Inconsistent Conversion Rate in Adwords

by 11 replies
13
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
#ad networks (cpm/cpl, display) #adwords #conversion #inconsistent #rate
  • Conversion rate can vary in terms of the user, the site, and etc.
    Theirs just too many variables.
    Do you have any kind of tracking solution ?

    What I would do is:
    1. Spend $5,000 on testing see what works, what doesn't what people click on etc.
    2. Multiple landing pages as many as seven.
    3. Eliminate Landing Pages and Kewords that just dont work.

    I always aim for 10% or more CR with adwords.

    The key is test, test and test.

    Does your offer convert best when people are home on the weekends browsing for ways to lose weight or at work surfing the web?
    You see my point..
    • [ 1 ] Thanks
  • Are your impressions and clicks more or less consistent? Consistent to me is falling within +/-20% of a base value. If your CTR for example in a week averages 5% and your low is 4% and high 6%, that's normal. You'll get some outsiders but very rarely.

    You also need a statistically significant number of clicks or conversions, whatever it is you are measuring. Saying 0.5% or 4% means little if it's 1/200 and 8/200. It is more significant if the numbers are 20/4000 and 160/4000. It's the numerator (top number) that makes it significant, not the denominator (bottom number) and it should be at least 20.

    Don't look at daily numbers, look longer such as week. It just may be that people tend to convert on certain days in a niche. What are your Monday figures compared to Saturday ones and other days of the week?

    Whatever it is, it is not Adwords fault. Also be aware that conversion numbers are the last ones to be updated, sometimes up to 24 hours. Not to mention that a click can result in a conversion up to 30 days later and will show on the date of the click. Longer than 30 days, you may still get conversions from clicks but the data won't be recorded. So if people are slow to convert in a niche, you have to keep that in mind and not fret that the conversion rate was low yesterday.
    • [ 1 ] Thanks
  • This is most likely because your campaigns are not optimised well. There are plenty of things you can do in order to have consistent conversion rates and increasing ROI - optimise ads, devices, search partners, pause non-converting keywords, exclude misspellings, etc... All these + many more will affect your campaigns positively. However keep in mind that fluctuations are common in every business and you can't expect that the conversion rate will stay the same forever.

    Hope that helps!

    Svetlin
  • I am going to assume you aren't doing a significant amount of volume per day to look at daily conversion rates. This means either get more traffic per day, or stop looking at daily conversion rates and look at weekly or monthly rates only.
  • are you running those ads consistently or you are pausing them up and then restarting them way too many times through out the week?

    It might cause such issue as a friend of mine was just facing this..
    • [1] reply
    • 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.

      Thanks,
      M
  • till now i always thought Adword would definitely be the most consistent source to pull conversions day in and day out, it's really sad to know it has this much ups and down!
  • How long have you been running the campaigns?
    • [1] reply
    • Hi ChrisBa, we have been running it for about 3 years. The first couple of years, it was very consistent. We knew if we spent X dollars, we'd get around X conversions and around X revenue. It was all very consistent. These days we might spent $3,000 and get $500 revenue, the next day we might spend $3,000 and get $4,000 revenue. It is just never consistent and highly unpredictable. It is up down - up down.
  • is this happening every single day, weeks after weeks? I'd be seriously concerned if it was..
    • [1] reply
    • Hi FannieLaine, yes, it is happening everyday.We never know what is going to happen in terms of ROI/conversion rate day to day.
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    Inconsistent Conversion Rate in Adwords

    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?