Over the weekend I stopped using our Google Adwords company to try and cut back some costs, I increased the spend on some of the campaigns as I was "limityed by budget" and Ive got the weirdest results. Yesterday (Monday) compared to last Monday Clicks increased from 173 to 203 Impressions increased from 1958 to 3194 CTR dropped from 8.84% to 6.39% Average Cost Per click dropped from £0.57 to £0.53 Cost Increased from £89.06 to £108.89 Average position dropped from 2.7 to 2.6 Cosat per conversion increased from £12.26 to £108.89 Coversion rate dropped from, 4.62% to 0.49% So my spends increased a lot and my impressions have soared. also my clicks have gone up (not as much as Id have expected from this increase in spend and impressions. But suprisingly the cost per conversions increased 10 times and my conversion rate has dropped massively. Is there any reason that this could happen that Im missing?
Surely not, Im onyl comparing data from one week ago. We're getting more clicks a week later but 10 times less conversion.
Don't compare just one day. It doesn't mean much, especially on just a few hundred clicks. You may also find your conversion rate go up. Those visitors yesterday may buy today or tomorrow or even next week. Some people may get paid tomorrow (first of month) and wait until they do to buy. You should compare longer periods such as week to week or month to month, taking into considerations any seasonal effects. > Clicks increased from 173 to 203 Means nothing. You did get more impressions. It was 50% more so why is that? More searches or did you make a change in your campaign. > CTR dropped from 8.84% to 6.39% Not overly concerned, especially if you added a keyword to get those extra impressions. You may have added a poor keyword. > Average position dropped from 2.7 to 2.6 This is an improvement, albeit only a slight one. A tenth of a position is nothing. You obviously maintained your position and your costs dropped too so that's good. > Coversion rate dropped from, 4.62% to 0.49% This is the only big concern with the result of higher CPS. But again, comparing too small samples. I'm more interested in knowing what happened the previous weeks, not comparing one Monday to another.
It's always better to compare more data rather than just two days. Adwords constantly gives me a large difference in %'s and costs on a daily basis, but not much of one when comparing weeks or months. Also remember that any changes in your campaign (adding keywords, changing bids, etc.) even if they're small can have a larger effect than you think.