My Clickthrough Rate Is Improving, Why Aren’t My Conversions Increasing?
February 23, 2012
Scenario: you’ve watched your account’s clickthrough rate steadily increase over the past few months, but you’re not seeing an increase in conversions. Seems illogical, right? More clicks should mean more conversions?!?! As I’m sure you already know by now, your account metrics don’t always follow a domino effect; sometimes a seeming improvement in one area of your account doesn’t have the effect you think it should. (I’m sure you’ve all read Dave’s post from earlier this month on improving your clickthrough rate…)
So, why wouldn’t your conversions increase as your clickthrough rate improves? The first place to start your investigative work should be your landing pages. If you’re bringing more people to your landing pages, but they’re not converting, than perhaps some enhancements to your page could help. Or, maybe you just need to review your landing pages. Perhaps you have another landing page that is more relevant to a specific ad. Also, this may go without saying, but if you’re working on your landing pages with someone else, i.e. a separate marketing entity, or a third party, make sure there have been no inadvertent changes to your pages. We’ve all been there, something gets changed on a page that we don’t know about and suddenly it’s an entirely different ballgame in terms of its relevancy to our ads. A quick page survey or question to someone else can save you a lot of time unnecessarily analyzing other parts of your account.
If you’re landing page audit doesn’t turn up anything of note, try reviewing your search query report to see what terms are populating your ads. If you’re seeing a lot of terms that aren’t relevant, check your match type usage. Too many broad keywords could yield less targeted traffic. If you’ve done any keyword expansion recently, perhaps you just need to refine your list of negative keywords.
Last, but certainly not least, review your ad position and your competitive landscape. Maybe your competitors are offering a better deal and your ad has begun to show directly under theirs. People are clicking on your ad to do some comparison shopping, but they saw a better deal in the same search and aren’t converting on your site. Even if your competitor’s ads haven’t changed, if your ad position has shifted, and you’re showing in closer proximity to your competition, you could still be losing out. In many of my accounts I am able to maintain a decent conversion rate in a lower position, one that puts me on the side of the page and leaves my biggest competitors at the top. Sometimes you just need a little space. Of course, this could work the other way around too. If the competition is stacked heavily on the side of the page, try bidding for the top if you can afford it.
To recap, improving your clickthrough rate isn’t a surefire guarantee that your conversions will follow suit. I’ve seen the opposite scenario, i.e. a decrease in clickthrough rate, but an increase in conversions. So, when it’s all said and done the key to a successful account is relevancy, getting the right searchers to click on your ad and convert.
How To Analyze Time-Of-Day Performance For Luxury Products
The importance of ad schedules varies across industries, services, and products. For e-commerce companies that sell luxury goods, ad schedules are more crucial.
One Week Left to Save 25% at Hero Conf London!
You still have time to join us for Hero Conf London, 24-26 October at etc.venues St Paul's at 25% off the conference price. But time is running out.
4 Common Questions Prospects Ask Me During The Sales Process
There’s always new, hot topics and questions we get asked by prospects to see what our company’s take is, and how we go about implementing from a services perspective. Read what our most common questions are.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Mobile Price Extensions Rolling Out In AdWords
It looks like "Christmas in July" has come to Google. Recently announced price extensions are designed to help mobile marketers qualify clicks and inform prospective consumers.
[New Whitepaper!] 4 Ways To Survive PPC Campaigns for the Healthcare Market...
This whitepaper will highlight four examples of how thinking at the corners can help boost your PPC performance in the healthcare industry.
Create Visually Appealing Reports With Google Data Studio
When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You may want to explore another option - Google Data Studio.
Liveblogging 2016 DoubleClick Announcements
Today is the day we learn more about the latest DoubleClick updates. Follow along live as we share DoubleClick's announcements as well as our opinions.
The 2016 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2016.
[New Webinar with AdEspresso!] 4 Effective Strategies for Facebook Lead Gen...
In this new webinar, AdEspresso and Hanapin experts discuss four effective strategies to use Facebook Lead Gen Ads for your business.
PPC Hero Launches New Site!
We're excited to announce the launch of a brand new PPC Hero! We've redesigned the site to be more search friendly with a better navigation system and more opportunity to find the right resources quicker.
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. We’ll cover the next steps of enhancing your models and how to automate the process.
Where You Should Focus Your Facebook Brand Awareness Efforts
Learn the basic metrics to focus on when you want to build awareness on Facebook.
Google To Release New Shopping And Travel Features
Several upcoming changes to Google Shopping and travel-related ads can be expected in the near future. Read to find out more.