Your campaign is tracking along merrily, then you go to check on it one day and performance has plummeted! WTF? Your heart sinks. Today was meant to be such a nice day. It's happened to the best of us so I can relate to what you're going through. In this post, I'd like to give you a few common scenarios where you might find answers.
This article is about finding the reason behind a rapid change in your performance. It does not cover poor performance overall or declining performance over several months which can have overlapping symptoms but are often quite different - (Plug) If these things are happening to you, check out our Google Ads agency services.
I typically class factors that could affect an account into three areas:
Typically, these are the factors I hope for in these situations. The easiest to fix and also explain. It means tracking has been mixed up or removed or a URL has changed. Have the conversions stopped dead on one particular day? If so, it's more likely to be a technical issue. Read on.
So I'm sincerely hoping that you've found a goal has been changed or the website has been updated and nobody decided to tell you.You get to take the afternoon off, content with your mastery of online tracking...But, if not, we must move on to the next group.
So your tracking is working fine and you're comparing performance to your other channels. You see that it's only Google Ads that has had the drop in conversions. Ok...at least this narrows down where we're going to look. Let's start with:
If there have been no major changes in Google Ads, that leaves your website - Specifically, your Google Ads landing pages and conversion pages:
Sometimes though, it's nothing you've done. Nope, not your fault at all. But perhaps, it is still your responsibility so we keep digging. The next set of factors would affect your wider business as well.
You notice that all your online channels have seen a drop in in monthly performance. It's not just Google Ads, it's across the whole freaking site, great. Be on the lookout for:
Phew, so I know I haven't covered everything. But these are the most common things I come across when trying to diagnose what's going on with an Google Ads account. Let me know what I've missed in the comments below or feel free to email me directly, I will shamelessly take your idea for my own. (Kidding). If you are thinking about your digital strategy, download our online advertising ebook. It's filled with a tonne of factors about what you should consider when thinking about your ad spend, Google Ads, Facebook and lots more.
With over 15 years of experience in search and online marketing, Kim is the Founder of Insight Online. Kim started Insight as he saw an opportunity to build an agency that focuses on business results and strong working relationships with clients.
As the face of the business, Kim will likely be your first point of contact, chatting with you about your work and what you’d like to get done. The best part of his job is meeting new people, getting to know their businesses, and making a tangible, measurable difference for them.
In his spare time, Kim loves playing disc golf, strumming a little guitar and is an avid bookworm.