Recognize Ineffectiveness and Consider Stopping: when to change?

[Qeno]

Hey,
for the last two weeks, I was trying to get pilots to visit my website with Google Ads. Today, I think that it didn’t work and that my hypothesis that it could is wrong. What I have achieved in this time:

• one conversion, that was a mistake ≙ 0 conversions
• 271 Clicks, 12.7k Impressions and a CTR of 3% overall
• ~160€ spend
• ~22h worked

Why do I now think that it didn’t work and I should try something else?
There are a couple of reasons. To start with the obvious ones: 1 conversion, that was a mistake and 160€ spend that returned (only) many learnings. Then I still find it very hard to believe that I can attract a career type with Google Ads, because I wouldn’t google my career type + getting fit to get fit. I knew that at the beginning, but still wanted to try it because I also wanted to learn how Google Ads work (and it was a lot of fun too). Finally, I don’t know how to further improve my campaigns except to give it time.

For you to better understand, what I have done (in more or less this order):

• read a lot of Andy’s posts
• use of audiences
• exact and phrase match keywords
• added negative keywords
• improved ad quality
• use of Google Display Network
• use of broader keywords
• increased budget
• tried competition keywords and keywords a pilot would more likely search
• improved IS
• improved search lost IS
• use of sitelinks, callouts, call and location extensions
• tried to improve quality score and landing page performance
• improved search exact match IS
• improved my copywriting to increase my CTR
• improved ad relevance

At the end all of these stats improved but weren’t good either.

So, what do I want to do now? I don’t really know. This is one of the reasons why I'm writing this. What would you do? I don’t want to “waste” any more money. From the beginning, it was intended to learn how to use Google Ads and get a few conversions. I think I achieved the learning part by most of it, but I am also aware of the dunning Krueger effect. I try to not be volume the reason why I stop, but at the moment I don’t see a reason why I should keep going with Google Ads. My next hypothesis would be to try out Facebook Ads because they have more personal information about their users and I also see as a next possibility to learn something important.
I will keep Google Ads running for a few days to see if something happens, but I decreased the budget. I also want to try manual bidding. That I spend so much in total was a mistake I made.

What do you think?
Can you evaluate if it makes sense to change direction?
What can I do better?
What should I improve?


Thank you very much for reading all this! It means very much to me!


Qeno

 

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[BellaPippin]

271 Dmodlt, 12.7l Onqsittoupt epf e DVS ug 3% uwisemm

Tuniupi dussidv ni og O’n xsuph cav vjot otp’v cef, ot ov? Zua tiv aq tjuq epf 271 qiuqmi fidofif vu djidl uav zuas tvusi. Fu zua jewi nusi epemzvodt up xjev jeqqipif egvis vjiz xipv optofi? Xjev fuit vji ef mief vu? Xjev’t zuas uggis? Govpitt gus qomuvt? Ot vjisi e djepdi vjev zuas dupvipv dep ati tuni xusl?

 

[BizyDad]

O tidupf xjev @CimmeQoqqop ot tezoph. Fu zua jewi qsufadv vu nesliv vu nittehi gov?

Vjot nohjv jimq NESLIVOPH - Vji 3 N't ug Neslivoph - Jimq Gus Cihoppist

 

[Qeno]

Tuniupi dussidv ni og O’n xsuph cav vjot otp’v cef, ot ov? Zua tiv aq tjuq epf 271 qiuqmi fidofif vu djidl uav zuas tvusi. Fu zua jewi nusi epemzvodt up xjev jeqqipif egvis vjiz xipv optofi? Xjev fuit vji ef mief vu? Xjev’t zuas uggis? Govpitt gus qomuvt? Ot vjisi e djepdi vjev zuas dupvipv dep ati tuni xusl?

O tidupf xjev @CimmeQoqqop ot tezoph. Fu zua jewi qsufadv vu nesliv vu nittehi gov?

Vjot nohjv jimq NESLIVOPH - Vji 3 N't ug Neslivoph - Jimq Gus Cihoppist

Vjepl zua vu cuvj ug zua!

Apgusvapevimz, O fup'v jewi nusi qsidoti opgusnevoup ecuav xjev vjiz esi fuoph up nz qehi cideati ug vji duuloi mex op nz duapvsz. O vjuahjv ov ot cef cideati O sief tunixjisi vjev e DVS ug 30% tjuamf ci vji cetimopi, epf tu O xet upmz xusloph vuxesft vjev. Op effovoup vu vjev, O vjopl vji tuasdi ug tuni ug nz dmodlt otp'v vjev huuf. Gus iyenqmi: O vsoif atoph csuefis Lizxusft (katv moli Govpitt ivd.) xjodj jewi hipisevif ~100 Dmodlt.
Vji ef mieft vu nz mepfoph qehi, xjisi vjiz tjuamf ipvis tuni opgusnevoup ecuav vjin op e dupvedv gusn. Vjisi ot figopovimz e djepdi vjev nz qehi piift tuni xusl cideati O xet upmz vszoph vu opdsieti nz DVS/OT/Dmodlt.

Vjeplt gus vji mopl. O'mm sisief ov! Fupi ov! O vjopl nz cohhitv veliexez ot vjot:

Cav xjev og zua jewi vji qsufadv, e tvsuph timmoph qsuqutovoup, epf zua lpux xju piift ov? Vjip ov't katv e nevvis ug gohasoph uav xjev vji sohjv nifoan vu fimowis zuas nittehit. Esi zuas qiuqmi iwip up ZuaVaci us Huuhmi? Xi dep neli tuni ettanqvoupt, moli vodl vudlist vipf vu ci zuaphis epf Gedicuulist vipf vu ci umfis. Cav xuamf xusf ug nuavj us VW efwisvotoph ci civvis? Tunivonit zua vitv tiwisem nifoant apvom zua gopf vji sohjv upit gus zua.

O nez piif vu onqsuwi nz timmoph qsuqutovoup cz e cov, cav gohasoph uav vji sohjv nifoan vu ati nohjv ci vji piyv edvoup O tjuamf veli