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Leads dropped off randomly. How to improve impression share?
I run 3 targeted phrase match campaigns for targetted keywords each with targetted landing pages. We did a revamp to our conversion tracking about 3 months ago and we have been doing great.
All of a sudden the last 1.5 weeks have been dead with no calls and limited form conversions. I am seeing our impression share for one of our most anticitpated campaigns is at about 27% with a top of page rate around 74%.
On one of the campaigns we have a big budget but less than a 10% impression share with an 80% top of page rate with literally no conversions. This campaign did really well before I created a lower Target CPA bid strategy. This one is hyper targetted.
The industry has some big players that come in and out of broad campaigns and we have a far higher end offering and superior product that converts when leads see our ad.
Would raising my budget and target CPA bid strategy help improve this? Should I bite the bullet and raise CPA and would that make a difference in impression share i.e. conversions? Thanks for any insight or help!
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1 Reply
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Nobody can give you an answer without seeing your account. You are talking about search impression share but you didn’t say by how much it dropped period over period. What makes you even think it’s a search impression share issue? It could be anything really.
My advice is to compare the last 10 days with the previous 10 days at the campaign/ad group/keyword level. Isolate the element that saw an unusual drop in spend/clicks/conversions, and take it from there.
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Review your ad campaigns and landing pages to ensure they are relevant, compelling, and aligned with your target audience. Make sure your targeting parameters are set accurately to reach the right people.
Also consider testing different ad variations, adjusting your bidding strategy, and optimizing your keywords to improve your ad performance – Keyword research tools like [Surfer](https://surferseo.com/), Ahrefs, SEMrush could be useful here.
Finally, analyze your website’s user experience, load speed, and conversion funnel to identify any potential issues that might be hindering lead generation.
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