. It helps you answer all the questions that you know they'll ask and thus, help them move forward on their buying decision.

3.- Close

sell online

At this stage, a sales representative will talk to the prospect and explore in depth if the solution that we offer can actually solve the client's problem. The client is evaluated and the solution is presented. This will end up in a sale.

 

 

 

4.- Delight

google ads campaign

This is the last stage. The prospect is already a customer and we want the service and solution that we provide to him, to be the best experience possible.

 

 

 

Carry out a whole Inbound Campaign

So now you now it: Google Ads are a great start to attract customers yet you need to give them a proper follow-up by carrying out a whole Inbound or Attraction marketing campaign.

Learn more about Inbound Marketing by downloading a free ebook:

Free Inbound Marketing Ebook

 

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