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Impressions dropped – could this work?
Hi
I can see the impressions have dropped by a lot compared to earlier this year – and also compared to same period last year. We are taking a decrease of about 80%. ROAS target is evn set lower then last year, and we haven't done anything else to the PMAX campaign.
We have had some tracking issues lately, that have now been fixed with serverside tracking.
But it order to get the campaigns running – would it be an idea to drop the ROAS target quite a bit, and then hopefully get in a lot of conversations, and then build it up again to our target ROAS?
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1 Reply
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I would say that you have the right direction, but I think the context behind the conversion tracking issues and what happened there is a big player in what happened to your PMAX and how you can move forward from here.
I had a PMAX campaign that was fine for over 2 years and with one major conversion tracking error, it derailed the whole campaign. Try to get as many conversions in a short time as possible to feed the campaign the right data as well as applying a data exclusion (if you haven’t had many already applied) to see if that pushes it in the right direction.
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A bit curious here, are you only focused upon impressions and if so why?
If impressions (awareness) is your KPI have you considered using other marketing channels suited for that?
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