Mid week performance deadspot[ Edited ]
March 2013 - last edited March 2013
Good afternoon ladies and Gents...
I'd like to get a sample of opinion on an issue we are facing on one of my accounts...
I have an account that is doing very well overall but experiences a Wed/Thu dip in conversions every week far outside a normal distribution. The primary volume metrics are very close to the averages - impressions (very close), aPOS virtually the same, CTR, perhaps a 5-7% drop... conversions though drop way down - often in half, cost/conv spikes way higher - double +
These are reasonably big ticket consumer items - AOV over $150 in competitive markets, sold nationwide with no storefronts - B2C. 100K spend/month, 25000+ impressions/day.
I am jsut curious if/when others have faced this, if you had a strategy or two that you have used to boost performance, or perhaps you might have lowered CPCs to save a little bread..
Any experiences you could convey would be appreciated.
Re: Mid week performance deadspot
It's not unusual for an industry to have days where conversions are down. In fact, it's very common. It's quite possible that your "serious" buyers just don't purchase (much) during those two days.
The traffic you're seeing on those slow days may be people researching later purchases--you'd need to do experimentation to figure that out.
Just my $0.02
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