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Drop in Conversion Rates - HELP!

Follower ✭ ☆ ☆
# 2
Follower ✭ ☆ ☆

Hello All

 

We are seeing very odd behavior across the Search and Shopping campaigns on Google - and this includes the performance of our review extensions.  

 

Measuring 7.7 through COB 7.13, versus the previous period:

  • Impressions: +1.47% (similar across search and shopping)
  • Clicks: +1.67% (similar across search and shopping)
  • CTR: +.85% (similar across search and shopping)
  • CPC: +.01 (similar across search and shopping)
  • Avg. Pos: Stable
  • Search Impression Share - Stable

This leads me to believe that it is not something that our competitors have done to offset or respond to the great gains we were experiencing.  

 

That said:

  • Overall conversion rate: -22.40%
  • Search: -24.99%
  • Shopping: -19.99%

Also -- our review extensions have been impacted - while impressions, clicks and related metrics are stable or up, conversions are down 19.21%.

 

We have confirmed that this is not a site related issue, as all other channels are stable.  Also, we are not seeing the same drops across Bing and/or Gemini.

 

Any insights or thoughts are well appreciated.

 

Thanks In Advance

Drop in Conversion Rates

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

Hello All

 

We are seeing very odd behavior across the Search and Shopping campaigns on Google - and this includes the performance of our review extensions.  

 

Measuring 7.7 through COB 7.13, versus the previous period:

  • Impressions: +1.47% (similar across search and shopping)
  • Clicks: +1.67% (similar across search and shopping)
  • CTR: +.85% (similar across search and shopping)
  • CPC: +.01 (similar across search and shopping)
  • Avg. Pos: Stable
  • Search Impression Share - Stable

This leads me to believe that it is not something that our competitors have done to offset or respond to the great gains we were experiencing.  

 

That said:

  • Overall conversion rate: -22.40%
  • Search: -24.99%
  • Shopping: -19.99%

Also -- our review extensions have been impacted - while impressions, clicks and related metrics are stable or up, conversions are down 19.21%.

 

We have confirmed that this is not a site related issue, as all other channels are stable.  Also, we are not seeing the same drops across Bing and/or Gemini.

 

Any insights or thoughts are well appreciated.

 

Thanks In Advance

Re: Drop in Conversion Rates

Follower ✭ ✭ ☆
# 3
Follower ✭ ✭ ☆
adwords wants all of your profit

Re: Drop in Conversion Rates

Participant ✭ ✭ ☆
# 4
Participant ✭ ✭ ☆
That is odd. Do you mind if I ask a few questions for additional context?

Do you use the same landing pages across all channels?
Is there any chance that there were errors with your URL transition (final URL and/or tracking template)
Are the changes consistent across all campaigns or are you able to pinpoint a drop in any campaigns and/or ad groups?
Are there any changes in your traffic by device?
Are the conversion rate drops consistent in the Search Partner network and Google search or are you seeing a greater drop in one or the other?

I'm just trying to rack my brain for all the possible reasons, so the more details the better!

Re: Drop in Conversion Rates

[ Edited ]
Follower ✭ ☆ ☆
# 5
Follower ✭ ☆ ☆

Hi Amy - thank you so much for your help.

 

Do you use the same landing pages across all channels? - landing pages may vary across channels, but the product specific ones are the same.
Is there any chance that there were errors with your URL transition (final URL and/or tracking template) Nope - we have worked closely with the Google transition team to ensure all will happen correctly - and that this account has not yet been touched
Are the changes consistent across all campaigns or are you able to pinpoint a drop in any campaigns and/or ad groups? The highest volume campaigns were the ones that took the biggest hit - but it seems fairly consistent across most contributing campaigns
Are there any changes in your traffic by device? - There is one mobile campaign here, and it did take a big hit on both conversion volume and conversion rate. This campaign is broken out separately, so we can monitor it rather easily. None of the other campaigns are opted in to the mobile network. 
Are the conversion rate drops consistent in the Search Partner network and Google search or are you seeing a greater drop in one or the other? - Our search partners volume is about 20% of overall volume. There is nothing that jumps out or that would seem to indicate a distinction across the two networks...

Re: Drop in Conversion Rates

[ Edited ]
Follower ✭ ✭ ☆
# 6
Follower ✭ ✭ ☆

did you try raising your bids significantly?

 

does your conversion code still work, or is it possible it wont trigger in approx 20% of cases? -> since drop in CR is consistan ~ 20% across, id give a deeper look into Conversion tracking / GA.