Hi Guys, I was able to get the CTR higher, CPC lower, cost of conversion lower, conversion rate higher and better QS compared to last years result month per month. I made the keywords more targeted having it phrase match and exact which as I expected will result on lesser impressions and clicks. The problem is the number of conversions compared from last years month per month became 30% to 40% lesser. Last year month per month the CTR is lower, CPC is way to much, poor conversion rate and very high cost per conversion but the number of conversions were a lot. All keywords have the same ad ranking compared from last year and same ads are running with some new ones. What do you think is the problem here from stopping in attaining a high number of conversions? Thanks.
If the conversions are going down, it sounds more like it's something to do with the offer/what you're selling , than anything to do with your adwords camapign, which by your own definition seems to be healthy. Maybe the offer looks out of date, there's more competition - or it's the sort of thing that's being affected by the infamous credit crunch.
Could be various reason for getting less no of conversions, like once you are targeting a particular segment with highly targeted keywords(With match type), so its obvious that you are bound to get less impression but highly qualified traffic on your website. Broad match can fetch you more impression and hence more clicks and conversions with unexpected CPA, but here you are getting less conversions but in low cost. Thus, it is like year back you were selling more products with small margins, and now getting high margins on same products being sold in less number. So where is loss!!!!!!!!!!!!!!!
So, If your CTR is higher and CPC is lower then you ads are getting more traffic at a lower price - this explains why your cost/conversion is lower. And if conversion rate is higher, your website is doing its job better of converting the traffic - which is also helping to lower your cost/conversion. The only explanation of why your total volume of conversions is lower is because you either have a smaller budget or much lower impressions and clicks. I'm guessing that by targeting your ads and using exact match you have significantly decreased the number of impression and thereby decreased the number of clicks. Try to expand your campaign and increase impressions and clicks by adding to your list of keywords.
Yes that is so true! But it will be a lot better if the number of products sold becomes more! The problem is it seems like that it is now becoming lesser and lesser each month.
I already tried a lot of keywords that has a relationship in promoting the product but it only adds up to cost, no conversions at all. So I just retained the current converting keywords and ads. I attached a part of the report for your better understanding:
That report helps - and confirms what i was suggesting. You focused your campaign making it more effective but now it has less reach. JAN 2008 you had over 4,000,000 impressions and 14,000 clicks. JAN 2009 you had only 191,000 impressions and 4,000 clicks. This situation is pretty common. You have focused your ads to an audience which is cheaper and more likely to convert - this is good for the performance of your campaign. Unfortunately this audience is smaller than your previous audience and generates fewer sales. You'll need to decide whether to expand your campaign to a less focused audience or not - You'll have to decide if you want 130 conversions costing $78 each, 50 sales costing $51.70 each, or something in-between. It would be ideal if you can identify other audiences that perform just a good - but that'll take some trial and error. You may find it useful to determine what the conversion needs to be in order to maintain a profit from your ads. Try this AdWords ROI calculator to determine what that might be. You may also want to look at Google Insights to determine any seasonal trends that may be affecting your campaign and the search volume. Good luck.
My experience with >10% CTR kw, their CR always <0.66%. May be the person who click on my ads are 60% all happy clicker.