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Updated 30.03.2021

Targeted queries have been collected, campaign settings have been thought out, ads have been drawn up, ads on Google have been launched. Wow, CTR is growing! But there are no more sales…

"What to do, what is the reason for the lack of conversions?" – there is a question that our PMs often hear from new clients.

When we are asked to solve the problem of the lack of applications through the search network, we first conduct an audit of advertising campaigns - we study the reports and settings of the advertising campaign. And we study the website. It often happens that the campaigns are configured correctly, but the website is not able to convert leads (the landing page does not respond to the user's query, the registration form and navigation are inconvenient, etc.).

It is true that contextual advertising affects the result, but only indirectly. And the landing page, which the user lands on after clicking on the ad, is straightforward. Because as a result, the visitor interacts with the website.

1. Inputs

What do you need to know before rushing to reconfigure campaigns?

That if the target audience was initially chosen incorrectly, then this is the main reason for the lack of orders. Conversion in different niches implies different targeted actions:

  • subscription to newsletter;
  • request for price;
  • filling out a callback form or leaving an application;
  • item made through the shopping cart;
  • click on the banner.

Advertising components:

  1. ad;
  2. the page of the site to which the ad redirects;
  3. your USP.

Further, the sales manager is involved in the work, if the buying process implies this.

The scheme of user interaction with advertising:

  1. Google query;
  2. organic SERP + advertisements;
  3. click on the ad and go to the website;
  4. filling out the form or call (communication with the manager);
  5. confirmation and payment of the order.

Not every visitor will click on the ad, fill out an application and pay for the order. Some of the interested users will disappear at each stage.

The purpose of the ad is to attract the attention of the target user, bring them to the site and familiarize them with the offer. If the ad attracts, the visitor clicks on it and goes to the landing.

The purpose of the website is to close possible objections, engage the visitor in page views and push them towards conversion.

The purpose of the USP is to strengthen the landing and convince the visitor to leave an application.

Then the latent mechanism of internal persuasion of the need to purchase and deferred demand comes into play. Therefore, advertising is a primary interest, then the user works with the website. It is on these visitors that dynamic remarketing is guided later.

Clicks and sessions are different actions of users on the website

Click — visitor click on ad. 

Session — time of user interaction with the page.

Clicks are tracked by Google Ads, and user sessions are tracked by Google Analytics. What the Help writes about this:

If, within 30 minutes, a user clicks on your ad twice without closing their browser. Analytics counts it as one session, even if the visitor leaves the website and then returns to it again. For example, if a user clicks on an ad, then clicks the back button, and then clicks on the ad again, Google Ads will see two clicks and Analytics one session.

*Advertising is not responsible for guaranteed order execution.

Let’s see at what step of the sales funnel the visitor has difficulties and what does not work in the proposed sales scheme.

2. Reasons for the lack of orders

There are clicks with no orders. The first common mistake of a lack of leads is an inoperative form of communication.

Before you panic, you should conduct an express audit of the advertising campaign and check:

  • Does your application form work at all?.

To do this, you need to fill it in yourself and see if it arrives at the base. Or check Webvisor (report in Yandex.Metrica), where user behavior on the site is demonstrated in video format.

In addition, there are niches where it will be more convenient for visitors to call, rather than leave an application on the website. Then you should enable dynamic call tracking. The system will track the sources of incoming calls (why this is important, read the article Why you need to use Calltracking, GTM, E-commerce block).

  • Product.

What we study: to whom it is sold and what problems it solves – so precisely we deduce the target audience, so as not to spray the budget.
Solution – we analyze the audience, cluster semantics and create USP for each user need.

*This strategy does not apply to online stores.

  • Is the business right for the context?

What we take into account: the number of competitors, the average purchase order.
Niches with high competition and low margins will not recoup the costs on the context.
It is also possible that low conversion rates in your niche are the norm.

  • Competitors.

If you have the same product with your competitors, then users will prefer a better offer, i.e. the lowest price.

Your solution in this case is to find additional value for the product. For example, offer convenient delivery, or hassle-free payment methods, or prompt service (when the manager calls back within 30 minutes after receiving the application, and not during the day).

  • USP and landing page.

What we are looking at: is there a call to action on the 1st screen, how the USP is implemented. You need to monitor competitors daily – track their descriptions.

  • Method of purchasing goods.

What we define: it is a large and/or expensive product or a product with a complex decision-making process that customers prefer to buy offline. And before that – go to a store or TM representative office and test the product in person.

For example:

  • b2c: large household appliances, plumbing, materials for repairs, cars, real estate.

In real life, such products are usually perceived better.

  • b2b: software, services.

The more expensive the product, the more touchpoints with the website, and the longer the purchase process (see the “Quick statistics” report – by weeks, months, we also determine the seasonality there).

Also, consider the likelihood of deferred demand and, again, don’t forget about seasonality.

Users who viewed your website today may become buyers in a few days – after thinking about the offer. You will get these associated conversions (see the “Associated conversions” report).
If the decision to purchase requires reflection, then the buyer will have to catch up with advertising for a long time.

clicks with no orders Associated conversions report

Fig. 1 — Associated conversions report

Points to remember: Google Ads will automatically filter clicks (which you won’t pay for) – this can also lead to discrepancies between Google Ads and Analytics reports. Since the analytics records all sessions, including short-term.
Advertising takes them into account and deletes invalid clicks.

What other main reasons for the absence of applications, we will analyze in clause 2.1.

2.1 Semantics of the project

What – a report on search phrases by which users visit the website.
Where – in the new Google Ads interface “Mark the URL that people click through from my ad”.

There are clicks with no orders

Fig. 2 — Item “Mark the URL that people follow from my ad”

Next – “Traffic sources” – “Search queries”.

Work through the assembled semantic core for the subject:

  • key frequencies (remove zero);
  • relevance of queries;
  • a real opportunity to write a good ad for each key and check each.

If an ad is shown for non-targeted queries, then it not only wastes the budget, but also lowers the CTR, thereby lowering the ad’s ranking.

Solution — clean up queries and remove non-targeted of above.

2.2 Promotional promise

If the website is visited for relevant search queries, i.e. there are clicks, but there are no applications, it is likely that the matter is in the ad text and its relevance. One of the reasons is that there are many ads and it is created according to a template, covering a variety of queries. Moreover, each one links to the same page.

Things to consider in writing ads:

  • negative keywords
  • operator “+”.

Solution – check the value of the Bounce rate (“Performance maps” report). And then create your own page for each large ad group with similar queries.

You can use the substitution of content depending on the queries (multi-landing functionality).
If the Bounce rate exceeds 70%, then, most likely, the ad did not meet the expectations on the website (the user was not satisfied with the price of the product, the range of TM, the delivery terms in the offer are one, but in fact it is different).
It is also possible the option of an incorrectly configured landing page – the link leads to the Main page, and not the page of a specific product from the ad.

2.3 Website or Landing page


  • the user lands on a poorly designed product page (including outdated website design);
  • either to a non-existent page (the old URL is specified);
  • either to a page that does not contain the requested keywords.

There are clicks with no orders poorly designed landing page

Fig. 3 — Example of a poorly designed landing page

What’s wrong with this web studio site?

  • outdated design;
  • the CTA buttons are not immediately noticeable at a quick survey;
  • wishy-washy SEO text.

What else problems can we have:

  • CTA buttons and registration form.

Should be clear and immediately visible on the website, contain calls to action + a possible bonus (“Subscribe” and we will send you a checklist to check your AC, “Leave an application” and we will call you back within 15 minutes, “Order now” and get free shipping, etc.).

  • Content.

Product photos/videos, specifications, delivery terms, reviews, etc. are available for viewing immediately on the first screen, without long scrolling.

There are clicks with no orders Example of a poorly designed landing

Fig. 4 — Example of a poorly designed landing

I entered a query, clicked on the ad, and got to such a landing.

What’s wrong with it?

  • Delivery.

Delivery information in Kiev (this is important!) Is located in the header of the page by default. If I live in Kiev, this is ok – the book will be delivered to me on the day of order. How many days do I have to wait if I am from the region?

If I’m being picky, then the block with the data “Category, Article, Series” is not interesting to me as a buyer.

I’m interested in:

  • type of paper;
  • book format;
  • copy weight;
  • type of binding;
  • number of pages;
  • publishing house.

These data are posted below. Why not swap these 2 blocks?

And also add a photo of the first pages of the copy. The action will also solve the problem by the type of paper.

  • page navigation.

We remember about heat maps, Z and F-pattern of screen viewing and a convenient Search menu.

You can download the Page Analytics extension for Chrome, which builds maps of user interaction with the page. Or Webvisor – we look at how the visitor behaves, how he views the website and loads pages, and at what stage of ordering problems arise.

  • mobile version.

If it is inconvenient to use it, then the bounce rate will be high.
In the case where the share of mobile applications is small, you can reduce bids for impressions on mobile devices, and in the meantime, improve the adaptability of the version for mobile.
User behavior on mobile is also tracked through Webvisor.

mobile SERP

Fig. 5 — Example of landing pages in mobile SERP

What’s wrong with these websites?

In the first case, the text and photo on the screen cannot be seen or read – the impression is that the version for the PC was simply compressed a little and received a mobile version of viewing pages.

In the second – 2 incomprehensible fields (pink and black), what information they contain is unknown, since there is no subheading on the 1st screen. And there are few people who want to scroll further.

2.4 Regions where the cost of the application and orders are unprofitable for the project

You need to interact with CRM to identify ineffective regions.
“Location” menu – “Geographic performance” report.

Google ads performance report

Fig. 6 — “Geographic performance” report

This also includes cases when advertising is transferred from regions where there is no branch or partners that represent you, or from regions to which delivery is not carried out – ads are shown, the budget is spent but there is no sense.

Solution — exclude these locations from geo-targeting ads.

2.5 Ad display schedule

Time intervals in which applications do not arrive (or there are few of them) are disabled.

It is advisable to compare Analytics data with indicators in CRM to determine.

What do you need to do:

  • install Google Analytics on the website;
  • set up target tracking (micro and macro conversions). After all, if they are not configured, how do you track the effectiveness of your ad?;
  • install e-commerce block;
  • connect dynamic Call-Tracking and integrate it with CRM;
  • link Google Analytics and Google Ads;
  • implement CRM and link to Analytics.

Conclusion – lower rates per click in unpopular periods of time.

Optimize the start and end times of the campaign. For example, if the number of applications starts to grow after 19, then it is more logical to either extend the work of the manager who processes orders, or introduce a shift work schedule, or personally communicate with clients.

2.6 Devices

We adjust bids according to the contribution of each device to the return on advertising (more conversions – higher CPC to take the lead in search results).
And devices from which there are many clicks, but no hits, it is better to exclude from the display.

Блог клики звонки

Fig. 7 — Devices to exclude from impression

If everything is ok with these points, then we check how the sales department works with the client – whether the managers are able to conduct long transactions.

How to check it: compare the number of applications with the number of placed orders.
What you need to know in addition: the number of clients who reach the deal.


What is needed for effective work of contextual advertising?

Correct setting of web analytics: precisely designated target audience, relevant queries, display regions, website usability, competitor analysis, optimization of AC budgets and analysis of results.

Applications are influenced by many factors: from the convenience of landing to the availability of examples of work on the website. Therefore, there is no growth in the project without regular analysis of the AC results and correction of growth errors. See which stages of the sales funnel are challenging for users and work to improve them.

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