My PPC Dashboard Looks Fine, But Sales Are Going Down

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tigerbreeze

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Hello everyone, I am new here and this is my first post. I am having a problem with one of my PPC campaigns. the clicks and CPC looking normal but the actual sales have been going down for the last couple of weeks. I checked landing page and trackings too , but still can not figure out what is causing it.
Has anyone had this similar issue where PPC number look okay btu the real results are going worse? what would you check in this case. please help me.
 
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Check if the conversion rate dropped while clicks stayed the same. Then compare recent traffic with the period when sales were good.
 
most of the time traffic and CPC stay stable while the quality of the traffic changes. you can also check for changes in competitors, offers, seasonality, or audience behavior around the time sales started dropping because this can affect it too
 
tigerbreeze said:
Hello everyone, I am new here and this is my first post. I am having a problem with one of my PPC campaigns. the clicks and CPC looking normal but the actual sales have been going down for the last couple of weeks. I checked landing page and trackings too , but still can not figure out what is causing it.
Has anyone had this similar issue where PPC number look okay btu the real results are going worse? what would you check in this case. please help me.
Click to expand...
this is something I have also come across before. If both the clicks and CPC do not change, then the difference in the search terms used by the old versus new audience should be taken into consideration.
 
If clicks and CPC are stable but sales are falling, I’d check traffic quality first. Look at search terms/placements, device and GEO changes, then compare conversion rate by week.

Sometimes the dashboard looks healthy while the traffic mix quietly gets worse.
 
Check the time between the click and the purchase. If customers usually take a few days to buy, recent sales may not fully match the latest PPC numbers yet.
 
Check your Search terms report for irrelevant keyword matches and audit your competitors' pricing, if they recently undercut you or Google is showing your ads to browsers instead of buyers, your CPC stays normal while sales bleed out.
 
Yes, this can happen. If clicks and CPC are stable but sales are dropping, I’d check conversion rate by keyword, search terms, device, location, and date range. Also compare traffic quality with previous weeks. Sometimes the PPC metrics look normal while the traffic quality or buyer intent has changed.
 
Check the campaign by day and time. If clicks are coming more during hours that normally bring fewer sales, adjust the schedule instead of changing the whole campaign.
 
1. check which / locations / placements / age / devices / keywords / started getting less traffic and which started getting more traffic, disable those with bad ROI and keep those with good ROI.

2. Keep hours when you make more sales and disable those that don't bring sales or have bad stats.

It also could be that other people started advertising same offer.
Or offer just got burned.

I could help you better if you write more info about what you advertise, on what countries, daily budget, age and etc...

But first check the 2 steps wrote above.
Good luck
 
I’d check conversion rate, search terms, traffic quality, device/geo performance, and recent account changes.
 
Check if users are still engaging after clicking, such as time on page, bounce rate, add-to-cart rate, and checkout completion rate. Sometimes the traffic is coming in normally, but user intent or conversion behavior has changed. you may need to compare your current data with the period when the campaign was performing well, this way you can see where is different...
 
CPC dont tell you if the traffic is good. I would check search terms, keyword conversion rate and device/location data first, then compare them with the period when sales were good.
 
Check your conversion tracking first, because if it’s firing incorrectly, your dashboard looks good but sales look like they’re dropping. Also, verify if your competitors are bidding higher on your exact keywords, as that can drive up CPC while lowering your ad position and conversion rate.
 
I’d first check the search terms, conversion rate by device/location, recent campaign changes, and whether traffic quality has dropped even though clicks and CPC look normal.
 
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