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[00:00:03] all right so what do you do if you have picture-perfect Google ads campaign and it's still not performing first of all that's easily one of the most frustrating experiences that you can have as a business owner or a digital marketer if instead of done all the work and just feel like it's rock solid and for whatever reason it's not working the way that you feel should be working so first of all please keep in mind the strategies that I'm about to offer you are only applicable if you know that the settings inside of Google ads are picture-perfect so you know if there's an issue inside of Google Ads I'm about to send you down the wrong rabbit hole you don't want to climb a ladder that's propped up against the wrong wall so you know make sure things like conversion tracking zin plays proper bid settings your your campaign settings are structured properly your match types are used correctly those types of things
[00:00:47] you're not emerging money on you know traffic pockets or channels or whatever there aren't applicable but assuming that you feel like everything's relevant my search terms are ultra relevant the the click-through rate is is great my quality score is high but for whatever reason the traffic is in converting then I'm gonna give you the three tips the three secrets to troubleshooting and trying to figure out what's going on so the very first thing that we do is I use a tool a screen recording software now I like lucky orange I'm not here to pimp out lucky orange I'm not an affiliate I don't care what you use I've just been using for a while I'm really comfortable with their interface but there's a couple of them and I think that all you know pretty analogous to each other there's a true conversion hot jar I'm using like you orange here and look you're just pretty cool it shows you where people are it shows you the
[00:01:32] landing page that they came in on you'll notice we actually get a lot of organic traffic that's pretty pretty high-quality given the time on site but what I'm gonna pay attention to here let's say that we're trying to troubleshoot paid advertising campaign that for whatever reason is a poor performer I'm gonna look at other paid traffic and lucky orange is letting me know who's coming in through paid traffic via the UTM parameters and you know I come in over here and I can see somebody came in through paid traffic and they were on site for 13 minutes so that looks like you know high quality user let me click on this screen recording and see what it was that this user did you'll notice that I'm playing this to 10x speed just to save time and I can see where they go what they look at how long they stay and then I'm gonna slow down here because I want you to see they tried to click here and it didn't click through and then
[00:02:15] they tried to click wait for it here so immediately what I just was able to identify is a a potentially poor performing user experience here's a list of items that this prospect is obviously interested in they're trying to click through for more information for whatever reason the way we have this structured might lead them to believe that these are clickable links so they should be going to blogs or just a resources more information or whatever and it's not working and and so I was able to identify an issue that could potentially need to be repaired now if one prospect has that problem could just be that they're stupid just kidding but you don't I mean like not everybody's going to navigate your website the same way but what you're really looking for is is common denominators so after watching a couple of videos especially you're not converters you'll be able to identify you know something happens over
[00:03:04] and over and over again you get to see what to fix know this that I just showed you is a benign issue it was just one of the videos today where I saw an example that I could use and you might look at that and say you know what actually don't want that to open up into further information I want to keep them on this page because this is my this is my conversion page and that's perfectly fine to what you want to do is just start to look at the user experience through the lens of the user and this is the best way to do that so to give you one really good example we had a client who had a Performa campaign we had no idea why we install screen recording and what we found was they had a the CRM that they were using had embedded forms and the forms are embedded be an iframe and they were being triggered inside of a lightbox so you jump on their site you click on the button the lightbox opens and bam there's the form and for
[00:03:50] whatever reason on certain devices the embedded form was bigger than the lightbox and the user couldn't get to the submit button it was hidden and so users are actually filling out their information we were watching them do it in the recording they're filling up their information and they're not able to submit anywhere and they can't scroll down and they can't get to it just super frustrating and we're able to tell them you know hey go talk to your development team for whatever reason certain device types art you know this isn't displaying correctly to them and that's what you're looking for so if you have a poor performer campaign go look at these screen recordings because they're going to start to give you an indication as what people are doing you might find that you know I mean if somebody sitting on your website but they're trying to click through to information or you know they're bouncing
[00:04:31] too quickly or they're not getting to a certain point we had our pricing further down our page and then we looked at the heat map that left mortgage provides and found out that you know I figure if the data was it was something like 75 percent of users weren't even making it down to a pricing section which is you know we think pretty important information so we moved it higher up into our page that's another point that's probably worth bringing up looking orange heads I won't go through it all but they have heat mapping that you can look at you can start to see you know where it is it users going on your site and that sort of helps you to and it shows clicks to assume you hitters desktop traffic so extra time number one install screen recording software I think they're pretty friendly from a price perspective they've got a free version they've got a trial to let's do it is so we've got a free trial and then
[00:05:14] you know for ten bucks a month that twenty-five thousand page views ik that's not a bad shake at all and again you use the free trial decide whether or not you're gonna use this long term but if you're running a ton of paid traffic to a site I think that this is worth investing in just myself opinion again I'm not an affiliate action item number two live chat we use a company called octave chat this is actually who's on my site so if you're on our site and you see this little chat widget pop-up Olivia here works for octave chat that's not an internal employee and we do that because we don't have the resources necessary to man or woman as it were a live chat experience but if you've got those resources in-house that's great if not I recommend using a service like octave chat or or any other done-for-you services and what they do is they go through your site they compiled a list of FAQ is then they they build kind of a
[00:06:05] script for their chat agents to help answer questions but here's where I like live chat one you don't necessarily need it on the entire site if you're using it to troubleshoot a campaign I'd put it on the checkout page assuming there is one so you know for a site like mine we're on doing lead generation you might need it on the whole site but if you're doing like e-commerce for instance are you doing like membership management learning management you can put it on the very specific pages in order to determine why traffic might not be converting and it's really cool because people will tell you either they're not buying and we've had a couple of experiences with this we had one company that was doing continuing education medical space and what was really interesting about this campaign is we could get people to sign up because you had to sign up in order to see the course list but we couldn't get people to pay for the
[00:06:49] courses so we're get a ton of signups zero purchases we throw a live chat on the site and the number one question we got was is this an online course where are these online courses are they in person and what was hysterical about is we went back and looked to the website we realized oh yeah nobody was clear about you know what type of courses were offering here and they were online courses but the client just they didn't think they needed to put it it didn't occur to us either you know you make a lot of assumptions about your own business that other people might not necessarily make so as soon as we cleared up the descriptions people started purchasing courses we see this happen a lot with ecommerce sites anytime I have a poor performing ecommerce site I throw a live chat on the checkout page we're all throw a live channel on some of the product pages and you'll get questions that help you
[00:07:32] understand what it is that prospects need to know you know questions about materials or sizes or shipping policy or return policy and that's all stuff that you can bring to the forefront you get to put that straight on the page and that can help improve your conversion rate people might not be sure you know one of the questions that we got from a recent site was about a bundle they saw elements of the product inside of the images but the product was already implied and I can't tell you the product is that because it's so specific but the product was already in use you know I mean picture a cell phone case for example and the the the cell phone case was already on on a cell phone and so everybody's question was wait a minute I need to use it for my own particular use case are you sending this to me already implemented which is a really good question given what the product was so if you're having you know non convertors
[00:08:19] people not signing up for your trial throw on live chat I realize live chats tedious it's not super scalable but we're not going for scale here you know right now when you're troubleshooting you just want to figure out why stuff doesn't work so screen recording live chat number three and I'm gonna click on call tracking metrics here we use call tracking metrics you can use whatever you want the other tool out there that I think is really popular is call rail a lot of serums do call recording but make sure that there's a phone on available even if you're not really going for phone call leads because if you have a campaign that's not performing you just need lead so make sure there's a phone number available and then record those phone calls here's what's crazy is you don't even necessarily have to have somebody answering the phone now I recommend it because you're gonna have a you know better customer experience but what will
[00:09:08] happen is if you have a poor performing campaign you make a phone number readily available in the header and you let people leave messages in their messages same thing as with Live Chat they'll start to tell you whether or not by they'll ask questions you know have issues voice objections in some instances that you hadn't even thought of and now give you the opportunity to to help fix your campaign now for us waves they track and record every single phone call the paid traffic campaign catalyzers regardless of travel fitting or not and then we listen to it manually score those calls and import them into Google ads but that's the only way to keep your data squeaky-clean so you should really already be doing this if you're not going for phone call leads that's perfectly fine I totally understand this is a good way to just get in front of it and you know on that note make sure that here's maybe an
[00:09:50] additional pro tip so in addition to those three install install screen recording use live chat and then make a phone number available for a brief period of time and record those before those messages those phone calls but make sure that you're also looking at the inbound inquiries you know sometimes there's a big disassociation between sales and marketing so you have the marketing team who's running the Google Ads campaign or like oh we don't know what's going on and then the sales team is not really communicating with the marketing team make sure that you're seeing the the contact forms the the phone call recordings the chat transcripts because it could be that your campaign is performing fine and you actually have a sales problem so you know in takes not being done properly or people aren't asking questions with they should or you know there's a disassociation between what it is that you're marketing and what is it sales is
[00:10:36] saying so we'll call that a bonus tip 3 + 1 you're welcome yeah that's all I got so you know if you have a poor performing campaign that's hard to say by the way poorer performing campaign these are the three things that we recommend doing if you have any questions for me hit me in the comments and I'd actually be really interested in what you do so if you've got a campaign that doesn't work is there something I'm missing can you help improve my processes and procedures I'd be really grateful drop that in the comments too if you enjoyed the video and think that I'm providing some level of value give me a thumbs that'll make me feel good there's a little dopamine receptor inside of my brain that goes off every single time I get with if you want to get more of these we shoot them every single day so we can subscribe if you click that little bell it's going to make sure that you get notified every time I send the
[00:11:17] video live and we're trying to get to a thousand subscribers so I didn't start going live with these videos I think I'm at 322 right now and we're counting down so please be number 323 I'll be super grateful to you and otherwise thanks for watching I hope you find this to be of some level value and I'll see you tomorrow
