Background: I had a successful campaign running, generating a small amount of leads per day with a ROI that was acceptable to me. I wanted to increase volume, and I figured that the best way for me to do that without increasing my bid, would be to increase my ctr and expand on my keywords. So - I went through and deleted my campaign. I re-used 90% of the same keywords (dumping the zero impression and non performing ones), and added another 20k additonal keywords. I broke them up into much more specific ad groups, and lauched the new campaign. It's only been 3-4 days, however while my CTR has more than tripled from what it was before, thanks to the super targeted ad groups (is now approx 4%) - my impressions and leads are down. I don't understand why deleting and remaking a campaign, with the same keywords, and a new much higher CTR - would result in less impressions and thus less clicks... leads, etc. Anyone care to enlighten me? I thought that increasing the CTR would have the exact opposite effect.
First point from my side is panama is entirely working based on CTR..... so it is good to have more targeted adgroups n targeted adtexts.......... if u provide me more details i will try to figure it out.........
Sounds like you are getting less impressions but to a more specific audience. When you use keywords that are more specific, there are going to be less people searching for those keywords, so you have a less chance of an impression. At the same time your click through ratio is higher cause you targeted a more specific audience that is looking for what you are advertising. I wouldn't worry about impressions unless you are trying to create exposure instead of sales. CTR is more important for sales.
This may have not been enough time for Yahoo to approve all the ads for 20k keywords. Also, if you deleted your campaigns, I am not sure if Yahoo is like this, but Google basically says you are guilty until proven innocent. Doing this starts the clock over for your adgorups. A certain percentage of Quality Score is based on KW CTR history, and your own ads CTR history. I'm not sure if Yahoo has factored this into their ad performance equation yet. Although this doesn't really doesn't have anything to directly to do with impressions, it is generally better to not delete a whole campaign Leave in the KW that have racked up a long history and large volume of clicks. The other posters are right about impressions, the more specific an audience, the less searches, but more targeted (usually better). You also might consider that you were receiving content network conversions. If you don't know what adgroups, networks, and keywords your conversions are coming from, you should definitely put the proper tracking in place to find out.