Digital Advertising

last person joined: 14 hours ago 

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Google Ads drop off

  • 1.  Google Ads drop off

    Posted 14 days ago
    Hi all - we've had a really steep drop off in the impressions/clicks of one of our Google Ad campaigns recently, down from thousands of clicks a month to hundreds after several years of it being really steady. The CTR is still good (has actually improved a little). The drop off started around September, and we hadn't made any changes to that campaign around that time. I'm wondering if there was some sort of algorithmic change that might be creating this effect? Or maybe we're just getting outbid?

    Any other ideas on what's going on would be much appreciated!

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    Chris Miller
    Washington, DC
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    2020 Nonprofit Technology Conference Logo  w/ Baltimore Skyline


  • 2.  RE: Google Ads drop off

    Posted 13 days ago
    One of the most common reasons for a big drop in impressions is increased competition.

    Check your stats for last year: is this a seasonal drop? Could other nonprofits starting their end of year advertising campaigns have caused this?

    Select as the time period the last couple of years. Switch to viewing by month. On the graph, choose the Search Impression Share metric. Has this dropped substantially lately? Has it done this before? While you're there, check a few of the other competitive metrics, and the conversion rate.

    Check the geographical report: were all countries affected equally?

    In Google Analytics check organic traffic: did it also experience a drop?

    It's normal for CTR to go up at the same time clicks go down, especially on Ad Grant accounts.

    Check Google Trends. Has the world lost interest in your cause? I saw that happen in a big way to a charity building orphanages in Africa. Alternatively, has the interest in it risen but other advertisers have joined the scrum?

    Check your keyword quality scores. If a few of your highest impression keywords recently attained low QS then that can suppress impressions. Remove any below 5, or improve their ad text / landing page.

    Try Dynamic search ad groups. They can help fill in the gaps in your advertising, and are especially useful when standard ads are under-using the budget or failing to get results.

    What bidding strategy do you use? Is it conversion-based? If so, did the conversion rate drop significantly in September? Did you start or stop tracking particular conversions? Double check with Google Analytics that they're still tracking correctly.


    And... 100 other possible things. Please let us know if you figure it out!

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    Jason King
    Google Ad Grant Certified Professional
    and Google Partner
    Mirepoix, France

    www.kingjason.co.uk

    Twitter: @jasoncsking

    Email: jason@kingjason.co.uk
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    2020 Nonprofit Technology Conference Logo  w/ Baltimore Skyline


  • 3.  RE: Google Ads drop off

    Posted 9 days ago
    Thanks for all these tips @Jason King! I did check our stats over the last few years and this doesn't appear to be seasonal, but I'll definitely look at all the other metrics you suggested and look for a root cause. Thanks!

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    Chris Miller
    Washington, DC
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    2020 Nonprofit Technology Conference Logo  w/ Baltimore Skyline