There can be many reasons for this problem:
1) Keywords: Ensure you are using correct keywords that describe what your customers are searching. If you use too much broad keywords that will attract many clicks but not target audience. You can use phrase match and exact match keywords. Also add some negative keywords to avoid unnecessary clicks.
2) Location: Sometimes traffic from a particular geographic location doesn’t give you any conversion. Those location can be any country/state/city and you can find that by Google analytics having high bounce rate. You should add those location in location exclusion list to avoid them in advertising.
3) Web Sites: If you are using display advertising then control where you want to show your ads. There may be sites that will get you traffic but not relevant to your target customer. You can also run website specific display campaign or exclude those websites.
4) Mobile traffic: You also need to monitor how the traffic from mobile devices are performing. If you find those clicks are not giving conversion then you may reduce bidding on mobile devices.
Solution for keywords:(Use filters to improve your keywords)
Filters are a quick way to sort your keyword performance data and identify low-performing keywords. You can filter your keyword data by Status to see which keywords have low search volume, or maybe those that aren’t showing your ads because they’ve been disapproved. Then, you can change your keyword with low search volume to a more general variation to help increase your traffic. Or, follow our advertising policies to fix any disapproved keywords.
Here are some other filters you can use to see poor-performing keywords:
- Try using the Quality Scorefilter to see which keywords have a low Quality Score. For example, you can choose to see keywords with a Quality Score less than 3. Then, you can make changes to your keywords, such as making them more relevant to your ads or landing page, to help improve their Quality Scores.
Here are some factors to keep in mind when writing ads to ensure high click-through rate and Quality Score. Your ad text should be:
- Relevant to your product.
- Relevant to the keyword (and therefore the searcher’s intent).
- Relevant to your landing page.
Be sure to include the keyword and variations of it in the headline and description lines, and the display URL if possible. The ad should draw the user in and tell them what they’ll gain by clicking. The destination URL should take the searcher to a landing page that corresponds to their search query and intent (not something too broad or too narrow).
- Filter your keywords by clickthrough rate (CTR)to see which keywords get you a lot of impressions, but few clicks. For example, you can filter keywords with a clickthrough rate that’s less than 1%, and then make changes to those keywords so they’re more relevant to your ads.
- Filter your keywords to see which ones are below your first page bid estimate. Then, you can increase the cost-per-click (CPC) bids for keywords that aren’t showing ads on the first page of Google search results based on your first page bid estimate. Try using automated rulesto automatically raise your keyword bids when they are below your first page bid estimate.
Solutions for landing page experience:
Understanding landing page experience
Landing page experience is AdWords’ measure of how well your website gives people what they’re looking for when they click your ad. Your landing page is the URL people arrive at after they click your ad, and AdWords analyzes it through a combination of automated systems and human evaluation. The experience you offer affects your Ad Rank and therefore your CPC and position in the ad auction. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience.
This article explains how you can improve your landing page experience. For specific instructions on how to optimize your website for mobile, see Principles of mobile site design and Create an effective mobile site.
Before you begin
Landing page experience is different from policy violations. If your site violates AdWords policy, you receive no landing page experience rating at all, and your ads don’t run.
You can improve your landing page experience by taking any or all of the following steps:
- Offer relevant, useful and original content
- Make sure your landing page is directly relevant to your ad text and keyword.
- Be specific when the user wants a particular thing:If someone clicks on an ad for a sports car, they shouldn’t wind up on a general “all car models and makes” page
- Be general when the user wants options:If someone’s looking to compare digital cameras, they probably don’t want to land on a specific model’s page
- Provide useful information on your landing page about whatever you’re advertising.
- Try to offer useful features or content that are unique to your site.
- Promote transparency and foster trustworthiness on your site
- Openly share information about your business and clearly state what your business does
- Explain your products or services before asking visitors to fill out forms
- Make it easy for visitors to find your contact information
- If you request personal information from customers, make it clear why you’re asking for it and what you’ll do with it
- Distinguish sponsored links, like ads, from the rest of your website’s content
- Make mobile and computer navigation easy
- Organize and design your page well, so people don’t have to hunt around for information.
- Make it quick and easy for people to order the product mentioned in your ad.
- Don’t annoy customers with pop-ups or other features that interfere with their navigation of your site.
- Help customers quickly find what they’re looking for by prioritizing the content that’s visible above-the-fold
- Decrease your landing page loading time
- Make sure your landing page loads quickly once someone clicks on your ad, whether on a computer or mobile device.
- Consider turning your landing page into an Accelerated Mobile Page (AMP).
- Make your site fast
- See how your site scores on mobile speed, and get quick fixes to improve it. Test your site.
- See our guide to Create an effective mobile site.
Improve your ad quality:
1. Create very specific ad groups
2. Choose your keywords carefully
3. Include keywords in your ad text
4. Create simple, enticing ads
5. Use a strong call-to-action
6. Test out multiple ads
7. Regularly review your campaign performance
Making your ads seen: The influential factors
Now that you’re familiar with how the auction works, let’s take a closer look at how all those factors can work together to influence your ad winning a prominent placement.
(1) this is the maximum amount you are willing to pay for a user to click on your ad and visit your site.
First there’s your bid amount.Not to be confused with the amount a click on your ad actually costs,
To ensure good value for all, top bids don’t necessarily lead to top rank on the search results page. As it is becoming pretty clear by now, there are a number of other factors that the auction considers to make that determination!
(2) Expected clickthrough rate (CTR) is the prediction of how often your ad will get clicked when shown for a keyword. To determine this rate, AdWords takes into account how well your keyword has performed, that is, how users responded to your ad by clicking on it or not in the past.
(3) Landing page:
An ad is only useful if its landing page helps a user find what they’re looking for! A positive landing page experience:
- Includes relevant and original content that helps the user complete their task
- Is easily navigable
- Articulates your business clearly
(4) Ad relevancy is calculated by analyzing the language in your ad to determine how well it relates to the search query. Ad relevancy is a key factor in the auction process, enabling users to see only useful ads that are relevant to the search performed.
Ad formats, like those that include various ad extensions, may influence rank as well. For example, using various ad extensions, like a sitelink to a page on your website, your address, or phone number, may serve to bolster your rank.
Improving your return on investment:
In general, you’ll want to focus on improving your conversion potential through attracting the right customers to your business. Here are some basic strategies and specific tips about how to optimize your keywords, ad text, bids and budget.
Basic ways to improve your ROI
If you find that a large percentage of visitors have clicked your ad but haven’t made a purchase or performed an action you’d like them to take, the following steps may help you increase your conversions and ROI:
- Use a landing page that’s most relevant to your ad: When customers click your ad, they expect to see a webpage highlighting the exact product, deal, or information described in your ad. If they don’t find what’s promised as soon as they arrive, they’re more likely to leave your site without making a purchase or signing up for your service. Be sure that any promotions and discounts mentioned in your ad text are visible on your landing page.
- Use highly relevant keywords and ad text: If you use general keywords and ad text, a customer may arrive at your site expecting to find something that you don’t offer. Highly targeted keywords and ad text help ensure that your ads show only on searches relevant to your product or service.
- Adjust your bids: The bottom line for any keyword is how much value it generates compared to its cost. For keywords that show a profit, increase the bid to increase exposure and generate more traffic. For keywords that aren’t profitable, decrease the bids to lower your costs or even consider removing those keywords.
- Add successful sites as placements: For campaigns running on the Display Network, you can use the Placements tab to see all of the web pages, apps, and videos where your ads appeared. If you find that your ad performs particularly well on a given website, try adding that website as a managed placement.
- Use negative keywords to eliminate unwanted clicks: You can use negative keywords to filter out searches for different products or services, searches that aren’t relevant to your business, or people who aren’t likely to make a purchase.
- Remove duplicate keywords: Google shows only one ad per advertiser on a particular keyword, so there’s no need to include the same keywords in different ad groups or campaigns. Since the better performing keyword will trigger your ad more often, remove the duplicate that performs worse. Keep in mind that it’s okay to include duplicate keywords for campaigns targeting different geographic regions.
- Optimize low-performing keywords: It’s essential to regularly review your keywords to ensure that they’re all performing well and providing you with a good ROI. If a keyword is not directly related to your business, website, and ad text, it’ll trigger impressions and clicks that are not likely to convert into actions you care about, like purchases or signups. Here are some key measurements to look for to identify whether a keyword is performing well or not:
- Keyword diagnosis: Performing a keyword diagnosis will give you a detailed view of each keyword’s Quality Score along with tips for improvement. To diagnose your keywords, hover over the speech bubble icon next to the status for any keyword in the “Keywords” tab. You’ll see a help bubble appear with information.
- First page bids: Check your keywords’ estimated first page bids, which is the approximate cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when a search query exactly matches your keyword. You can use this estimate, which is based on the Quality Score and current advertiser competition for that keyword, to get greater insight when planning your bidding strategy.
Ad text tips:
- Understand the buying cycle: To maximize your ROI, try to understand what stage within the buying cycle a customer might be in: the awareness stage, the research and comparison stage, or the buying stage.
- Use keywords to separate the serious buyers from the online equivalent of window shoppers. For example, customers searching with terms like “reviews” or “ratings” are probably still researching the product and might be less likely to make a purchase at that stage. By understanding the buying cycle for your specific product or service, you can filter out such customers with negative keywords or direct these customers to more research-friendly parts of your site.
- Ad text can also help you reach customers in the right stage. The call-to-action should reflect the action that you consider a conversion, whether that’s a sign-up, a request for more information, or an actual sale. Conversion-related calls to action will set the right expectation for customers in various stages of the buying cycle.
- Enhance your ad with extensions: Ad extensions tend to improve the click through rate (CTR) of your ads. Depending on the products or services that your business offers, you might consider using different ad extensions. For example, sitelink extensions allow you to add links to your website and help people find what they’re looking for, call extensions let people click a button to give you a phone call, and location extensions help people nearby find your nearest storefront.
Bid and budget tips:
- Experiment with bids and budgets to see what works: Test different bid amounts and budgets and measure how effective the change is, test bids for profitability and ROI, and test budgets for ad exposure. We suggest adjusting amounts in small increments to allow your keywords to accrue conversion statistics and performance data with the new settings. Allow at least a few days between changes so you’ll have enough performance data to make an informed decision.
- Allocate your budget according to performance: An important aspect of budgeting is making sure you have appropriate budgets for each campaign. For keywords that are profitable, you probably want to show them all the time. To do this, the campaign’s budget needs to be sufficiently high so the campaign isn’t limited by budget. If you’d like certain keywords to receive maximum traffic, make sure they’re in campaigns whose daily spend isn’t reaching or exceeding its daily budget consistently. Try to prioritize your products or services and then match budgets to each campaign based on priority. If your overall advertising budget is limited, find budget from campaigns that have unused budget or that don’t convert well, then reallocate that budget to high performing campaigns that are limited by budget.
- Adjust your keyword bids: With conversion data, you’ll better understand how profitable your keywords are with their current bids and can identify which keywords could be more successful with adjusted bids.
- For keywords that show a profit (such as having high conversion rate and low costs), you might try increasing their maximum cost-per-click (CPC) bids. While costs may increase, your ad position could rise and provide more ad exposure, potentially increasing your conversion rate and ROI. In other cases, it may make sense to lower the bid for a keyword even if the keyword is profitable. By lowering the bid, you’ll lower the average amount paid, which may increase the profit margin for that keyword.
- For keywords that aren’t profitable (such as having a low conversion rate and high costs), you might try decreasing their bids to lower your costs. A lower bid is likely to decrease the keyword’s average position, the number of impressions and clicks it receives, and as a result, the cost it incurs. Not only can this strategy improve your ROI on low-performing keywords, but in some cases, it can also free up part of your budget so you can invest in more valuable keywords.
- Use ad scheduling to automatically change your bids throughout the day: Ad scheduling includes an advanced setting which lets you adjust the pricing for your ads during certain time periods. Use the bid adjustment feature of ad scheduling to automatically take these actions:
- Increase your CPC bids by a certain percentage on days or times of day that are most profitable for you. For example, if you find that your ads get the best results before noon, you can set your bids higher during that timeframe to try and get more impressions and clicks.
- Decrease your CPC bids on days or times of day when appearing in a high position doesn’t result in profitable clicks.