Do you bother when users come to your website through ads and then leave without ever completing a conversion? In fact, many eCommerce marketing teams are trying to deal with this frustrating problem. Many reasons behind this problem may be driving users away from your website. Let's look at the situation from the other side, the problem is probably not the users, but probably the content and technical glitches on your website. In other words, when users come to your website, a scenario similar to this may be experienced; You choose a very stylish outfit for the first date and go in your best form, and someone comes in front of you with a sweatpants and hoodie. You probably want to run away at that moment, right?
In order to get the best first date with your visitors, you need to regularly track the Google Ads clicks but no conversion report. With this report, you can detect ads that are not performing well and see problems. After identifying the problems, it remains only to create new strategies by making the necessary improvements.
So let's take a look at the things that are affecting your Google Ads conversion rate, and how you can improve them!
1) Check the Relevancy of the Traffic
Yes, the Google algorithm can do very well, but it's not perfect. If you are promoting a product that is not in users' search intents, your conversion rate will likely decrease. No one wants to see a Marvel t-shirt while looking for a winter jacket, right? 😊 Getting the wrong traffic to your website is one of the main reasons that cause the Google Ads conversion rate to increase. If the keywords you use while promoting your products do not exactly match your products, then you may be addressing the wrong target audience.
Let's show it with an example!
Let's say you did a search focused on getting a useful notebook for taking notes, and you came across the following websites. If you click on the websites listed in 1,2 and 4, you will probably see many notebooks with different features and you will start the purchasing process by choosing one of them. However, the website that comes in 3rd place is a website that is completely outside of your search intent. So if you have opened all of them in a side tab to browse websites, you will probably close them immediately without any interaction with that site.
So how can you solve this problem? Of course by checking the relevancy of the traffic! To check the relevancy of the traffic, you can use the "keywords" and "audiences" reports in Google Ads. Thanks to these reports, you can answer questions such as which target audience shows more interest in your ads and which keywords provide this traffic. If the keywords that drive traffic do not match your target audience, you need to optimize your Google Ads targeting. At the same time, you can use the “search terms” report to see which specific search queries are triggering your ads, and use this information to refine your keyword targeting.
By applying these, you can make sure that your ads are shown to the right people, and you can get figures above the Google Ads average conversion rate.
2) Use Commercial & Transactional Keywords
One thing you should not forget is that users are all at different stages of the purchasing process. You will introduce your brand to some users for the first time and try to gain their trust, while others are ready to complete the purchasing process with just a little encouragement. Therefore, you should also focus on the commercial and transactional keywords that users use to purchase a product directly. For example, if you are selling winter boots, it would be more logical to focus on search queries that are directly sales-oriented and encourage users to buy, such as "Buy winter boots".
It is a smart strategy to promote your brand to users who are ready to buy, using such keywords. Thus, both your CTR and impression rates will increase and you will reach more users for conversion.
Another piece of advice we can give about keywords is to use long-tail keywords. For example, instead of using only the keyword "winter boots", it may be better to use the long-tail keyword "2022 best winter boots".
3) Be Clear About Refund Policies
No matter how reliable you are, if your users don't feel this trust, they probably won't complete the purchasing process ☹️. When people shop online, they want to be sure that in the event of a negative situation, the refund process will go smoothly. According to a study, 49% of online shoppers read the refund policy carefully before completing their purchase. If you show them that your refund policy is strong and reliable, your authority in their eyes will likely increase and your conversion rate will increase.
To be clear about your refund policy in your ads, you can include specific information about what is covered by your policy and how users can initiate a refund if they need to. If you add reassuring phrases such as "return if you're not satisfied" or "easily return within 30 days" in your Google Ads campaigns, it may work for you. At the same time, if you create a special refund policies section so that users who come to your website can read it in detail, this will make them even more satisfied.
4) Deep Dive into Your Website
- Another way to see why users aren't converting is to put yourself in their shoes. If it were you, would you shop by choosing your own from dozens of websites? If you are not completely sure of your answer, there are points that you need to improve.
- Visit your website as a user and realize what is missing. You will probably notice many details that you have overlooked. For example, you can start by asking questions such as whether is it easy to find the products you are looking for on your website or easy to navigate.
- One of the biggest reasons why visitors leave your website is technical problems. If there are any technical errors or bugs, it is likely that impatient visitors of the eCommerce world will immediately go to another website to purchase the product they want.
- At the same time, users want to see a detailed description of a product before purchasing it. If they can't find details about the product, their confidence will likely drop. Of course, your product images must be of high quality and match exactly with the product.
- Another critical point that you should not overlook is that you should not forget mobile users. Your website must be mobile-friendly because an increasing number of people are using smartphones to access the internet. This entails making sure that all sites and functionality are usable and simple to access on mobile devices.
- Another thing you will realize when you put yourself in the users' shoes is that everyone wants to see user reviews before purchasing a product. If you include positive or negative user comments at the bottom of a product page, it will increase your authority and also create an element of trust for users. If they don't see any reviews about the product, your Google Ads conversion rate will be low☹
How to Detect “Getting Clicks but No Conversion” Situations
Now that you have learned the details about the low Google Ads conversion rate and have seen the solution suggestions, it remains to see how you can be aware of this situation. Simply put, all you need is a tool that will show you conversion rate reports completely automatically. This tool should be such a tool that it should have a simple interface and be able to inform you of any changes. Yes, the tool you are looking for is heybooster. With heybooster, you can access this report with just a few clicks and create strategies to reduce Google Ads conversion rate. Moreover, when there is any change in the data, heybooster will notify you instantly and guide you to take action.
Well then let's see how you can get this report with heybooster!
1) The first thing you need to do to take your place in the world where heybooster makes everything easy is to register.
2) In the second step, click on the Integrations title on the left and connect data sources with heybooster.
3) In the third step, click on Insight Categories and run the Revenue Growth Opportunities package.
4) Then click Popular products that have a low conversion rate.
It's that simple! You can now detect products with a low conversion rate despite having a high clickthrough rate. Don't forget to click Set a Notification to get notified when there is any change in data!
As a result, Google Ads conversion rate is low not only because users are not interested in your products. Many factors such as the design of your website, product promotions and technical infrastructure affect this situation. If you don't regularly monitor the conversion rate report, you'll likely miss out on these issues. This will prevent your overall marketing performance from revealing its potential. That's why you need to get your conversion rate report first and then make the necessary improvements to run stronger Google Ads campaigns.