Why your Adwords campaigns Failed? Follow these guidelines and optimize your ads ASAP.

Since there are many factors in the conversion funnel that could make things go wrong, and it is not easy to convert visitors to signup user and become a (paid) leads. There are three aspects you should investigate: Ad design / Landing page / User’s on-boarding activities. Check if you have followed these guidelines:

Ad design itself

  1. Structure the ad groups in each campaign. Elevate the relevancy between the search keywords and the ad copies. (i.e.: Put similar keywords in the same group, and you have 2+ groups in each campaign with different ad copies & landing pages)
  2. Set most of the keywords with “phrase” or [exact] match type, and 1–2 ‘broad match’ keywords only if necessary. 
    * ‘broad match’ keywords would increase your daily budget quickly and decrease your paid conversion rate. Since they easily get clicks and impressions but most of the traffic will not convert to qualified paid leads.
  3. Check what are the “real search terms” from those clicks. Filter impotent search queries every 1–2 days and manage it carefully.
    * If you are using broad match keywords, the best practice is that you can manually exclude those impotent/blurred search terms for each campaign.
  4. Don’t spend most of the budget on a few keywords, try more so that many of them get enough clicks to measure their performance. After all, it is possible that most of the real search terms are too blurred and hard to convert to paid conversions.
  5. Control the quality score of your keywords. If you get a low-quality score (<5), it does not only mean that you may have a higher CPC but also indicate that you are losing ad exposures compared with other competitors. You should optimize “CTR”, “keywords”, “ad copies” & “content in landing page” altogether.
  6. Iterate your ad copies every week to increase your CTR & conversion rate.
  7. Make sure to insert tracking codes (UTMs) in each ad. (You don’t want to lose sight of your profitable ads.)
  8. Implement Google Analytic on client’s websites and set up your conversion goals (e.g., Signup, Paid, Value).

Landing pages

  1. Do not use a single landing page for all ads. Ensure your headlines on the landing pages can match with different ad copies. (The key is to increase the relevance of your ads and landing pages)
  2. Track signup rate on GA. If it is lower than 1%, that means you are wasting money on a “not-good-enough” landing page. →This could be the main reason why your ads are not profitable, because you are loosing most of the traffic to the website.
  3. Design different landing page / CTAs to test which one get the highest signup rate.
  4. Check the bounce% of the landing page. If it is too high ( e.g., > 90%), it means:
    - You did not bring the right audience to your website.
    - The content on the your page is not attractive enough to retain visitors.
    - The loading time of the page was too long, users did not want to wait.
  5. Be succinct. Drop the irrelevant content. Every component of the landing page should align with the topic and goal of the page.
  6. Ensure there is ONE goal on your landing page: (e.g., SIGNUP). 
    Put the Email “fill-in” form on the first page instead of the others, with a CTA button: “Signup Here / Start Your Free Trial.”
    *For business clients, ask their company emails or names.

User on-boarding activities that drive REVENUE.

  1. Create auto email campaigns for new signups and send them the right content, promotion code and so on. The goal is to keep them in the loop, cultivate incentives and encourage them to become paid leads.
  2. Bring salespeople in to close the deal. There may be some good leads coming to your website, but they are still considering whether they should pay or not. At this point, salespeople need to engage and persuade them to convert.
  3. Focus your onboarding page on converting users. Reduce the payment steps and remove unnecessary menus, links … etc, to make sure they are not distracted.
  4. Track those unpaid signups and use remarketing ads to bring them back.
  5. Analyse previous paid users or qualified signups: Where are they from? What keywords did they search? Use this data to spend your next marketing budget smartly.
About me:
Hey I’m Rosemarie, specialized in digital marketing & paid acquisition in tech startups.You can also find my previous work here