Can't figure it out

new campaigns, 1/3 the conversion rate

[gmac17]

I started at a new company and took over all the online marketing.

Their original Yahoo PPC included basically one ad group per campaign, so I started completely over with new campaigns. Instead of having ten campaigns with one adgroup each, I created two campaigns with 10 ad groups each.

For some reason though, the site conversion rate has gone from .90% to .32%. Keywords are the same - but I tightened them up a bit (ie, instead of one ad group for "car stereos" i created one for "car stereo", one for "car stereos" (probably too much but it shouldn't matter.)

Landing pages are the same.

Match type is the same (standard).

Ads are largely the same though not exact.

My google conversion rate hasn't changes, so I know it isn't the site.

What am I missing?

Thanks