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Google Leads Fell Off A Cliff
I work for a large publicly-0traded company. We have a high converting brand campaign which normally produces 150 leads per month. Within the last few months, leads have fallen to 30-50 leads per months.
We haven’t changed the landing page or made any significant changes. Bid strategy is Max Clicks. We also took the campaign off the Google search network, but did so to improve lead quality.
Any idea what the problem could be?
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1 Reply
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Try Target IS to 95% top of page.
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With that sort of conversion history, you might want to consider tCPA, overshooting.
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What industry/niche? Possibly seasonal?
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My campaign has nosedived to 0 impressions and I changed NOTHING.
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Whats your cpc and total budget? Did conversion rate go down or maybe number of clicks?
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Get rid of Max Clicks, it is bs. I have had the same experience before. Change it to Manual CPC and secure your positions and let the campaign find it’s legs again. When you have enough data, then change bid strategy to max.conv or max.conv.value without target CPA or ROAS.
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You took the campaigns off the Google Search Network???
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If it is not seasonal related, are your impression shares changing at all?
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Your major rivals have made aggressive pushes on your brand and intercepting your potential customers and current customers.
Brand keywords need vigilant monitoring and a different bid strategy to defend your ad visibility. Max click is a poor fit for this. Try target impression share.
Check auction insights over the last few months.
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Did this happen when you turned off Search Partners?
If so, have you checked how many leads you were getting by search partners when you were having high conversion volumes? You can do this by going into the reports editor > create a new report, then pull ad network into the rows sections and conversions to the columns sections. If SP inventory had a high contribution to lead generation, it’s natural that those conversions fell after truning it off. -
Switch it to manual cpc. Your goal in a branded campaign is to maximize visibility and not use smart bidding strategies. Place your bids so you maximize that and just leave it like that. No smart bidding strategy.
Have you looked in to the auction data? Maybe there is a new competitor that’s stealing leads. Especially then it’s important to maximize visibility and positioning.
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Did the **Target Impression Share** change drastically over the weeks/months if you segment the data for that campaign?
If there was a particular date where things suddenly fell off, did any major changes occur in that account during that period?
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