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February Drop in Performance (Retail and Higher Education)

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# 1
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We are seeing a major drop in performance in February compared to the past year of performance, even comparing performance in the month of February for the past few years. We are seeing this in a Higher Education account that generates leads, as well as a retail account that generates online sales.

 

These are accounts that have been running for several years, and we've been able to keep performance consistent throughout that time period. Nothing is out of sorts; all ads are approved and stable, cpc's and average positions are stable. We are even generating leads at a good clip, consistent with historical performance.

 

The problem is that we aren't seeing people pull the trigger on actually enrolling in a program or making a purchase. Is anyone else seeing similar trends this month? We're trying to figure out if there's something going on in the market in general that could be keeping people from spending dollars.

 

Obviously there's a lot of political turmoil right now, which we've hypothesized could have something to do with it; however, that's not new to February, and we had great performance in January and the months prior.

 

We've also hypothesized that it could have something to do with tax returns being delayed. Is anyone experiencing anything similar?

1 Expert replyverified_user

February Drop in Performance (Retail and Higher Education)

Top Contributor
# 2
Top Contributor

What you are describing is typical to increase  competition or a new competitor showing in the targeted area. Could this be the case? In some verticals it could be "consumer mood" (e.g. rough winter, which restrains / holds  consumers from shopping...)

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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