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Top of the page rate
Hi, so our Google Ads specialist is in hospital, and I had to step in to cover. My experience with Google Ads is limited – I manage our High Level Account and have always been the Meta person.
Background:
I work for a trade company that does lead generation in a local area.So far, I'm actually doing quite well as I’ve increased our conversions, but I’ve noticed our top-of-the-page rate has dropped.
We use maximise conversions at £20 per area with around four ad groups per campaign. It’s a trade, so it's per type of product – awnings, front doors, etc.
How can I increase the top-of-the-page rate without increasing the budgets? Our ad quality was average, and I’ve updated it to excellent with dynamic. We use a mix of broad match and phrase match keywords.
I’ve also noticed the algorithm doesn’t use call extensions as much.
Please help a girl out.
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5 Replies
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If you are hitting your conversion targets don’t screw around with trying to influence secondary metrics.
Top of page rate is helpful to understand how often you are showing in the top pack, but it’s less important in conversion-based bidding because those algorithms are going to bid lower for searches it deems as unqualified (so low top of page) and then bid up quite a bit for ones that it thinks will convert. It’s not uncommon for top of page rate to drop quite a bit on conversion-based bidding but still drive equal (or higher) conversion volume.
If your conversion volume / cost/conv are not where you need it to be, then start looking into it. Higher bids, better negative keywords, search term culling, etc. are all ways to get it higher.
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“Im actually doing quite well as I’ve increased our conversions”
That’s where this post should end. If your changes are increasing total sales and conversions, you’re doing fine. Don’t change things to influence vanity metrics. This is a tool to increase sales for your business and if it is doing exactly that, no need to change things around.
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All the other metrics are noise.
Your main KPI are the ones that matter.
The other metrics will fluctuate, and take into your account your bids, so therefore not painting a true reflection of efficient your ads are.
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Just let it be while he’s out. You can only make things worst.
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you should be let it be for some time
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