Hi there,
Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on your Google Ads situation. It sounds like you're experiencing a common issue where irrelevant ads are showing up on your brand keywords, which is impacting your campaign performance.
Understanding the Issue
First off, don't panic! It's not uncommon for CPCs to fluctuate and conversion rates to dip, especially when other companies, even if they're not direct competitors, start vying for similar keywords. It might seem odd that these seemingly unrelated SaaS companies are showing up for your brand terms, but there are a few potential reasons why this could be happening:
- Broad Match Keywords: They might be using broad match keywords in their campaigns. This means their ads could be triggered by searches that are loosely related to their products or services but also include your brand name.
- PMax Campaigns: Google's Performance Max (PMax) campaigns use broad targeting options to reach a wider audience. This can sometimes lead to ads showing up for irrelevant searches, including your brand terms. It's possible they're simply testing the waters, or it's a poorly optimised campaign on their part.
- Accidental Bidding: It's also possible, though less likely, that they're accidentally bidding on your brand name through a broad match modifier or a similar mistake in their keyword setup.
Immediate Actions
Here’s a breakdown of immediate actions you can take. Let’s jump right in:
| Issue | Recommended Action |
|---|---|
| Irrelevant ads showing on brand keywords | Add these companies as negative keywords to your campaign. |
| Rising CPCs and declining conversion rates | Refine your keyword targeting and ad copy. |
| Potential broad match or PMax targeting issues | Implement exact match keywords and monitor search terms. |
Step-by-Step Solutions
Let’s explore some practical steps you can implement right away:
1. Negative Keywords
This is your first line of defence. Adding the irrelevant companies as negative keywords will prevent their ads from showing up when people search for your brand. To do this:
- Go to your Google Ads campaign.
- Navigate to the "Keywords" section.
- Select "Negative Keywords."
- Add the names of the companies that are showing up for your brand terms.
2. Refine Keyword Targeting
Focus on exact match keywords to ensure your ads are only showing up for the most relevant searches. This means you're specifically targeting users who are searching for your brand name. While it limits your reach, it will dramatically improve relevance.
3. Ad Copy Optimisation
Make sure your ad copy is strong and clearly highlights what makes your HR training platform unique. This will help you stand out from the competition, even if other ads are showing up alongside yours. Focus on the benefits and unique selling propositions of your platform.
We'll need to look at traffic quality and your website...
Before we get too far, I want to touch on traffic quality and the potential impact it has on your website. Your Google Ads traffic might be high, but is it the right traffic?
Consider these points:
- Bounce Rate: Are visitors landing on your site and immediately leaving? A high bounce rate suggests your landing page isn't resonating with the traffic you're attracting.
- Time on Page: How long are visitors spending on your site? Short session durations could indicate that the content isn't engaging or relevant.
- Conversion Rate: What percentage of visitors are converting into leads or customers? A low conversion rate may signal issues with your website's user experience or value proposition.
A quick review of your website reveals:
- Cluttered Design: The start page looks pretty cluttered and slow to load.
- Product Presentation: The product images would probably look much better with proper photography and models (even just a video of you showing/wearing them might work).
- Missing Details: There are no product descriptions on the product pages.
A website that doesn't inspire trust can severely hinder your advertising efforts.
I'd say you need to give it more time...
It's not unusual for B2B companies to take some time to see the needle move. Given that you’re in a B2B SaaS niche, expect longer sales cycles compared to B2C. Focus on nurturing leads and building relationships.
Keep testing different ad creatives and targeting options. It often takes several iterations to find the winning combination that resonates with your target audience. We've had several SaaS clients see really good results with UGC videos - lots of angles to test there as well.
Why Consider Expert Help?
While these steps can help you address the immediate issue, managing and optimising Google Ads campaigns effectively requires ongoing effort and expertise. You see, I've run quite a few campaigns for B2B SaaS. Some see ROI within a few days. But many take longer to optimise. A lot will depend on your offer, a completely free trial usually works best to get people in the door, then you can onboard them, nurture them, and upsell them to a plan later. We’ve also worked on campaigns that resulted in 3,543 users at £0.96 each, and another with 5082 Software Trials at $7 per trial. We have the right expertise to help you get the most out of your Google Ads campaigns and achieve your business goals.
If you'd like to discuss your situation in more detail and explore how we can help, I'd be happy to offer you a free consultation. We can review your campaigns, identify areas for improvement, and develop a tailored strategy to get you back on track.
Regards,
Team @ Lukas Holschuh
