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    pep
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    Conversion rate abruptly crashed in AdWords - guidance?


    Hi,

    I've been steadily scaling up Adwords spend throughout 2013 for my ecommerce site; now up to many thousands per month in adspend.

    My conversion rate (across all PLA, display, and text ads) has consistently hovered around 1.7%, with average cost per conversion in low $20s.

    Suddenly, beginning Sept 7, my conversion rate has fallen to around 0.35% overall from Adwords.

    I haven't done major changes in Adwords to cause this, and my website hasn't gone through any major changes.

    Other traffic sources (i.e., Bing ads, organic search, other referring websites) have continued to be consistent with where I normally see them.

    This conversion drop is limited only to Adwords; like I'm suddenly getting crap traffic or incorrect links out of them.

    Google is supposedly looking into it. After I first sent an email yesterday, today I woke up to see new conversion data in my Adwords account, all concentrated on Sept 10 (i.e., the day before I contacted Google); and indicating an 18% conversion rate for Sept 10. However, that data reporting is not accurate -- I saw no such sales on that day.

    Have you seen this before? What do you recommend I look at?
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    Hi pep,
    Same miracle with my conversions through adwords.
    All other channels are stable, but for almost 2 weeks now the adwords conversion rate went from >4 to <1%.
    However, budget=cost=clicks are still high, so I am going to stop adwords soon and spend the budget in better conversion channels.
    Regards
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    Did your positions change radically on that date? Sometimes conversion varies by position because people browsing higher or lower listings have different intent and demographics. E.g. someone opening 10 listings from SERPs may be a bargain hunter vs person who clicks position 1-2 and buys.
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    Originally Posted by GabrielG
    Did your positions change radically on that date? Sometimes conversion varies by position because people browsing higher or lower listings have different intent and demographics. E.g. someone opening 10 listings from SERPs may be a bargain hunter vs person who clicks position 1-2 and buys.
    This thread is almost 2 years old and neither poster has been back since.

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