Bogus clicks! I've got clicks, but no sales!
If your ad is getting clicks but you're not getting sales or phone calls? That doesn't mean the clicks aren't legitimate.
Starting from the assumption that the clicks are good, what it means is that when the searchers got to your website, they didn't see what they were searching for.
So, if your campaign is getting a lot of clicks, first check your keywords. Are these all words very closely related to your product or service? Make sure your match types aren't too broad and that all of the keywords are highly relevant to your product/service. Read your search terms report (accessible from the Keywords tab) very closely--are the search queries being matched to your keywords the kinds of searches you expected to see?
If yes, that's good. If no, revisit your keyword list again--maybe tighten up match types or pause too-general words.
Check your ad text--is it clear what you're selling or are people having to click on the ads to reach the website before they know whether or not your ad really matches their search?
As you're verifying that the traffic you're sending to your website is quality traffic, you also have to decide whether or not these potential customers find your website a quality one.
Compare your keywords and your ad messaging to your website and make sure they really match up--that anything offered in an ad is offered on the landing page--the page the destination URL for the page the visitor sees after they clicks.
View your website objectively--do your pages load quickly, is contact information easy to find, are you directing campaign traffic directly to the most appropriate web page on the site, is the site easy to read and navigate, is your online buying process simple and secure, etc.
Nothing exists in a vacuum, especially and AdWords campaign. Your campaign success dependsvery heavily on the searcher's experience when they get to your website. Your campign exists to draw qualified traffic to your product or service offers, but it's your website that closes the sale.
I am co-owner of All About Clicks, an agency focusing on SEM & SEO for SMBs. To explain that jumble of acronyms, we work with our clients to enable their businesses to compete successfully in today's connected marketplace. Contact us (at http://www.allaboutclicks.com/contact-us) for information or to discuss having your account reviewed.
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