joined:Nov 5, 2008
I am seeing a disturbing drop in performance across most of the metrics that I'm watching for a few brand campaigns. And I'm having trouble coming up with a plausible explanation or ideas on how to bring them back up. Hoping someone out there might have seen something similar or has some ideas on what might be going on.
I'm spending more money on brand YOY, and although impressions are up, CTR is down. I am actively testing ads and selecting the ones that perform better for both CTR and conversion, so it's possible that the ads are simply not as effective compared to last year, but theoretically they should be better than the previous ones.
I wouldn't be particularly worried if the CTR was down, but my ROAS is down as well. So, I'm not getting as much interest in my ads AND the people who are clicking are less likely to convert.
A lower ROAS could reflect less qualified traffic, but I'm seeing this in exact match brand for multiple brands with fairly unique names. I'm not sure how to get more qualified than that, or why that population would be less likely to convert, but it's a trend that's continued for a few months now in spite of my best efforts.
It's possible that we have less inventory to sell, but I don't think that's it. And while that would explain a lower ROAS, it doesn't explain the lower CTR.
What are other people seeing in your brand campaigns?
Any ideas on a better way to think about this or what I might try to bring the performance back up?