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Very unsatisfied with my google ads performance. Help needed.
Hi, I’m an employee in a b2b consultancy company and have been running Google ads from past 4 months.
I was getting about 5-10% conversion rate on my campaign but from last 10-12 days the conversion rate fell down suddenly and I’m very disappointed. I’ve not changed – bidding, audience etc. It’s running on maximum conversion bid strategy. I’m out of clue and can’t figure out what to do.
Have you ever came across such situation? What have you done?
Any help would be much appreciated!
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7 Replies
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Hi u/bgMusik
A sudden unexplained drop in conversions is terrifying.
If you’ve not changed anything on the website the drop is likely down to a change in the traffic – either the volume or composition.
I’ve written a guide to finding the root cause of conversion rate decreases here: [https://pete-bowen.com/how-to-find-the-real-reason-conversions-dropped](https://pete-bowen.com/how-to-find-the-real-reason-conversions-dropped) (I’d copy paste it here but it’s pretty long.)
Essentially the process is to figure out what about the traffic changed. If it’s not the overall volume it’s normally a change in the distribution of clicks.
The clicks are distributed across many dimensions. They’re distributed across the keywords in your campaign. They’re distributed across the ads. They’re distributed by device, network, demographic, location, time and intent and so on.
Once you know what’s changed you can start working on reversing the changes and getting your conversion rate back up.
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Do you have a Target CPA set?
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Have you worked through change history and auction insights to rule them out?
Was it a gradual tail off or a sudden drop?
What has happened to other key metrics during this time?
Lots of possibilities. B2B is weird this month because people are changing work patterns again. It could just be a month end blip.
Start with the obvious stuff and then drill down to Keyword / Ad level looking for changes in key metrics – if literally the only thing that has changed is your CVR then check your website to make sure nothing has broken, including your tagging set up. If you rule out all the above it is probably some macro-factor outside your control.
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It’s happening the same to me. Can’t explain what’s going on.
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You can’t expect campaigns to stay the same. Obviously the place you would look is keyword competition. Compare time frames and compare. Adwords is fairly simple.
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Industry trends? Are you updated on what’s happening around the world especially things in direct relation that can affect your industry? Up and down periods are normal for businesses. PPC can’t stop an economic downturn no matter how much optimization is done.
Also. New competitor entry or a competitor just jacked the price down. Keep in touch by regularly searching for your keywords and brand names **in the ad preview tool** of your account to see whats happening with your competitiors.
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We are getting horrible conversion rates for the last month. The conv. rate has dropped by half or even more. It feels like something is definitely wrong, we were thinking about an algorithm change at the Google’s side, but you can never know.
Search console’s rates are also making interesting swings, CTR is going up and down everyday. Both these have made us think that Google is tweaking its algorithms again.
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