Check your ad copy
What was good 24 months ago might not be now. The competitive landscape of Google Ads changes on a monthly basis. Keep up or you’ll get left behind. It’s possible your competitors are copying your ad text. It’s also possible your headlines are no longer relevant, and now your ads are just blending into the background. Review all your ad copy and make sure it’s engaging and targeted.
Review your impression share
How has your impression share changed? Six months ago you might have been enjoying a 60% impression share. Now, with newcomers to the auction, you find yourself slipping down to a fraction of this figure. Something has changed. Is it your quality score? Is it your ad copy? Perhaps the competitive landscape has changed completely and you need to refocus your strategy.
Optimise your landing pages
If you are directing ads to specific landing pages you also need to ensure they are optimised for the correct keywords and experience, or your quality score will suffer. Test some new landing pages to see if you can increase impressions and conversions.
Consider more budget
It’s possible you’re being outbid and you’re not allocating enough budget. It’s a tough pill to swallow but it can happen very quickly with Google Ads. Providing you have considered all of the above points first, pick a campaign and test it with a higher budget for the next month.
Restructure your campaign
If you’ve exhausted all of the above options, it could be time to start from scratch again or try a new strategy and approach. Try going back to the beginning of your marketing objectives. Who is your target audience? What problem are you trying to solve? What are your USPs and what will make you stand out from the crowd? Ensure your ads are very specific and targeted and you’re using the right keyword match types.