There is nothing more frustrating than running a pay per click campaign only to suddenly have your conversion rates that were so good start to sink to the depths of so bad, especially when you have no idea what, exactly, is causing it. If you suddenly notice that your PPC is not converting the way it was or should be, you may not be able to pinpoint any particular reason. At least, not until you look to see what may have changed on the website you PPC is on.
Utilize Google Analytics tracking to help you discover what has changed and what is causing the abandonment rate of the website to increase. It could show you why people are leaving your site before performing the action you desire. You are going to have to think of some new ways to bring them back. Plus, this tool from Google will pinpoint exactly which pages are dropping the PPC ball. Could the season be the problem? What about the landing page?
The landing page your ad is currently on could be the biggest problem with dropping conversion rates. If you notice a high rate of bounces then it’s safe to say the page is not working. It also helps if the landing page is optimized for usability. You may want to hire a professional to help you develop a landing page that works and keeps your conversion rates up. You have to consistently check this ‘conversion funnel’ to find out what is going on so that you fix it and get your PPC campaign back on the right track.
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