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AdWords Question / Survey
300m




msg:4556546
 7:04 pm on Mar 19, 2013 (gmt 0)

Hi- I need some participation with this community to help me sample your opinions regarding something I will call AdWords Click to Sale Percentages.

If you would be so kind as to let me know what you think and what your logical answer would be, I would consider it a great favor.

Thanks!

Scenario
Lets say that you had click and sale data that spanned 8 quarters. In those 8 quarters the first 5 quarters had a PPC click to conversion rate of 1.56% with zero flux in that percentage month to month and quarter by quarter.

Then you noticed that the remaining 3 quarters had a click to conversion rate of 1.12% with zero flux in that percentage month to month and quarter by quarter.

In the time when all of this was occurring 3 major items happened.

1) A new shopping cart was implemented in quarter 6

2) PPC methodology remained consistent until it shifted in quarters 5 thru 6. After that it was reverted to the original methodology in quarters 7 and 8. Meaning we had a major change in methodology in the 5th and 6th quarters.

3) Some major web design changes were made in quarter 7 and remains today...


Of these 3 major changes what seems like the most likely culprit for a click to conversion rate decline of 28.21%?

Because i do not want to taint the results, I will keep my opinion to myself. Again, if you can please help me out by making a choice, I would consider it a great favor. I plan to take this data and throw the record counts in to a spreadsheet and present it as unbiased results.

Its always better to solicit from people who are not vested in the issue.

Thanks!

 

artek




msg:4556653
 12:19 am on Mar 20, 2013 (gmt 0)

We had similar issue with AdWords. The number of clicks form ads on the G search results pages almost doubled in the year where at the same time conversion did not go up at all.

Statistically it didn't make sense at all and we came to conclusion that the false clicks were mostly responsible for the increase of ad clicks.

You can also read about this problem here [ft.com]

RhinoFish




msg:4556860
 4:05 pm on Mar 20, 2013 (gmt 0)

No guess here, you're asking me to switch from analyzing details to guess based on aggregated mini-summaries, can't.

There could be other things that caused this, you have to dig into the details to see what has happened.

300m




msg:4556869
 4:15 pm on Mar 20, 2013 (gmt 0)

RhinoFish - you raise are good points, but lets assume the mini summaries provided are the only 3 choices. Would that make it easier for you? I know where you are coming from, I am a numbers guy and already know the answer, but was hoping that others might take a best guess. I can assure you that nothing else would cause that issue. It could only be one of the 3 items.

RhinoFish




msg:4557143
 4:12 pm on Mar 21, 2013 (gmt 0)

2 & 3 don't match the timing you've described, but 1 does.
2 switch back in Q7 and Q8 didn't fix it.
3 was too late to tank Q6.
If forced to pick, knowing nothing else, I'd pin it on 1.

But again, to form a conclusion based on just this info, is a very likely erroneous. Much more detail and analysis is needed.

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