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Not getting clicks with fair impressions with good ad position?

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

Hello Everyone,

 

Last time I posted my question here and the answers really helped me a lot. from last 3-4 days, I am getting fair amount of Impressions with good ad position but not getting clicks. Please check the details below

On 26-11-14, Clicks 4, Impression 807
On 27-11-14, Clicks 1, Impression 337
On 28-11-14, Clicks 0, Impression 378
On 1-12-14, Clicks 1, Impression 337

 

My campaign is running for UK, I am not getting any idea why this is happening, that I am getting impression but not expected clicks.

 

Before 26-11-14, all my keywords are broad matched and after that I made them Exact. Is this would be one of the reason of not getting clicks, or making all keywords exact matching is the reason or due to month of Christmas.

 

Please help me by you valuable answers.

 

Thanking you

Saday

 

1 Expert replyverified_user
Marked as Best Answer.
Solution
Accepted by topic author Saday K
September 2015

Re: Not getting clicks with fair impressions with good ad position?

Collaborator ✭ ☆ ☆
# 2
Collaborator ✭ ☆ ☆
Hi,

Clicks occur when your ads meet the users' needs and expectations, so when an ad appears and gets no clicks, it means that your ad doesn't meet their needs. Below are the main 2 c common reasons as to why your ads don't receive clicks:

1- Your keywords are not closely related to your ads.
2- Poorly written text ads.

Regarding Keywords, make sure that your keywords are directly related to your ads and the landing pages, If a keyword is not directly related to your business, website, and ad text, it'll trigger irrelevant impressions and no clicks. Choosing highly relevant keywords will boost your Quality Scores and hence reduce your bids and improve your ad position.
Also, use negative keywords to eliminate unwanted clicks, you can also use the Search Terms report to see everything that people search for on Google that causes your ads to show. Find terms you would like to add to your keyword list, or that you want to exclude from your traffic, by adding these as negative keywords.

Regarding Ads, It's not easy to say everything you want to say about your business in just a few words. Focus on the following:

1-Highlight what makes your products and services stand out; include prices and promotions.
2- Use clear call to actions like "purchase," "sign up now," or "call today."
3- Include at least one of your high-performing keywords in your headline or ad text.
4- Create multiple ads within the same ad group. Depending on your ad settings, Google may rotate each of your ads and start showing ads which perform better over time.
5- Make sure to match your ad text to the text that people will see once they reach your website.
Marked as Best Answer.
Solution
Accepted by topic author Saday K
September 2015

Re: Not getting clicks with fair impressions with good ad position?

Rising Star
# 3
Rising Star
Hi Saday,

While exact match keywords give quality traffic, you'll have to ensure the ad is relevant to the keyword and compelling too for users to click. If you've been getting good number of clicks before changing the match type, it is possible that most of those clicks are from users who aren't actually looking for the product/service. I'd suggest making your ad text more interesting, with inter-capitalization, call to action & offers or discounts if any.

Feel free to write back with questions.

Cheers,
Sumanth
Sumanth Sridhar

Re: Not getting clicks with fair impressions with good ad position?

Participant ✭ ✭ ☆
# 4
Participant ✭ ✭ ☆
Hi Saday,

Both Ahmed and Sumanth are correct in their suggestions regarding ad copy. I'm interested to know, have you looked at the SQR from when you were running broad terms? Were the clicks that you were getting from people that were searching things pertaining to your business and your keywords?

I ask because it makes sense that you would lose some impression volume (and possibly even some click volume) in moving from broad to exact but your losses should primarily include people who weren't relevant to your site in the first place. 75% is a big drop but in this case, with it being 3 clicks, it's possible that those were irrelevant clicks that you didn't need to pay for.

Still, your CTR is pretty low, which tells me that you are probably still showing for terms that aren't really relevant or that your ads aren't very compelling, as the others have said.

Are you able to tell us a few examples of your keywords and show us an example ad? Can you tell us more about your targeting in terms of location and language? Also, is this campaign search network only or does it include display select?

Thanks!

Re: Not getting clicks with fair impressions with good ad position?

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Thanks a lot Ahmed for your help

Re: Not getting clicks with fair impressions with good ad position?

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Thanks Sumanth for your help I will definitely follow what ever you and Ahmed posted.

Re: Not getting clicks with fair impressions with good ad position?

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
Hi Amy,

Thanks for your reply. I am targeting UK, English Language and campaign search network. I am using following keywords
[call centre]
[call centre]
[call centre customer service]
[call centre in uk]
[call centre service]
[call centre services]
[call centre uk]
[call centres]
[call centres in uk] and the ad for these keywords is
Call Centre Services UK
24/7/365 Trusted Call Centre
Specialist Call Centre Management
www.Website.com
2nd Set
[inbound contact centre]
[inbound contact centre services]
[inbound contact centres]
Inbound Call Centres
Trusted Inbound Call Centre Service
24/7/365 Inbound Call Management
www.Website.com

Re: Not getting clicks with fair impressions with good ad position?

Participant ✭ ✭ ☆
# 8
Participant ✭ ✭ ☆
Thanks, Saday. Even though your keywords are exact match, they are still head terms, which makes them a little broader by nature. I would try expanding out into long-term keywords such as "choose a call centre", "hire a call centre", "top call centres in UK", etc. You may want to add in some phrase match keywords as well, which will help you mine for more variations of terms.

Also, I would try using stronger CTAs in your ads. They are very relevant to your keywords, so that is good but what separates you from your competitors? Is it price? Do you have good close rates or satisfaction scores? Benefits like those can help you differentiate yourself from the other ads that appear. I would also try using punctuation - at least an exclamation mark somewhere in the ad.