Experiencing Low conversions

Lots of clicks but low conversions

[Pendyala]

Hi All,

Recently, I was given the responsibility to manage a PPC campaign of a reasonably high profile client, I implemented all my learning from this forum. Specifically I made changes like 1)Refining Keywords 2)Re-arranging Ad groups 3)Use right product related destination URLs 4)Optimize the creatives. Of course, there is a visible increase in CTR, but no improvement in the overall performance. We started getting lots of clicks but not many coversions. Its over a month now, I feel exhausted. What am I missing? Can anybody help me.

Thanks in adavance
Pendyala

[aeiouy]

Well it could be the landing page/sales pitch of the site itself.

Otherwise I would look at the ads and make sure they are not offering/promising or implying something that is not available . Also make sure you keywords are relevant to the whole process too.

If someone searched for grapes, it does not necessarily mean they want to buy a bottle of wine. If your ad says "Get all the great grape information here", then you would likely get a lot of clicks with few conversions.

[Pendyala]

Hi aeiouy,

Thanks a lot for your insight, the site is related to gourmet food and we are using VERY relevant Keyword Destination URLs to send users to specific landing pages

And I am sure the Ads reflect the content of the landing pages,( I mean what they sell on the site).

Anyway, thanks for your advice and look forward to more thoughts on the issue:)

Thanks
Janaki

[venrooy]

Are you using any tracking software? Check your logs for words and phrases that have nothing to do with your product, and add them to your negative keyword list.

Also - If your searches are very specific, you may want to go into your campaign settings, and turn off the content network. There are a lot of useless sites in the content network that will send you bogus traffic. I keep my content network, and search network campaigns separate, so that I can better control the sites that are in my content network.

One more thing - If your site is based on conversions, then you may want to take control of your ad serving, instead of letting google do it. You do this in the "edit campaign" section, under advanced options - You change ad serving: from optimize to rotate. If you let Google optimize your ads, they will show the ads that get a better Click Thru Rate, and that is not always the ads that have better conversions. Some kind of tracking is the key to success here.