Why is advertising through AdWords so much less effective than direct advertising?

Question

Google Ads

Example 1: advertising on a popular site, a link in the header for three days for 15,000 rubles, the result: about a thousand regular users.
Example 2: advertising in groups in social networks, in the amount of about 500 rubles, result: 50-70 users.
Example 3: advertising through AdWords Express, 5000r, several dozen clicks, not a single registration.
Example 4: advertising through AdWords, a specific platform for advertising is indicated, 1500 rubles, no registration.
What is the reason for this? There are clicks here and there, and the conversion is so different.

Answer 1

Perhaps the content of the advertisement is different. Maybe the text on the banner in the header of the site is more tempting than the text of the ad. And it may also be that the same ad format has become familiar on different sites and people pay less attention to it than to a banner. Or less trust him.

Answer 2

Not all traffic channels are equally useful. All of them need to be constantly tested, segmented by audience, time. Refuse some, test again after a while. Perhaps such a difference in the specifics of the product or its target audience. This also happens: the context does not enter at all, and trusted native or public placements shoot ROI 100500%.

Answer 3

Perhaps the context is simply not your topic, or test it differently.

Answer 4

Did you advertise through search or through display networks?
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