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Why are you having problems?

No Negatives

Want to know one of the most common reasons you are not getting conversions? Ok here it is. You are most likely exhausting your budget on crappy keywords. That’s right, chances are you are spending all your money on the term “rock melons” when you are selling “water melons”.. Remove culprit words costing you money and watch your conversions soar.

Want to learn more about selling more water melons? Click here

What you can do to fix it:

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Put your negative keywords in. Rock, honeydew, balls (melon balls that is!) should all be negatives.

No Mobile Landing Page

You will find that mobile traffic makes up anywhere between 30-50% of traffic generated from search. This number is growing rapidly and before long, it will overtake desktop.

Whats your mobile experience like? How many fields are in your form? How easy is it to buy on mobile? Do you know that people often make their eCommerce purchases on desktop so how do you take advantage of this?

What you can do to fix it:

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Improve your mobile experience knowing that you will get a lot of traffic for mobile. Shorten forms, make your site responsive or create a revolutionary and easy mobile experience for your users.

Day of the Week

Have you studied user behaviour for different days of the week? If you havn’t then simply put, you need to. A Tuesday doesn’t convert like a Wednesday and definitely doesn’t convert like a Sunday.

Understand your days of the week and how they perform relative to each other. Use your ad scheduling and bid adjusters to push more budget through on better performing days and spend less on those days that don’t convert so well.

What you can do to fix it:

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Understand your day of the week reports is super easy to do and Google gives you this information freely. But you may need a bit of help deciphering this info. Check this out for instructions on how to better understand your day of the week reports.

Landing Page

Probably the most obvious out of all of these hence why I didn’t put it first.. you know landing page experience is everything so are you testing it? Split testing, tweaking, redesigning are best practice when it comes to increasing your conversions.

Jimmy’s home page initially converted at around 5%. We have since changed design 3-4 times and will continue to do so even though its now over 30%.

What you can do to fix it:

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Try using heat mapping tools like crazy egg to try and understand what your users are actually doing when they visit your site. If you are down on inspiration or need some inspiration, I jump on sites like 99designs and check out what landing page designs are coming through.

Call Extensions

Is a conversion a phone call? Are you using call extensions? Are you using Google forwarding number which will allow users not only to call you directly from your ad, but will also allow you to track the calls and optimise adcopy and keywords to get more calls and therefore.. more conversions.

What you can do to fix it:

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Add call extensions and use Google’s free call forwarding service. Even though the call forwarding is not available in all countries, it is essential you use call extensions to drive more calls and conversions to your business.

Generic Adcopy

Is your adcopy generic? Are you providing a broad call to action and hoping for the best? If you answered yes to any of these then you need to change your adcopy. Specific and targeted adcopy leads to more higher CTRs, more traffic, lower CPCs and of course… more conversions.

What you can do to fix it:

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Experiment with dynamic keyword insertion or if your campaign is super big or you just want to be super duper targeted and awesome, try Google’s Ad Customisers.

Low Impression Share

Are you missing out on a load of impressions that could be turning into conversions? By working out what keywords work and what % of Exact Impression share number you are receiving, you could optimise your campaign to ensure you get as much converting traffic as possible, without even increasing your budget.

Got more budget? Again, increasing your spend may not get you proportionally more conversions, however doing it the smart way and understanding your performing keywords and their respective impressions shares, you can increase your budget and experience proportionally more conversions.

What you can do to fix it:

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Understand what your impressions shares are and understand the difference between the variations. Optimise your campaign to get higher impressions shares on performing keywords to increase your conversions. .

Not Merging Analytics With Adwords

Merging Analytics and Adwords today is pretty simple. Previously it was a bit of a juggle but now all you need to be is added as a user for both Analytics and Adwords.. go to the Admin section in Analytics. click the merge Adwords options and your are pretty much there?

Once they are linked, log into Analytics -> Acquisition -> Campaigns… and there is all your data.

Whats good about this Data? Well conversions only tell you a one dimensional story. What happens after the user lands on the page? How many visits does it take for them to convert? Are there any bottlenecks within the user flow that could be addressed before even touching your Adwords campaign?

What you can do to fix it:

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Link up Analytics and Adwords and dig into the data. Things such as time on site, cart abandonment, user flow and even demographics can be found in Analytics. We suggest you get familiar with the multi interaction attribution models.. these are awesome.

Not Remarketing

If you are not Remarketing then there is no doubt you are leaving money and conversions on the table. Lets face it, most people who come to your site, don’t convert but don’t let that set you back. With all the tools Adwords gives you, remarketing is easy, cheap and affective. Do it and watch your conversions increase without needing to spend too much more.

What you can do to fix it:

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If you are not doing so, start remarketing today.

Not Remarketing Properly

Assuming you are remarketing there is more you can do than simply sending them back to your website or your landing page. Use your Analytics and Adwords merge to create custom audiences that perform well.. then show them your ads and sell them more stuff or bring them back.

What you can do to fix it:

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Remarketing using segments in Analytics is a great way to drive quality and proven performers back to your site.

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