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Good ads, some clicks, but zero conversion. What do I do now?

[ Edited ]
Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I'm paying for clicks but not getting any conversions. How do I get my money's worth from Adwords?

 

As requested, here is the details:

 

A farmer is raising sheep.  Today, the farmer has fewer sheep because last night a predator (bear, wolf, coyote, cougar, etc.) ate some of the farmer's sheep.  After this happens a few time, the farmer starts to search for a better solution to protect his sheep.  He hears about LGD's (Livestock Guardian Dogs).  He types "LGD" or "coyote sheep" or something similar into Google. One of my ads, based on some carefully chosen keywords, pops up,.  The farmer sees the ads, and clicks on the ad.  Hopefully one of my ads leads him to my website's new, improved landing page  http://blacksbay.com/wp/livestock-guardian-dogs-lgd/

 

Once on my landing page, the farmer decides to send me a $100 deposit on purchasing an LGD puppy from me (or an adult, experienced LGD).  I have achieved on ad conversion.

 

My old landing page was http://blacksbay.com/farm/LGD.html

 

My best ad for impressions is:

Livestock Guardian Dogs Cdn. Breeder for Farmers & Families
 
82% served, 395 impressions, 0.25% CTR, Avg. Position: 1, Conversion Rate: 0%

 

 

2 Expert replyverified_user

Good ads, some clicks, but zero conversion. What do I do now?

Top Contributor
# 2
Top Contributor

Hi @Glenn B,

 

You did not disclose much about what you are promoting. Anyway, if you are getting clicks but no one converts, it's typically an issue with relevance. Either your are driving the wrong folks to your website (e.g. by keywords that are too broad in meaning), or your website does not meet user expectations because it's not relevant to your ad copies and/or keywords. 

 

Either way, you are advised to focus on enhancing relevance. (In most cases it is the website that needs fixing.)

 

Best,

Lakatos

Good ads, some clicks, but zero conversion. What do I do now?

Participant ✭ ✭ ✭
# 3
Participant ✭ ✭ ✭

As Lakatos indicated, you haven't provided enough information for us to give you much advice.  The brick and mortar equivalent is: you have opened a store in the mall (website), the customers are now coming in your store (PPC clicks=store rent) but no one is buying. Why?

 

What kind of service or product are you trying to sell?  Does your landing page follow "best practices" guidelines for quickly communicating a value proposition? Do you have competition, and if so how are they doing? I could ask 100 similar questions, but this is such a broad question you pose, more detail would be required in order to provide meaningful feedback. 

Good ads, some clicks, but zero conversion. What do I do now?

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭

A farmer is raising sheep.  Today he has fewer sheep because last night a predator (bear, wolf, coyote, cougar, etc.) ate some of the farmer's sheep.  After this happens a few time, the farmer starts to search for a better solution to protect his sheep.  He hears about LGD's (Livestock Guardian Dogs).  He types "LGD" or "coyote sheep" or something similar into Google.  Hopefully one of my ads leads him to http://blacksbay.com/wp/livestock-guardian-dogs-lgd/

Good ads, some clicks, but zero conversion. What do I do now?

[ Edited ]
Participant ✭ ✭ ✭
# 5
Participant ✭ ✭ ✭

In my opinion, your landing page is not setup in a way that is conducive to getting conversions. First, when I land there i see a list of links but I don't immediately understand what you offer.  I have to scroll down and study to figure it out.  Second, I am being asked for a $100 non-refundable deposit before you've offered any social proof or engaged me enough to really intrigue me. 

 

I have designed a number of campaigns for dog breeders and run campaigns for them.  These are the types of sales where people have first get engaged with your website, then you have to build some trust before they will entertain making a transaction.  I would focus on obtaining LEADS of people you can correspond with or speak to, to move them deeper into the sales conversion pipeline, before attempting to effect a transaction. 

 

You can link AdWords and Google Analytics in order to view engagement information: bounce rate, time on page, # of pages viewed.  I would be familiaring with how you are doing with engagement, and testing improvements. 

 

A landing page must IMMEDIATELY tell the visitor EXACTLY what you are offering.  Then you work to build credibility with value propositions (rationale for doing business with you; sometimes as a bullet list), social proof (testimonial, quotes, credentials, certifications, etc).  People don't spend much time if you don't give them what they are looking for rather quickly; and they don't usually want to dig around for it or put a puzzle together.  There are a lot of known "best practices" which work; it is not necessary to re-invent the wheel or present information in an unusual format. 

 

There are a few "landing page hosting" services which post white papers and tutorials where you can read up on "best practices" for landing page design.  We do not directly mention 3rd party providers here because it would lead to abuse of this forum.  But they are easy to find by Googling for "best landing page host", "landing page cro", "landing page conversion rate optimization", or "landing page best practices".  The more successful firms have libraries of white papers and tutorials. Google has some articles too. 

 

hth, and best of luck with your online business!

 

 

Good ads, some clicks, but zero conversion. What do I do now?

[ Edited ]
Follower ✭ ☆ ☆
# 6
Follower ✭ ☆ ☆

Glenn,

 

I'm fairly new to Google Adwords so I'm still searching for these answers myself. But you ask what to me is always the "elephant in the room" question: How do you get the ads to convert? Ultimately, getting clicks in and of themselves isn't that difficult and even higher bidding prices could be tolerated if the ads would simply convert. But often I have finished a Google Adwords advertising day feeling like a gambler coming home from Vegas with empty pockets and nothing left but the shirt on his back. The most common complaint I hear about Google Adwords is: "People just click and don't buy." I hear this over and over and over. I know even the inquiries I get seem to often not be particularly "serious" where I receive a two-word message like: "How much?" or "Please translate" or the like instead of a "legitimate inquiry" where the prospective client addresses me by name, gives a lot of details about the project and then signs his or her name at the end. Certainly, any tips anyone had in this regard would be most appreciated. I know people talk about having tightly-written ads that are highly relevant and fit well with the keywords and the web site. What is also a good conversion rate in your opinion?

Good ads, some clicks, but zero conversion. What do I do now?

[ Edited ]
Participant ✭ ✭ ✭
# 7
Participant ✭ ✭ ✭

Google AdWords is a PPC platform, which allows you to buy clicks representing qualified traffic; that brings site visitors to your website or landing page.  But as you've noted, that is only part of the marketing equation, which involves intriguing a potential buyer first, then converting them into a sales lead, prospective sale, or revenue event.

 

In order to setup a workable campaign, we must get the campaign itself right, but also the landing page. Then we have done the marketing job properly. AdWords involves applying more than strictly technical skills; a good part of it involves applying the art and science of marketing. It's just that we are implementing it in the online, digital realm.

 

A landing page should immediately, succinctly tell the visitor exactly what you are offering. Then you work to build credibility with a value propositions, social proof, etc. People don't spend much time if you don't give them what they are looking for rather quickly; and they don't usually want to dig around for it or put a puzzle together. There are a lot of known "best practices" which are proven to work; it is not necessary to re-invent the wheel or present information in an unusual format. 

 

If your landing page is not setup in a way that is conducive to getting conversions, there is no point in buying PPC traffic. If I land on your page and just see a list of links but I don't immediately understand what you offer, I am gone.  If you make me work and I have to scroll down and study to figure it out, I am probably gone.  If you go for the revenue to quickly, before intriguing me and develop my trust, I am gone.

 

In many markets, the landing page is not enough to lead all the way to a sale.  You are better in those markets to focus on generating leads - signups, emails, calls inquiring for more information. In those cases you focus on obtaining LEADS of people you can correspond with or speak to, to move them deeper into the sales conversion pipeline, before attempting to effect a transaction. Some markets just work that way.

  

There are a few "landing page hosting" services which post white papers and tutorials where you can read up on "best practices" for landing page design.  We do not directly mention 3rd party providers here because it would lead to abuse of this forum.  But they are easy to find by Googling for "best landing page host", "landing page cro", "landing page conversion rate optimization", or "landing page best practices".  The more successful firms have libraries of white papers and tutorials. Google has some articles too. 

 

Conversion rates in successful campaigns usually fall into the 1% to 5% range; however there are many exceptions, and it depends upon the vertical market, seasonality, competition, and many other factors.

 

hth, and best of luck with your online business!

Re: Good ads, some clicks, but zero conversion. What do I do now?

[ Edited ]
Top Contributor
# 8
Top Contributor

the best likely course, for this specific case,
to help increase conversions, would be to

redesign and rewrite the landing-page.

 

possibly, designed more like an e-commerce landing-page -- with at least
one, specific, clear, offer (title, description, and price) and a stand-out

add-to-cart or similar button,  that are above-the-fold, with any supportive

information below-the-fold.

 

for click-through-rates and conversions, low performance is typically
tied to some mismatch between what the customer expects, after

seeing the ad, and the website experience.

 

the following likely bears repeating for this specific case:

 

the landing-page must give a potential customer exactly what they
are looking for -- as simply, transparently, and rapidly as possible,
with a clear call-to-action.

 

the ad is like the billboard a person sees on the side-of-the-road;
the landing-page is like the store or office a person walks into,
for the first time.

 

if the landing-page is slightly irrelevant with respect to the ad,
or poorly designed, then potential customers will simply, clearly,
and quickly, leave -- without a second thought; except possibly,
to tell others about their unpleasant experience.

 

the ad and landing-page must match a customer's expectations
and display a clear, easy, path to an action -- that is valuable to
the business; each business defines valuable differently.

 

if, by clicking the advertisement, the person is sent to a landing-page,
the ad and landing-page are tightly coupled to what the person predicts
will happen based on the ad-click, is simply and clearly presented, is
well designed for most all popular devices and browsers, and has a

clear,  easy, path to a defined action, near the top of the page, then

that is likely a better design than what currently exists.

 

google offers example layouts for e-commerce website landing-pages:
https://lh3.googleusercontent.com/TQZHdCzC-3L-_RRqFFhaLGGwPz_nkZe9293zGUoItnltxwAHeM3xGzr8yi_ot15lsA...
https://lh3.googleusercontent.com/OFSSBxEWf1TZOj2V2to1eg8onataJcCSP8FFE14dZdbS1qF6be15PuVfJAet3Cq0tV...
https://storage.googleapis.com/support-kms-prod/3477DDB829F07D3BB69F576C2B06BE972453

 

these might be used as models for, at least, the
above-the-fold portion of the ad's landing-page.

 

always take measurements before, frequently during, and after any change.

 

Good ads, some clicks, but zero conversion. What do I do now?

Follower ✭ ☆ ☆
# 9
Follower ✭ ☆ ☆

Thanks. Do you think it's better than the ads are targeted more towards mobile or desktop? I guess Google kind of forces you to choose one platform over the other. (I remember it started to get kind of complicated in the settings so I'm been focussing on desktops.)

Good ads, some clicks, but zero conversion. What do I do now?

Follower ✭ ☆ ☆
# 10
Follower ✭ ☆ ☆

Thanks. While I certainly know why you wouldn't want to mention specific service providers, in your opinion, do you think it's worth it to hire a professional to manage one's campaign and/oror redesign the web site-that is to say, a "real Google Adwords specialist"? I sometimes have thought it would be worth paying any price to find someone who really knew his/her stuff and could get my quality scores much higher and really help the conversion rate? I'm not really an IT guy anyways and sometimes feel like I really don't understand what the "Google Adwords audience wants"-even after reading mounds of pages.