-
Sudden Google Ads Anomalies
My campaign holds a constant average every month. Suddenly for one month conversions skyrockets to 4x the average, then the next month drops to half the average and suddenly has "low search volume".
- No major changes were made to the campaign.
- No change in budget.
Anybody experience this?
-
1 Reply
-
User behavior changes. When you say “4x”, what volume are we talking about? There’s a major difference between having 5 conversions on average compared to having 500 conversions on average. Judging from “low search volume”, I’d assume that your campaign does not have a high amount of traffic in general. It might just be sample variance.
-
Could be a lot of things.
Seasonality? Trend dying? Competitor came in?
-
I would check auction insights and Google Trends to see whether there has been a change in competition or demand.
I would also check whether there are changes you’re not aware of being implemented such as auto-apply recommendations in your account or Google automatically generating creatives or other assets.
-
In these cases you should look at the macro environment for your product. Check out google trends, keyword search volume and overall competitors numbers as well.
-
Are you updating your creative? It could be that your audience is getting familiar with it or someone new is standing out more. Campaigns can wear out.
Also I find that Google campaigns in the last week of the month can get a bit unpredictable as they try to spend all the money.
Log in to reply.