Inconsistent Conversion Rate in Adwords

Discussion in 'Google AdWords' started by Marcus Thompson, Aug 25, 2014.

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  1. #1
    Hi:


    We are in the diet industry and our websites conversion rate is up and down on Adwords. It is extremely inconsistent. One day we can convert at 4%, next day it could be at 0.5%. Can someone please explain the reasons behind this? Is there anyone here experiencing the same issue?


    Thanks,


    M
     
    Marcus Thompson, Aug 25, 2014 IP
  2. Fer0

    Fer0 Active Member

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    #2
    Did you try to do A/B testing? Or maybe you target specific niche and you get low number of searches.
    Do you get lower conversion % only, or you get lower number of clicks/visits that day?
    Does this lower conversion rate correlates with lower conversion from other sources (organic, social, direct)?
     
    Fer0, Aug 26, 2014 IP
  3. Marcus Thompson

    Marcus Thompson Greenhorn

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    #3
    Thanks Fer0 for your response. I really appreciate it.


    Just a few more info re: our campaigns:

    *Visitor volume: We get 700 clicks/day through adwords

    *Clicks and CTR: They remain very consistent on a daily basis, as in Monday stays about the same, Tuesday about the same, etc. The conversion rates vary significantly, though sales are usually later at night (after work).

    *Days experiencing the issue: It's all over the place. One Monday, it could convert at 4%, then the next monday could be at 0.5%, then the following Monday could be at 2%. There are no specific days that are better than others. It's been highly unpredictable and it’s impossible to determine which days are going to convert better. We spend about 2k/daily and with this spend, it’s very inconsistent and proving very risky. We have plenty of data as we spend a decent amount of $ but we just cannot see any real kind of pattern in the data. We just want to figure out why it's so inconsistent.

    *A/B testing: At the moment, we are running two adwords ads. We split test ads every couple of weeks. We pause ads after we split test and find a winner - then we pause the loser. We are always managing the campaigns to cut out keywords that aren't performing etc but we never pause the actual campaign.

    We split test landers probably every couple of weeks or so but our tests can run for weeks before we get a statistically valid split test result and during this time, our conversions are very unpredictable. At the moment we are running our winner for the last 3 weeks and results are still highly unpredictable.
     
    Marcus Thompson, Sep 1, 2014 IP