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Inconsistent Conversion Rate in Adwords

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

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,

 

Marcus

 

 

2 Expert replyverified_user

Re: Inconsistent Conversion Rate in Adwords

Rising Star
# 2
Rising Star
Hi Marcus,

Its pretty normal in any sort of business, SMB or multinational business there are always noticeable fluctuation in the conversion rates. What matters is you need to identify the trend related to conversions and bid accordingly to get the most out of your campaign.

Lets say you analyses your data for 6 months or so and then you can clearly difference between weekend conversion rates and weekday conversion rates. Lets assume weekend conversion rate is 4% and weekdays its 1%. So once you identify this you can choose to bid more aggressively on weekends in order to push more conversions on your campaign, may be even increase the budgets.

This is just one example I wanted to point out to you. Conversion rates will be changed and you need to change your account strategy accordingly.

Re: Inconsistent Conversion Rate in Adwords

Top Contributor
# 3
Top Contributor

Hi Marcus,

 

In addition to what Nisal said above, I would like add here that AdWords is all about experimentation and you need to come up with something new (may be in terms of offers, new ad copies with different call to actions etc...) so that you don't lose your competition in front of other advertisers.

 

Sometimes Conversion rates which you are recording doesn't completely depend upon AdWords. There are outside factors also which comes into picture like competition, 

 

In terms of AdWords as Nisal said above, you need to find out the trend that is happening in terms of your conversions per day basis or may be hourly basis. You can tweak the account accordingly. 

 

Apart from this, also make sure that your website is mobile compatible and can be easily accessed from all the devices.

 

Pankaj

Re: Inconsistent Conversion Rate in Adwords

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Thanks everyone for your responses. I really appreciate them.

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.

Thanks,

Marcus