Why are there conversions but few orders

One of the effective tools of Internet marketing is contextual advertising (PPC). It can significantly increase sales of goods or services. Google contextual advertising is effective because it is not shown to all Internet users, but only to those whose field of interest coincides with the subject of the advertised services or products. That is the target audience. This increases the likelihood of response to advertising.

Contextual advertising does not bring leads

It happens that after running contextual advertising in Google Adsthere is no increase in sales. At the same time, site traffic is growing. However, Google advertising does not meet the main goals of selling goods or services. This can happen for many reasons. 

The main reasons for the loss of orders

Advertisement Google Ads may not reach its goals for one or more reasons. Therefore, you need to know what can hinder the effectiveness of contextual advertising in Google Ads.

Analytics is not connected

First, you need to turn on Google Analytics. It tracks targeted user’s actions on the site, including page views, ordering goods, and more. An analyst connected to the website will tell you at what stage you lose your potential buyer. If your analytics system is successfully set up for the site and your conversions are tracked, you can see why there are no sales.

An advertisement is configured incorrectly

The advertising campaign should be targeted to the target audience and should attract visitors by offering profitable and necessary goods. Local campaign ads can have the following issues:

1. Incorrectly selected audience.
2. The user did not see the expected offer.

Targeting for contextual advertising involves the use of keys. Key queries allow you to determine which user’s words the search engine will show your ad. To do this, you need to check with Google Analytics which Google keywords lead users to your site. Link your Ads and Analytics accounts for analytics to work properly. Then go to your profile settings and make sure you have a destination URL to identify. You can also view search queries in Google Ads.Also, make sure that your geotargeting is set up correctly. In the left menu of Google Add, click on “Location”, on the top panel click on “Performance based on geographic data”. If the link in the ad is clicked by users from regions where you do not deliver the product, exclude those areas from the geotargeting campaign.If your target audience comes to the web resource through advertising, but it does not make purchases, the problem may be in the blurb. In case your bounce rate is high (you can see it in the Google Analytics Performance Maps report), it’s likely that users don’t see what they expected on the site. For example, the price of the product or the terms of delivery did not match those stated in the blurb. If you find such discrepancies, be sure to correct your advertising, going to Google Ads settings. 

The application form is incorrect

It also happens that the application form on the site ceases to function properly. As a result, the user cannot leave their contacts. To check the correctness of the form, fill it out on the site yourself.

Problems with the site or landing page

For the most part, if a website doesn’t work, Google blocks ads. However, it can sometimes happen that Google advertising works, but the lease term of the site’s domain is not extended, and the page is not displayed. Then the user can not see the information on the link.In addition, there may be other problems with the site. You should pay attention to the following:

• Navigation and design solutions. Consider how quickly users find the information they need, at what stage of the order they drop it, and so on. It’s important to pay attention to visitor behavior such as page reloads, scrolling up and down too often. This analysis will help you understand how to improve the usability of the site.
• Content. By clicking on the link from the blurb, the user wants to see information about the advertised product – different photos, videos, detailed descriptions, including characteristics, cost, etc. If there are no content elements, the user can choose a more detailed web resource of the competitor.
• Call to action. Calls like “Order now” and “Contact us” not only motivate people to buy, but also help them better navigate the web. Make sure such appeals are clearly visible for visitors.

The site is not adapted to different types of devices

The search engine is now used more on smartphones than on PCs. People often search on mobile devices. Therefore, your site must be adapted to phones and tablets. Absence of adaptation to a smartphone will also negatively affect the promotion of the online store.

Seasonality of goods or services

There are goods for which there is an increased demand during one season and there is a decrease in demand during another. Down jackets are bought in autumn and winter, and light dresses – in summer. Therefore, keep this in mind so that the advertising campaign will be appropriate.

A competitor’s offer is better than yours

If you are selling the same product as a competitor, keep in mind that the buyer will choose the price. To sell more expensive items, you need to create benefits for the customer, such as delivery in 1-2 days, quality service and more.

Failure of the manager and problems with processing applications

Advertising in Google will be useless if there are problems with the processing of applications and there is negligence on the part of the manager. Therefore, make sure that all employees involved in the processing of applications work properly and do not deter potential customers from ordering goods or services. 

Conclusions

There are many reasons why there may be conversions but no orders. You should do a thorough analysis and find out what your problem is. Сorrecting the shortcomings, you will increase the number of sales.