Your Google ads account suddenly tanks

Hey there,

Thought I’d share something we came across recently.

And I think this is something a lot of brands see.

Your metrics are solid…

… But suddenly, your Google ads account performance suddenly takes a hit.

• Lower conversions

• You’re not profiting as much as before

We recently audited an account struggling with declining conversions.

At first glance, things looked okay…

CPCs were stable…

… Conversion rates held steady…

… So what gives?

Decreasing conversions with steady CPCs is the stuff of PPC nightmares.

It's easy to start doubting your management abilities or assume something's wrong.

But before you go into panic mode, there's one key place you need to look:

Competitor activity.

In this case, search demand for the client's main keywords had stayed consistent.

So we knew shifting market interest wasn't to blame.

So we looked in the Auction Insights report.

We discovered the aha moment:

The client's main competitor dramatically increased their impression share, ad position, and overlap rate right when our performance dipped.

Suddenly it all made sense.

Despite our strategy, this surge in rival aggression was eating our lunch.

That’s why it’s so important not to get complacent.

Google ads, well, all platforms are never stable.

Market preferences change, competitors move in…

That’s why having a clear reporting process on these things is so important.

The performance drop wasn’t because we mismanaged the account in this case.

But something completely external:

Competition.

The takeaway?

Review a range of metrics to rule out different causes when you see lower performance.

Don’t go into panic mode.

Use the data to get a full story.

This is only one part of our optimization process.

This month, we’re offering some free account audits for a few brands.

You’ll get a complete review of your ad account.

And we’ll give you an action plan for the next 90 days, no strings attached.

Click here if you’re interested.

See you in the next one.

Jackson,

CEO of Echelonn.

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