Source record
Google Ads optimization breaks down when campaigns chase made-up conversion values or page-click events instead of real form submissions.
Here's a Google Ads order that I just completed for a new client of mine this client is an attorney that specializes in deceased estates in South Africa if we take a look at their kind, the first major issue that I see is that they are tracking something called a conversion value now I've spoken to this client and they don't have a C R M which means that this conversion value is just totally made up and imaginative.
If we look under the P Max campaign that is chasing after this conversion value, obviously it doesn't make sense obviously it's not gonna work if we go under goals and conversions which I always look at I can see straight away that there's a major problem No.
1 like I said earlier, that conversion value is just imaginative and just doesn't make any sense but never mind that the contact forms that they are chasing after, if you dig deep under what they're actually showing is people that are clicking on the Contact Us page, they're not actually tracking people that have converted the contact forms again, this is a major problem.
If we start looking in the campaigns, when we look under that search campaign, the first issue like we've seen so many times at that they are using something called search and display select a big rule and we've mentioned this again searches for search displays, display and you don't mix the two again the second thing over there, We can see that they're chasing conversions which are not set up correctly, which means it's not gonna work. If we look under ad groups, they've got three broad ad groups.
And then under keywords, you can see the majority of them are just broad match keywords.
As we've said so many times, broad match keywords are for Google's benefit. All they're gonna do is collect useless clicks for you and you're just gonna waste your money. If we look under the search terms for the search campaign, like I said, you can see that the search terms are just showing us useless clicks.
They're giving us competitors.
They're showing names for people that offer free services. They're looking for people that are just lawyers that don't offer the services that they do. And literally this company is just throwing money down the drain.
The next campaign that they have is a P Max campaign.
Like we've said, in majority of cases, P Max campaigns are not for lead gen services. It just is not made for that product. If we look under where the P Max has been shown, you can see it's arbitrarily showing on a variety of different places.
It's showing under discover, it's showing in Gmail, it's showing on the display network, thank god it's showing on the search as well.
But as you can see, the way that the flows are showing, it's really not working well. If we look under the search terms like With the different search campaign, the search terms mostly are irrelevant. This is quite a easy campaign to fix up, but just goes to show you if you don't know what you're doing or if you've got a Google rep fixing up this Google Ads campaign for you, you are never gonna win.
If you want to Google Ads audit, you can mail me at info at topclick dot c o dot z a.
Google Ads optimization breaks down when campaigns chase made-up conversion values or page-click events instead of real form submissions.
Audit conversion goals before judging campaign performance: confirm that forms, calls, or qualified leads are tracked correctly before optimizing bidding or campaign structure.
This source is connected to Conversion Tracking.
the contact forms that they are chasing after, if you dig deep under what they're actually showing is people that are clicking on the Contact Us page, they're not actually tracking people that have converted the contact forms again, this is a major problem.