conversions dropped way down but I didn't do anything. Thoughts?

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livingstonmedia

livingstonmedia

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Apr 17, 2008
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Portland, ME
www.blogaboutbeer.com
Just wondering if anyone can shed any light on something for me. I'm currently running a teeth whitening offer through adwords content network. I launched the campaign on Thursday and immediately had a whole bunch of conversions (conversion rate was right around 14%), so I was psyched. I left the campaign running and yesterday my CTR actually went UP for the day (I didn't change anything between Thursday and Friday) but I had only one conversion. Today, so far, my CTR is higher yet again but today I have zero conversions. Again, I didn't change anything about the campaign - the landing page, the offer, the ads, the keywords - literally nothing.

So, with that in mind, any idea why the conversions have plummeted in only 48 hours? My budget is tight and my keywords are pricey, so I'm only sending about 60-75 clicks/day (if that makes a difference) but even still, at 14%, it should produce 9 or 10 conversions a day. Any thoughts?

Thanks!
 


That conversion rate is ridiculously high to think you would would continue that forever. Whether or not something is wrong I don't know, but consider the following:

  • The volume of clicks isn't much so deviation in conversions is bound to be much higher
  • Is the advertiser tracking properly? Is the landing page down? Are they scrubbing?
  • Could it have something to do with the day of the week? Weekend web surfing activities tend to be different than weekday - maybe this is a trend worth noting and seeing if week to week this trend continues. Then adjust advertising with the trend in mind.
My first thought is that you're just having a random couple days but you need to keep a close eye on it and decide the above for yourself.
 
Its the weekend and its good weather. Also, with that amount of clicks its really hard to judge anything.
 
BigWill said:
Your not sending enough traffic to get anything consistant
Click to expand...

Yeah, that's more or less what I was afraid of. I was hoping conversions would be more consistent, even though they're on a small scale, or that there was something wrong that was more easily remedied (than having to do with the budget) but I'm sure you're all right.

Good call on the weekend thing, too. I might pause the campaign for tomorrow (Sunday) and give it another shot on Monday, to save myself the money and the (potentially) useless clicks.

Thanks for the advice, everyone.
 
livingstonmedia said:
Yeah, that's more or less what I was afraid of. I was hoping conversions would be more consistent, even though they're on a small scale, or that there was something wrong that was more easily remedied (than having to do with the budget) but I'm sure you're all right.

Good call on the weekend thing, too. I might pause the campaign for tomorrow (Sunday) and give it another shot on Monday, to save myself the money and the (potentially) useless clicks.

Thanks for the advice, everyone.
Click to expand...

Pausing the campaign on Sunday may be a mistake. For all you know, Sunday could be the best day for teeth whitening. You really should run it for 7 straight days to get a better read.

You also should look at what times of day you get your conversions. Maybe your campaign is only profitable certain times of the day. But again, you have to let your campaign run to get enough data.

Also, you should be tracking which sites your conversions come from and which sites your conversions DONT come from. Google Content will send your ads to different sites sometimes everyday in the beginning. This might effect conversion rates. You need to eliminate any sites that dont bring you conversions your first week or two.

Cut away all the fat, leave all the lean.

But you got to let your campaign run to get the data.

Also, you MUST track down the the site level and the daytime level. Otherwise you are shooting in the dark.
 
You can't draw any conclusions from the small number of clicks you're sending, and the short time you've been running the offer - I had a similar experience when starting to run a new campaign a couple months ago, first few weekdays conversion rates were great and then the first saturday was total shit. Its not diet/teeth/skin btw, but the principle is the same.

Two months and about 15k clicks on, and thanks to prosper I know broadly what to expect on certain days of the week and even times of the day - for me saturdays are always pretty crap, good ctr's but everyone just browses and then sundays/mondays are always good with high conversion rates. I get days of 15% conversions like yesterday, and then today 3% - it evens itself out over the week though.

Try not to panic and as trigatch said keep an eye on it over the weekend and let it run a little longer so you gather more data to base judgements on.
 
I run, tooth whitening offers and they fluctuate like anything. At times I will have 8% conversion and other days 2% only. The biggest problem I am facing is the cpc is over $2.80 which kinda pisses me off.

My advice is let it go for few days and get more clicks. Try 150 - 200 clicks per day and I am sure paying around $1.30 per click on content but you have to take a risk at times. ( i know you are in my market and I am giving you good advice but hey there is a lot of money to be made in other niches for me :))
 
Thanks, everyone! I really appreciate the honest, helpful responses. I just get a little anxious because I'm playing on borrowed money. But I am tracking and do need to be a little more patient, collect some data and then kick its ass.

Thanks, again.
 
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