Hi there,
Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your CDP course and Google Ads.
It sounds like you're experiencing a common challenge for course creators: getting your ads to resonate and attract the right students. From what you've said, it seems your click-through rates are low, but you already have hundreds of students. This means the course itself is likely good and that it converts well, it's just a matter of getting in front of the right people, and ensuring you website is optimised!
We'll need to look at your ad copy...
Low CTR usually points to a disconnect between what people are searching for and what your ads are saying. The ad copy is the first thing I would look at, and there may be some low hanging fruit to tackle here. Here are some suggestions:
Is your ad copy benefit-driven? Don't just list features. Focus on the value and the transformation your course offers. What specific problems does it solve for marketing professionals? How will it make their lives easier or their careers more successful?
I remember working with a B2B software client where we found their initial ad copy was very technically focused. By shifting the focus to the benefits of the software and using simpler language, we saw a significant increase in their click-through rates. We highlighted how the software would improve their daily lives, not just the technical aspects of the features.
Are you using the language your target audience actually uses? Marketing professionals speak a certain way, but are you using their specific terminology and addressing their pain points directly? Conducting some keyword research around the CDP space and seeing how other course instructors and industry leaders communicate could be helpful here.
Does your ad copy include social proof? Showcasing testimonials, case studies, or statistics from your existing students can significantly increase credibility and click-through rates. Consider adding a line like "Join hundreds of marketing pros who have transformed their careers with this CDP course."
I'd say you are spending money on irrelevant clicks...
Keywords could also be the problem, but because you already have a few hundred students, I wouldn't say they are a big problem, but there is likely room for improvement. Here are my thoughts:
Are you using negative keywords effectively? Blocking irrelevant searches can seriously improve your CTR and conversion rate. Without negative keywords, you might be bidding on terms that attract the wrong type of traffic or that trigger your ads for irrelevant searches.
I recall a client who was spending a lot on people looking for free trials when they only offered demos. By specifying that they only offered demos using negative keywords, the cost of leads decreased and the quality went up!
Are you using the right match types? Broad match can be useful for initial keyword discovery, but it can also lead to your ads showing for irrelevant searches. Consider using phrase match or exact match for your core keywords to ensure you're targeting the most relevant traffic.
You probably should look at your landing page...
Landing page experience is also important. I'd say it's the third thing to think about. The landing page should deliver on the promise you made in the ads. Here is what I'd consider:
Does it directly reflect the ad copy? It's pretty jarring clicking an add that promises one thing and landing on a page that delivers something completely different. Make sure it's a seamless experience. Consistency is key, so ensure the messaging, design, and overall experience are aligned.
Is your landing page optimized for conversions? Make sure the page has a clear call to action, persuasive copy, and compelling visuals. You should remove any distractions that might keep visitors from signing up for your course.
Does it load quickly and is it mobile-friendly? If your landing page takes too long to load or doesn't display properly on mobile devices, you'll lose potential students. It should be optimised for all devices.
You'll need to consider your targetting as well...
This might be an area to consider, but let's assume the targeting is fine since you already have hundreds of users.
To summarise, ad copy, keywords, and landing page all need to work together harmoniously to drive the best results, but ad copy and keywords are probably the most important.
This is the main advice I have for you:
| Area | Action |
|---|---|
| Ad Copy | Focus on benefits, use your audience's language, and include social proof. |
| Keywords | Use negative keywords and precise match types to filter out irrelevant clicks. |
| Landing Page | Ensure it reflects the ad copy, is optimised for conversions, and is fast loading. |
I'm aware that you're looking for agency support. I have worked with many clients that are in a similar space, and it can be a real grind to get the right leads in and to see those students turn into paying users.
Implementing these changes may take time and experimentation, but I reckon they will make a real difference in your campaign performance. However, if you are looking for further support, you might want to consider an agency. We've worked with several course creators and B2B SaaS businesses, and we have a deep understanding of the MarTech space.
If you'd like to discuss your situation in more detail, I'd be happy to offer a free consultation. We can review your Google Ads account, website, and overall strategy to identify areas for improvement and create a plan to help you reach your goals.
I remember one campaign we ran for a client selling courses, where we generated $115k Revenue in 1.5 Months using Meta Ads.
Regards,
Team @ Lukas Holschuh
