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Have Issues understanding why my google ads perform so vastly different each weak
Hey,
I set up a google ads campaign about 8 months ago for our local business. We have a lot of competition in the city, the competitor overview gives me around 8 different ones. Keywords for our kind of business are very very limited as most customers who look for our kind of service through google always use the same few keywords.
I initially started out with around 30€/day which is obviously not a lot but seemed to work just fine. After letting the campaign collect enough data over 2 months, we switched to maximise conversions. We were rather successful and had on average 1-3 conversions a day. Looking at the competitor chart, we were always in second place when it comes to impression share, which is probably due to number one spending vastly more money on their ads. We upped the budget consistently up to around 80€/day over the last months.
First our conversions were rising always, but around 1 1/2 months ago, they dropped significantly, with no real reason for this change in the data. I suspected google was showing us false data for interaction and website views. So 1 month ago I checked and weirdly google analytics stopped recording data and also our cookie banner implementation showed us traffic was cut by 70%, all while google ads was still showing the same amount of traffic. I reconnected everything and made some changes in the google tag manager, changed some exact match keywords and even reduced the ad spend to 60€/day because I felt google ads was burning my money away for no reason.
Not even a day later our conversions shot up to 10-12 /day and all the traffic as well.
The competitor overview weirdly did not show much changes. Even weirder to me, we always seem to be last when it comes to top of page rate, which I understand is not the most important, but how can be always be last between around 7 competitors?
Then again this rise in conversions only lasted for about 3 days and now It is back to around 3 per day. I just would like to understand. Is google ads literally scamming us or am I doing something completely wrong?
I even optimized our ads throughout and also the landing pages.
Any tips are welcome and sorry for the confusing structure, I m not good at writing coherent long form texts.
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1 Reply
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Stop blaming Google or any other platform you are using. You really think they are scamming advertisers and been doing so for 22 years? It’s an algorithm and acts according to its programming.
You are last among your competitors because your campaign is poor compared to them. What is your quality score?
Whenever you make a change, you are resetting the parameters. The algo then does what it was told to do, I suspect showing your ads more often near the top, just to gather information to determine your quality. Since more people click the top ads and tend to buy more often from them, that’s the reason you get good results at first (conversion rate and other metrics) before it figures out your ads are poor and really deserve to be lower. So your relative CTR goes down and so does your conversion rate.
You need to know and understand what your customers want but more importantly, need, and entice them to click your ads. That’s the first part, the next convincing them even more on your landing page. Work on one thing at a time, changing a bunch of things is simply confusing and not knowing what the issue is and you may make things worse.
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