Alessandra asks, “I am running a Google Ads campaign for a customer, but results are not showing (yet). The conversions are few, thought CTR is over 7%.
Besides analyzing ads, keywords and landing pages, what “business” considerations can I make to the client to convince him that it’s worthwhile to continue to invest in ads? What can he learn for his business from the results of the campaign?”
How far down the marketing operations funnel can you see? Leads generated? Shopping carts filled? One of the challenges of ads is the potential disconnect once someone arrives on site – that’s where Bob Stone’s 1968 direct marketing framework helps lend a hand.
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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.
In today’s episode Alessandra asks, I am running a Google Ads campaign for a customer but results are not showing yet the conversions are few though click through rate is over 7%.
Besides analyzing ads, keywords and landing pages, what business considerations Can I make to the client to convince him it’s worthwhile to continue to invest in ADS? What can he learn for his business from the results of the campaign? Well, the big question here is how far down the marketing operations funnel Can you see? If all you have access to his ads data, then you can basically show them that you’ve got you’re probably the right audience.
A good offer a good creative, that’s Bob stones 1968 direct marketing framework.
But one of the challenges with ads is that there’s potential disconnect once somebody arrives on site right? Imagine Imagine have this really compelling ad for a coffee shop, right? And you do a great job of getting people interested in the coffee shop and you do a great job of getting people excited.
And they they fire up Google Maps and they get directions.
They go there.
And when they get there, the sole barista that’s working there is asleep on the floor.
Now, did the ads fail? No, the ads did their job.
They got people to the front door, they got people even through the front door, and then the customer experience went off the rails.
That’s not advertisings fault.
That is a product marketing problem.
While it’s technically just flat out business problems.
So the question is, is the lack of results because of conversions because of something that you did wrong in the direct marketing framework? Or is it because there’s a disconnect between the two between the ad and the experience The way to figure this out is again, look at that old framework list offer creative list these days means audience do that.
Do you target the right audience with the ads? The people who have a high propensity of buying or retargeted based on existing conversions or look alike? Audience? If so, your list is probably in pretty good shape.
Is the offer in the advertisement, likely to entice somebody? And this is where? What is in the ad? Is it synchronous with what happens when you get on the site? Is it a Is it an offer that makes sense as an offer that it does not feel like a bait and switch? There’s this whole bunch of these ads on Facebook that are like advertising Oh, you could you know, get a free product and then you click through and it’s like, you pay money and you leave review and then they refund your money.
Well, that’s not free.
Right, though, by the way that you should immediately report those ads.
But that’s not free.
It’s a complete disconnect between what was promised in the advertising and what was actually delivered.
So you want to make sure that that’s not the problem.
And of course, there’s a creative in this case, because you’re getting high conversion rates, higher high click through rates, it’s probably not a creative issue.
So either the advertising offer is out of sync with what the offer actually is, or you’ve got a bad experience on site.
The way to remedy that is ideally, have access to Google Analytics, ideally have access to the data that’s happening on site.
What happens when somebody gets to the landing page? Do they immediately bounce away? If so, you’ve got a landing page problem.
And that’s something you should again be looking at that the the offer the creative the layout, whether it renders properly on mobile devices, the usual things you do to diagnose a landing page.
If you don’t see a super high bounce rate, then you have to wonder is there a In fact, a problem with the audience is this product that you made some assumptions on who you’re going to advertise to.
Are they in fact not the right audience? Right? Again, if if you advertise, say espresso drinks right and people click through and they get to the homepage and it’s it’s a coffee shop, but you are just totally going all out on your frozen summertime beverages.
People may look at that and go well that’s not really what I came here for.
I’m not a cold coffee drinker, I’m I’m a hot coffee drinker.
And they may they may choose to go away because again, you’re you’re presenting something that they didn’t ask for.
They thought they were getting one thing and then not getting it in terms of other things that other business considerations.
One area that you can explore and it is fraught with danger if you don’t do it properly.
You can look at branded organic search.
So the premise is that if you are running any kind of promotion, advertising, public relations, influencer marketing, and it’s doing its job, one of the things you should see happen is synchronous with the advertising.
And commensurate with the spend on the advertising, you should see an increase in branded organic search of some kind.
And by that we mean looking for the company’s products or services or name.
If I take out a whole bunch of ads for my company Trust Insights.
And I just go all out on paying cpms.
I don’t care about click throughs.
I just want to I just want people to know the name of the company.
If the ads are effective, I should see a commensurate uptick in the number of searches for Trust Insights in organic search because again, people are aware of This company, hopefully, it has piqued their interest.
Hopefully they have gone to click through and and are gonna search for us.
Now I say that’s fraught with difficulty because it requires statistical analysis requires you to be able to do cross correlation functions to see, not only is there a relationship, but what is the time lag on the relationship? And is the time lag on the relationship synchronous with what happens for unpaid efforts.
Those are challenging questions to ask for folks who don’t have a statistical background.
So it’s something you have to keep in mind.
But that is an additional business consideration you can look at, do you see? brand organic search, marching in lockstep with the paid advertising you’re doing? At the end of the day, though, it all comes down to conversion.
If the conversions are not happening, that’s the number one priority, figure out why the conversions aren’t happening.
Make sure that if you don’t have one in place, all right And you’re spending a decent amount of money, you may want to consider a website satisfaction survey, one of those four key ones that ask simple questions like, did you accomplish the task that you set out to when you came to the site today? Right? And you run it and targeted only on people only on the landing page with the ads, so that you can ascertain.
Is there something on the experience side of the site that is preventing you from being able to pregnant the customer from being able to do what they wanted? If so, that then tells you it’s a customer experience problem and not an advertising problem.
You can also ask, you know, you can’t new came to this page from an advertisement did this page fulfill the ad, the ads promise again, if you get feedback, saying Nope, it didn’t, then you know, you’ve got a disconnect between those two.
So I would say focus on the diagnostic side to figure out why your click through rate is high, but your conversion Right is, is non existent, that’s going to be able to help you understand what’s going on with the advertising.
And if the customer is not interested in running additional ads, at least you can take those best practices and put them towards the next customer.
Maybe make it a part of the campaign that’s integrated, so that you’re running those diagnostics from the very beginning and you’re, you’re understanding how it is that people are finding the experience between the ad and the action that you want them to take.
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Thank you Chris for addressing my question.
The customer is getting leads organically in the same number as before the start of the ads campaign, so the few conversions (1 month running) makes him think it’s not worthwhile to advertise. My thoughts are going in the direction of explaining the value of impressions on their own, the values of clicks to measure interest in offer, even though conversions are still few. I do not think he should compare organic with ppc, but ppc cost vs other advertising channels, like radio and newspaper ads, which would cost much more and have unmeasurable results.
Am I going in the right direction?