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B2B search campaign conversions have tanked
**The conversions across all our campaigns have tanked this month.**
I’ve checked the search term reports, devices, auction insights and diff in clicks across keywords but there is no negative difference. We’ve had a positive improvement though on the CTR, impression share, and the top of page rate.
Also, there have been no changes on the website and conversion tracking is properly configured. I’m not sure if I should proceed and make changes to the landing pages, but they’ve previously converted.
**Any advice would be appreciated.**
**Secondly,** I’m running 1 campaign, with 2 ad groups (2 different themes) containing exact keywords but whenever I add phrase match keywords in the ad groups, 99% of those search terms are irrelevant, my observation was that I’ve already added exact match keywords which is why the PHM keyword isn’t triggering those terms.
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1 Reply
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What bid strategy do you use? Any changes in the ads that are being shown now versus a previous period when conversions looked normal?
To your second point: phrase match is basically like broad match nowadays with the prominence of close variants so I get that there is a lot of irrelevance.
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In many cases, the irrelevant, close variant matches to phrase match must be excluded, methodically, via negative keywords as the only option to get impressions long term.
A strong negative keyword list (we often have 10-12, with 500+ phrases in them) is now just a part of the reality of Google Ads. It’s worse, often, with Microsoft ads, BTW.
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