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For the past year I've run the ads over the whole country and had pretty decent CTRs. Then with the recent AW changes the CTRs started to drop a lot which of course led to lower placement and higher costs.
So a few days ago I changed the ads to only show in the metro areas of the primary markets. Granted it's only been a few days but I'm seeing increased CTRs of 400-600% which is awesome.
Don't ask me why I didn't do this before. It just never dawned on me that it would make that big of a difference!
But on a sad note, *conversions* are still about 200% lower than last year but I'm seeing that in all campaigns. Adwords just doesn't convert like it used to :-(