Are you grappling with the frustration of a Google Ads campaign that refuses to take off, despite your finely tuned setup? You’re not alone in this journey.
In this blog post, we’ll unravel the mysteries behind why your Google Ad isn’t spending, and, more importantly, we’ll provide actionable solutions to propel your campaign towards success.
So read on to solve this problem once and for all.
The 3 main reasons your ads aren’t spending
Explore the key reasons hindering your Google Ads budget spending. Identify and address issues to optimise your advertising strategy and achieve maximum budget utilisation effectively.
1. The headache of low target CPA
In a world where Google Ads generated a staggering £224 billion from ad spend alone, it might seem perplexing that your campaign isn’t seeing the expected results. One potential culprit is the Target CPA (Cost Per Acquisition) bidding strategy.
The Target CPA strategy essentially hands over the reins to Google, allowing the platform to determine how to allocate your budget for each customer acquisition. If your set CPA is unrealistically low, Google might hesitate to spend your budget, assuming it can’t deliver leads at that cost.
Consider the scenario where the average cost per lead for a roofer in London is £30. Setting your bid at £15 may signal to Google that the budget isn’t sufficient for acquiring leads.
The solution lies in a strategic adjustment — consider incrementally increasing your Target CPA by a few pounds. This seemingly minor tweak can have a profound impact on your campaign’s performance.
2. Move away from low-volume keywords
Another stumbling block for many campaigns is going for keywords with limited search volume. While the allure of extremely targeted keywords is undeniable, they may not generate enough searches for Google to fully utilise your allocated budget.
Optimise your Google Ads strategy with negative keywords. By excluding irrelevant search terms, you enhance campaign precision, reduce costs, and ensure your ads reach the most relevant audience, boosting overall campaign effectiveness and return on investment.
For instance, if you’re a roofer in London, targeting excessively specific keywords with limited search volume might result in missed opportunities. Finding the sweet spot between specificity and search volume ensures your ads are visible to a broader audience, optimising your budget expenditure. Conduct thorough keyword research, explore variations, and strike a balance that aligns with your campaign objectives.
3. Low-quality scores
Quality scores, often overlooked but immensely influential, play a pivotal role in determining the success of your Google Ads campaign. If all your ads have low-quality scores (typically ranging from 1-5), Google will position them lower in search results, resulting in diminished visibility and fewer clicks.
A higher quality score, ideally 5 and above, not only increases the visibility of your ads but also lowers the cost per click. Google evaluates the quality of your ad copy, its relevance to the landing page, and the click-through rate to determine this score. By enhancing these metrics, you not only encourage Google to display your ads more frequently but also obtain more leads for your allocated budget.
Why does quality score matter?
Google’s emphasis on quality scores isn’t arbitrary; it’s rooted in a desire to enhance the overall user experience. Continually displaying irrelevant ads that lead users to unrelated landing pages would degrade the user experience. By assessing the quality of ads, Google aims to maintain relevance and user satisfaction on its platform.
Continuous refinement is must
In conclusion, navigating the intricacies of Google Ads requires a deep understanding of its nuances. Adjusting your Target CPA, choosing keywords strategically, and striving for high-quality scores can significantly enhance your campaign’s performance. Remember, Google Ads is a dynamic platform, and continuous refinement based on data and user behaviour is key to sustained success.
Prefer to leave it to the experts?
Here at One Base Media, our marketing strategies take on a multi-pronged approach, targeting every lucrative platform to ensure a huge influx of leads and exponential growth for our customers.
We have years of experience in fine-tuning Google ads campaigns and turning them from budget-burners to big money earners.
If you’re seeking personalised assistance to troubleshoot and enhance your Google Ads campaign, our team is ready to provide tailored solutions for your success. Contact us today and let us help you grow our business.
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