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The 5 Key Reasons Your Google Ads Results are Going Downhill

Are you tired of seeing your Google Ads returns decline, with your cost per lead increasing and your quality of leads decreasing? You're not alone. 

Many businesses have been struggling with their Google Ads results over the past 12-24 months. This is a direct result of Google introducing an array of changes and refinements that have been making acquiring high-quality leads more difficult and costly. We now know these changes aren’t going anywhere, so we need to adapt.

In this article, we'll explore the 5 key reasons why your Google Ads results are going downhill, and what you can do to get back on track with the help of a leading Google Ads agency in Brisbane.

Before diving in, we want to disclaim that this information is based on our experience in the digital marketing realm and with lead generation campaigns, it is not reflective of other types of businesses.

Reason #1: Performance Max (Pmax) is Not the Magic Solution

While Performance Max (Pmax) may seem like a revolutionary solution for your Google Ads campaigns, it's essential to understand that it's not a magic pill. In reality, Pmax can lead to mediocre results for B2B and lead generation businesses. Here's why:

  • Display and partner ads convert poorly, increasing your costs without generating quality leads.
  • Auto-bidding can lead to increased costs and poor ROI, making it difficult to achieve your business goals.
  • Inaccurate conversion tracking can lead to poor optimisation and sub-standard results, making it challenging to refine your campaigns.
  • Boring ads that prioritise clicks over quality leads can lead to a lack of engagement and conversions.

So, what can you do instead? Here are some tips to create a better Google Ads campaign without relying on Pmax:

  • Focus on creating high-quality, targeted ads that speak directly to your target audience.
  • Use keyword research to identify relevant keywords and phrases that your target audience is using.
  • Use negative keywords to avoid showing your ads to irrelevant audiences.

Reason #2: Changes to Match Types Have Lowered Visitor Quality

Google's changes to match types have broadened the reach of your ads but at the cost of lower-quality visitors. Google made each type of keyword more broad, making it harder to target and bringing more irrelevant visitors to your website. 

For example, exact match keywords became more like phrase match keywords, causing phrase match keywords to become more like broad match keywords and thus broad match keywords became ultra-broad, making them irrelevant to your business. This in turn has led to a decline in lead quality and an increase in costs.

In order to combat Google’s changes you can:

  • Use negative keywords to target specific audiences and avoid showing your ads to irrelevant visitors.
  • Use ad targeting options such as location, language, and device targeting to reach specific audiences.
  • Use ad scheduling to target specific times of day or days of the week when your target audience is most active.

Reason #3: Bid Automation is Your Enemy

Bid automation may seem like a convenient solution, but it can lead to increased costs and poor ROI. In fact, many businesses that rely on auto-bidding tend to have lower conversion rates and higher costs compared to those that manually set their bids. This is due to Google’s never-ending auction that drives up costs without focusing on quality.

So, rather than relying on auto-bidding, you can lower costs and boost ROI by:

  • Manually setting bids for your ads based on your target audience and conversion goals.
  • Using bid optimisation strategies such as bid multipliers or bid adjustments to optimise your bids for specific audience segments.
  • And using a third-party bid optimisation tool to help you optimise your bids.

Reason #4: Dynamic Search Ads are not Written for Conversions

Dynamic search ads may seem like a convenient solution, but they prioritise clicks over quality leads resulting in significantly lower conversion rates compared to targeted ads. This is because there is little targeting and control over who sees your ads and random clicks do not equate to high-quality conversions.

Instead of using dynamic search ads, you can:

  • Create custom ads that speak directly to your target audience.
  • Use ad copywriting techniques such as A/B testing and split testing to optimise your ad copy for conversions.
  • Use ad targeting options such as location, language, and device targeting to reach specific audiences.

Reason #5: Google Ads are Geared Towards Google's Interests

Google Ads are designed to maximise revenue for Google, not to provide better results for your business. In fact, unsurprisingly, Google's primary goal for their ads is to create more revenue through advertising.

So if you want results that are geared towards your best interests instead of Google’s, consider using other marketing channels such as social media, email marketing, or content marketing to reach your target audience. You can also:

  • Use marketing automation tools to help you manage multiple marketing channels and campaigns. This allows you to streamline your marketing efforts and optimise for better results.
  • Consider using a third-party ad management tool to help you manage your Google Ads campaigns. These tools can help you optimise for better results and provide more transparency into how your advertising is performing.

Set Your Google Ads Campaigns Back on Track

By understanding these 5 reasons why your Google Ads results are going downhill, you can take steps to improve your campaigns and get back on track. Remember, it's not just about increasing revenue for Google – it's about maximising your ROI and achieving your business goals.

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