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Inconsistent Conversion Rate in Adwords

Discussion in 'Adwords' started by mthompson0931, Aug 26, 2014.

  1. mthompson0931

    mthompson0931 Newbie

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    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,

    M

     
  2. Zwielicht

    Zwielicht Moderator Staff Member Moderator Jr. VIP

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    This actually isn't too uncommon. What days are experiencing a decrease in conversions? While I don't have experience promoting diet products or services, what I would do with this information is adjust my campaign accordingly. All this might mean is your target consumer is more interested on certain days and certain hours, which isn't unusual (for example, someone promoting school supplies will most likely see more conversions between the months of June and August, which is when busy parents will make haste to buy their children new backpacks, clothes, and pencils). So in your case, run your campaigns only on the days that you receive the highest conversion rate.
     
  3. badd

    badd Regular Member

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    ^^^^ Well said.

    In addition to the above, I would incorporate the use of a tracker like prosper or CPV and track which days outperform the best and build my campaigns accordingly.
     
  4. mthompson0931

    mthompson0931 Newbie

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    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.
     
  5. Zwielicht

    Zwielicht Moderator Staff Member Moderator Jr. VIP

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    Visitor volume: Good, good.
    Clicks and CTR: If most of your sales occur later at night, I would try running my ads mostly late at night to see if that alleviates the inconsistency.
    Days: Okay, so the days that are experiencing the issue are inconsistent. This is tough considering there is no clear pattern according to you. I would just run an ad later at night in the same ad group as your current ad to see if it does any better.
    A/B Testing: It's great that you're using A/B testing, but you also shouldn't stop A/B testing just because you found a winner. Instead, once you've found that B converts better than A, do another A/B test with the winner and an "optimised" version of the winner. Set them to run evenly through the day. Just never stop testing.