How can we help you?


Performance guide: Less conversions and more cost per conversion

Has a goal been set for the account or campaign in question?

Yes

No

 

 

Has a goal been set for the account or campaign in question? Yes 

Have you made changes to the account during the benchmarked time or right before?

Yes

No

 

Back

Has a goal been set for the account or campaign in question? No

Setting or reviewing goals should be one of your top priorities to make optimization work the way you want it to. Adsperts logic works in order to grant maximal profitability of each of your keywords. You may have different goals such as spending available budget or ensuring a stable cost-per-conversion. In order to ensure the system follows your objectives, we strongly suggest to set a goal right away and then monitor the effects of the optimization.

 

Back

Has a goal been set for the account or campaign in question? Yes 

Have you made changes to the account during the benchmarked time or right before? Yes

Changes in an account can seriously impact the account performance. Please look at the following cases and see if any of those points applies to you:

  • Keyword changes: Pausing, deleting, modifying and adding negative keywords are all regular daily SEA tasks. Please make sure that you didn't exclude any of your most important keywords or if your negatives are blocking them.
  • New keywords, ad groups or campaigns: Adding new elements to the account is another daily task. It's possible that the newly added content is significantly more expensive and is generating negative returns in your account. If this is the case, overall bid management results will be weaker than expected.
  • Ad changes: If you recently changed ads, check if they are performing better than the ones that were previously active.

If none of these cases applies to you, please contact us for further assistance.

 

Back

Has a goal been set for the account or campaign in question? Yes 

Have you made changes to the account during the benchmarked time or right before? No

External events will also impact performance and cause you to receive less conversions hence increasing the price you pay for each. Please look at the hints and check wether at least one of them applies to you:

  • Website landing page changes: Modifying the website is a normal process. What you need to make sure is that the new layout or new elements on the site perform as they are expected to and work to your benefit. If a change is introduced and it confuses the users, chances are the conversion rate of your ads will also drop. In order to verify if the website is causing performance drops evaluate other channels and see if you can observe similar trends like in AdWords
  • Conversion tracking issues: Conversion tracking may not be registering all conversions or the tracking code may be missing in some of your pages. This will also cause your campaigns to look miserable. If you switched to MCC conversion tracking, you may expect a drop in conversions as well.
  • Product offer changes: Changes in the product or conditions will affect performances as well. If you introduce shipping costs or increased prices, changes are conversion rate will drop as well.
  • Lower interest in the product: If your product is seasonal or interest in it drops, you may be entering a low-performing period.

 

Back

Have more questions? Submit a request