AdWords is now Google Ads. Our new name reflects the full range of advertising options we offer across Search, Display, YouTube, and more. Learn more

Ads
2.1K members online now
2.1K members online now
Improve your Google Ads performance and boost your ROI, CTR, and Quality Score
Guide Me
star_border
Reply

Site Targeting: One major placement is seen big traffic drop. Why it could be?

[ Edited ]
Explorer ✭ ✭ ☆
# 1
Explorer ✭ ✭ ☆

Hi Folks,

 

This is a campaign that has been running over a year & half, and today we can say we witnessed a massive traffic drop in a single placement at a certain point. Please see picture below:

 

Capture.JPG

This placement is our biggest leads contributor so we're able to notice it really quick. And during the campaign for this whole period, there is nothing significant setting has been changed, except for the ad copy. While the timing for ad copy replacement is not quite the same time as the traffic drop, so we're pretty confident it has something to do the placement site, or Google's algorithm change.

 

Plus, the conversion rate suggests a small dip which means the ad quality still remains enough convertible.

 

One thing I could guess is the site has reduced the display ads banners so technically everyone got less impressions. But what could be the other explanation? e.g. Google think our ad quality is worse? or other competitors? How can we find out and get back to the traffic volume we used to get?

 

Thanks everyone!

 

Jason

3 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Jason Zhang
May 2016

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Top Contributor
# 8
Top Contributor
Hi Jason,

To follow Theresa advice, first check the external factors, before changing anything in the campaigns.
Once you visit the placement website, please make sure all the ad spot are still available for Google AdWords ads.

The Ad spot inventory are not controlled by Google, sometimes the website owner or Ads operation team reduce the inventory for Google AdWords ads and directly selling it with reserved media buying format.

Also, make sure that placement website is not down and its loading properly.
--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

View solution in original post

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Top Contributor
# 2
Top Contributor
Hi Jason,

Have have you created all the banners sizes ads and the text ads for display network?
cross-check which ad has traffic drop.

Regards
Archit, AdWords Top Contributor, Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer.’

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Explorer ✭ ✭ ☆
# 3
Explorer ✭ ✭ ☆
Hi Archit,

Oh yeah I missed to describe my ad creative - The ad copy is text only. We always have two text ads running and split the traffic even for A/B testing some small changes. But nothing dramatically.

Would it lead to any more clues?

Thanks!
Jason

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Participant ✭ ☆ ☆
# 4
Participant ✭ ☆ ☆

Hi Jason,


Could you please cross check your Ads Performance on Weekly basis and Download the Ads report as per below suggested steps.

 

"Then you can find out which dimensions Banner Ads & Text Ads got less impressions (in Decreasing Order) on Weekly basis from your single placement sites (Performing Placement Site)."

 

Ad Copies Report

 

  • Select the Campaign and then the Ad Group that you want or all ads
  • Select the "Ads" tab
  • Click on the black arrow (next to the search field) to download a report
  • On the options that will open, hit "Add Segment" and choose "Keyword / Placement"
  • Download your report

Please find below screenshot for download the report.

 

https://drive.google.com/file/d/0ByPz51L7FejLTmh0UkNoY1JmZWc/view?usp=sharing

 

Hour of Day Report (Cross check Avg. Pos.)

You can also cross check your hour of day report and which hour you are getting less impressions. (due to Avg. Position - then increase the position on that specific hour)

 

Competitors Budget -  Yes your competitors has increased his budget. in this case you can also increase the budget and wait for result.

 

Device Wise Report in Placement Tab

You can also select device so that you will know which device performance gone down on your performing placement site.

 

I hope as per above suggestions you will get that why you converted placement site performance going down on weekly basis.

 

Thanks,

Anand

 

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Top Contributor
# 5
Top Contributor
Have You analysed the results after increasing the bids on the placements?

Regards
Archit, AdWords Top Contributor, Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer.’

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Follower ✭ ☆ ☆
# 6
Follower ✭ ☆ ☆
Hi
Have you check Top Movers report in dimensions ,Top Movers report shows you what campaigns and ad groups saw the biggest changes
for more information , https://support.google.com/adwords/answer/2985776?hl=en

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Rising Star
# 7
Rising Star

Good morning.

 

Just to add to all the great ideas already offered, let me say that I would be very cautious about making too many campaign changes based on a single day's performance on one placement. The problem, if there is one, could be something as simple as that placement's website having been down for part of the day for some reason.

 

Having said that, it does look as though your traffic levels and results have been dropping gradually. You might consider just going that website and looking at what ads are appearing there, which is a general indicator of what's doing well on the website. You might want to change your ad messaging or adjust your bid slightly to see if you can improve your own ads' performance.


Theresa
Google AdWords Top Contributor
*~*~*~*~*~*~*~*
Marked as Best Answer.
Solution
Accepted by topic author Jason Zhang
May 2016

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Top Contributor
# 8
Top Contributor
Hi Jason,

To follow Theresa advice, first check the external factors, before changing anything in the campaigns.
Once you visit the placement website, please make sure all the ad spot are still available for Google AdWords ads.

The Ad spot inventory are not controlled by Google, sometimes the website owner or Ads operation team reduce the inventory for Google AdWords ads and directly selling it with reserved media buying format.

Also, make sure that placement website is not down and its loading properly.
--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Explorer ✭ ✭ ☆
# 9
Explorer ✭ ✭ ☆
Hi @RAKESH

Thanks for your suggestion.

This is a veryu good point - it seems we should never make a quick judgetment on display / site targeting performace too early since the external factors could be overwhelmingly influcential.

Is there any tool you use can tell how much inventory on the site for google display? Google only tell the traffic volumn in the panel but it's unnecesailry mattered if inventory is too few.

Thanks,
Jason

Re: Site Targeting: One major placement is seen big traffic drop. Why it could be?

Explorer ✭ ✭ ☆
# 10
Explorer ✭ ✭ ☆
Hi @Akram,

It would be a great idea. But it's a shame that Top movers only support 3 month data histiory, which might not apply on my campaign for last year's change.

But Thanks for the tip!

Jason