{"id":649553,"date":"2025-01-16T17:25:14","date_gmt":"2025-01-16T14:25:14","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/"},"modified":"2025-01-16T17:25:14","modified_gmt":"2025-01-16T14:25:14","slug":"ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/","title":{"rendered":"#PPC diagnostics: How to find and fix the root cause of low conversions"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3c58b14de7a\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3c58b14de7a\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#Uncover_and_fix_10_common_causes_of_declining_conversions_from_budget_limitations_and_weak_landing_pages_to_market_and_economic_shifts\" >Uncover and fix 10 common causes of declining conversions, from budget limitations and weak landing pages to market and economic shifts.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#10_common_causes_of_low_conversions_in_Google_Ads\" >10 common causes of low conversions in Google Ads<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#1_Not_enough_traffic\" >1. Not enough traffic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#2_Campaign_limited_by_budget\" >2. Campaign limited by budget<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#3_Recent_changes_to_campaign_settings\" >3. Recent changes to campaign settings<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#4_Recent_brand-side_changes\" >4. Recent brand-side changes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#5_Imbalance_between_search_intent_and_keyword_match_types\" >5. Imbalance between search intent and keyword match types<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#6_Too_many_or_too_few_negative_keywords\" >6. Too many or too few negative keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#7_Broken_conversion_tracking\" >7. Broken conversion tracking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#8_Weak_landing_pages\" >8. Weak landing pages<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#9_Insufficient_demand_or_demand_capture\" >9. Insufficient demand or demand capture<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#10_Market_and_economic_volatility\" >10. Market and economic volatility<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/ppc-diagnostics-how-to-find-and-fix-the-root-cause-of-low-conversions\/#A_drop_in_conversions_is_not_the_end_of_the_world_%E2%80%93_its_part_of_the_game\" >A drop in conversions is not the end of the world \u2013 it\u2019s part of the game<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Uncover_and_fix_10_common_causes_of_declining_conversions_from_budget_limitations_and_weak_landing_pages_to_market_and_economic_shifts\"><\/span>Uncover and fix 10 common causes of declining conversions, from budget limitations and weak landing pages to market and economic shifts.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Picture this: <\/p>\n<p>A campaign you manage has been doing well for months. One day, you check on the performance only to see that conversions have dipped.<\/p>\n<p>If you work with Google Ads long enough, you\u2019ll inevitably encounter this situation.\u00a0<\/p>\n<p>However, what sets exceptional PPC marketers apart is their ability to prevent the problem from escalating and take control with confidence.<\/p>\n<p>When conversions decline, clients aren\u2019t h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>y.<\/p>\n<p>The solution is singular and straightforward: Increase the campaign\u2019s traffic volume, conversion rate, and conversion volume.\u00a0<\/p>\n<p>You\u2019ll typically want to do this as you reduce the CPA or increase ROAS (both of which can suffer when conversions dip) while staying within budget.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-10-common-causes-of-low-conversions-in-google-ads\"><span class=\"ez-toc-section\" id=\"10_common_causes_of_low_conversions_in_Google_Ads\"><\/span>10 common causes of low conversions in Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Seeing a dip in conversions can be worrying, especially if clients ask questions you can\u2019t answer im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely or if there are other issues with the account.<\/p>\n<p>It might be tempting to jump into the settings and start making changes, but that\u2019s rarely the smart move.\u00a0<\/p>\n<p>Zoom out with a cool head, and you might discover that the reason conversions are dropping is easily fixable.<\/p>\n<p>Here\u2019s the checklist we use at my agency to diagnose the root cause of low conversions and fix them.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-1-not-enough-traffic\"><span class=\"ez-toc-section\" id=\"1_Not_enough_traffic\"><\/span>1. Not enough traffic<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before you can look at conversions, you must ensure you\u2019re driving enough traffic. But how much traffic is enough?\u00a0<\/p>\n<p>Every account is different, so look at your data and work backward.<\/p>\n<p>Typically, every account needs a certain number of clicks to generate a conversion and a certain amount of impressions to generate a click.\u00a0<\/p>\n<p>When the numbers are off at the top of that chain, they affect the KPIs at the bottom.<\/p>\n<p>Say your account gets one conversion for every 10 clicks and one click for every 100 impressions.\u00a0<\/p>\n<p>If your campaign receives fewer than 10 clicks per day, you\u2019re probably not hitting that threshold of 100 impressions, and there likely won\u2019t be any conversions.<\/p>\n<p>If this is the case, your goal must be to increase traffic and clicks. If your budget is being spent in full, you can achieve this by increasing your spend.<\/p>\n<p>But if your budget isn\u2019t being used up, that\u2019s where you want to look next.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-2-campaign-limited-by-budget\"><span class=\"ez-toc-section\" id=\"2_Campaign_limited_by_budget\"><\/span>2. Campaign limited by budget<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Most of the time, you\u2019ll find that conversions are low because a campaign is not exhausting the entire budget you\u2019ve allocated.\u00a0<\/p>\n<p>So, the first step is always to check whether Google is spending its allocated time or holding back.<\/p>\n<p>Typically we will look in two places to determine if this is the case:<\/p>\n<p><strong>Search lost impression share (budget)<\/strong><\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"780\" height=\"398\" alt=\"Search lost impression share (budget)\" class=\"wp-image-450713\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget.png 780w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget-600x306.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget-200x102.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget-768x392.png 768w\" data-lazy-sizes=\"(max-width: 780px) 100vw, 780px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"780\" height=\"398\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget.png\" alt=\"Search lost impression share (budget)\" class=\"wp-image-450713\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget.png 780w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget-600x306.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget-200x102.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Search-lost-impression-share-budget-768x392.png 768w\" sizes=\"(max-width: 780px) 100vw, 780px\"><\/figure>\n<\/div>\n<p><strong>Ad group level performance graph<\/strong><\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"488\" alt=\"Ad group level performance graph\" class=\"wp-image-450714\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-600x183.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-800x244.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-200x61.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-768x234.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-1536x468.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"488\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph.png.webp\" alt=\"Ad group level performance graph\" class=\"wp-image-450714\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-600x183.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-800x244.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-200x61.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-768x234.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/Ad-group-level-performance-graph-1536x468.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<p>If either of these metrics indicates that the campaign is limited by budget, you can try decreasing bids (manual CPC) or loosening up targets (Smart Bidding) to bring in more traffic.<\/p>\n<p>If your campaign spends the full budget on most days, you can probably get away with a lower CPC and drive more traffic from the existing budget.<\/p>\n<p>I also recommend reviewing your search terms report to see if the traffic is from an audience relevant to your campaign.<\/p>\n<p>If the campaign is spending what it should and conversions still aren\u2019t at the level you want them to be, these are some of the other investigations we\u2019ll conduct to get to the bottom of the issue.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-3-recent-changes-to-campaign-settings\"><span class=\"ez-toc-section\" id=\"3_Recent_changes_to_campaign_settings\"><\/span>3. Recent changes to campaign settings<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Budgets, bids, and targets can sometimes cause conversions to dip.\u00a0<\/p>\n<p>Identify whether you made adjustments that were too high or too low. Perhaps there are several new competitors and the auction has become more competitive.<\/p>\n<p>Sometimes, even a change in keywords or locations can force the bids to become much less competitive.\u00a0<\/p>\n<p>If you\u2019re running Shopping or Performance Max, check if there are new errors in the Merchant Center.<\/p>\n<p>One important caveat: Don\u2019t make drastic adjustments, especially if the data set is too small.<\/p>\n<p>Be proactive and not reactive. If you see a drop in performance for up to 7 days, don\u2019t make substantial changes. Typically, any changes around ~10% are normal fluctuations.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-4-recent-brand-side-changes\"><span class=\"ez-toc-section\" id=\"4_Recent_brand-side_changes\"><\/span>4. Recent brand-side changes<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If your conversions simply tank instead of falling off a cliff, a strategic change on the brand side could be to blame.<\/p>\n<p>Things like new offers, changes to sales flows, or price increases can all cause a drop in conversions \u2013 especially if the client has a natural conversion lag.\u00a0<\/p>\n<p>And if you haven\u2019t been kept in the loop on these changes, there\u2019s no way for you to judge their impact.<\/p>\n<p>Once you know that the client made a change, start by looking at the date conversions began to decline.\u00a0<\/p>\n<p>See if that lines up with when the offer was changed, or if prices went up.\u00a0<\/p>\n<p>If there\u2019s alignment, that\u2019s a good indicator that your client may need to revisit those changes or allow the market time to adjust.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-5-imbalance-between-search-intent-and-keyword-match-types\"><span class=\"ez-toc-section\" id=\"5_Imbalance_between_search_intent_and_keyword_match_types\"><\/span>5. Imbalance between search intent and keyword match types<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If conversions are down and nothing\u2019s changed, your keyword hygiene and balance may have been affected.\u00a0<\/p>\n<p>A good mix of keyword match types allows you to maximize the opportunities available through Search while maintaining control over intent levels.<\/p>\n<p>An example with our applied behavior analysis (ABA) therapy clients is that we want to capture as much directly related traffic as possible.\u00a0<\/p>\n<p>Phrase match can be helpful here because it allows us to target people searching for a variety of things as long as a core term is included.<\/p>\n<p>At the same time, only a finite amount of search volume is relevant to the business.<\/p>\n<p>While we need to add more generic terms (such as \u201cautism therapy for children\u201d), we also want to ensure that all our spend is not going to those upper funnel keywords with research or indirect intent.<\/p>\n<p>Limiting the use of broad match on these keywords prevents the system from going too far off course.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h3 class=\"wp-block-heading\" id=\"h-6-too-many-or-too-few-negative-keywords\"><span class=\"ez-toc-section\" id=\"6_Too_many_or_too_few_negative_keywords\"><\/span>6. Too many or too few negative keywords<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The other side of the keyword match type balance is your negative keyword list, which acts as a quality filter. This involves:<\/p>\n<ul class=\"wp-block-list\">\n<li>Regularly monitoring the search terms report for low-converting queries.<\/li>\n<li>Using common sense and client experiences to proactively exclude low-intent keywords.<\/li>\n<li>Only blocking keywords that have enough data or experience to support that choice.<\/li>\n<\/ul>\n<p>Use too few negative keywords, and you\u2019ll attract relatively large quantities of traffic that will never convert, dropping your CPA well below ideal levels.<\/p>\n<p>Use too many, and you\u2019ll likely filter out traffic that might have converted for you, with or without delay.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to use negative keywords in PPC to maximize targeting and optimize ad spend<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-7-broken-conversion-tracking\"><span class=\"ez-toc-section\" id=\"7_Broken_conversion_tracking\"><\/span>7. Broken conversion tracking<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Sometimes, the cause of our worries is among the simplest things we tend to take for granted and overlook \u2013 like conversion tracking.<\/p>\n<p>Making sure the conversion tracking is working as intended feels like a one-time thing, but you might need to do it more often.<\/p>\n<p>In my experience, clients sometimes launch a new website or make changes that break tracking.\u00a0<\/p>\n<p>Typically, the hallmark of this is not a dip in conversions but a complete drop to zero. That\u2019s a very easy tell as opposed to a 20% decrease, which is not as definite.<\/p>\n<p>When this happens, we look inside the Google Ads conversions page and test the different conversion actions on Tag Assistant.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-8-weak-landing-pages\"><span class=\"ez-toc-section\" id=\"8_Weak_landing_pages\"><\/span>8. Weak landing pages<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Sometimes conversions and conversion rates tank despite an immaculate campaign setup.<\/p>\n<p>When this happens, the first place we look is the landing page.\u00a0<\/p>\n<p>If traffic to the page is sufficient but on-page performance is low, we look to make sure the hallmarks of a good page are all there:<\/p>\n<ul class=\"wp-block-list\">\n<li>Strong, clear brand messaging that addresses the intent of the main keywords.<\/li>\n<li>Descriptive calls to action that set expectations for what comes next.<\/li>\n<li>Visible trust signals, such as reviews and testimonials.<\/li>\n<li>Quick page load times and minimal page shift.<\/li>\n<li>Mobile-first, device-responsive design.<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to craft a winning landing page experience<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-9-insufficient-demand-or-demand-capture\"><span class=\"ez-toc-section\" id=\"9_Insufficient_demand_or_demand_capture\"><\/span>9. Insufficient demand or demand capture<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There will be times when the number of people searching for what you have to offer just isn\u2019t enough to meet your advertising goals.\u00a0<\/p>\n<p>This could be a setup issue, or it could be because you\u2019ve tapped out the market.<\/p>\n<p>There are three ways to increase traffic from a Search campaign:<\/p>\n<ul class=\"wp-block-list\">\n<li>Add keywords.<\/li>\n<li>Increase bids.<\/li>\n<li>Add locations.<\/li>\n<\/ul>\n<p>Whenever you notice your cost per click is too high and traffic is insufficient, your goal should be to cast a wider net.\u00a0<\/p>\n<p>If you haven\u2019t captured enough demand initially, expanding locations and keywords can help.<\/p>\n<p>Just make sure to check in with your clients before broadening the scope of your campaign.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-10-market-and-economic-volatility\"><span class=\"ez-toc-section\" id=\"10_Market_and_economic_volatility\"><\/span>10. Market and economic volatility<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Not all performance problems originate in the ad account.\u00a0<\/p>\n<p>A quick check on daily traffic volume might indicate that demand and interest in your product or service are experiencing a natural dip.<\/p>\n<p>This can be because of several factors, including:<\/p>\n<ul class=\"wp-block-list\">\n<li>Seasonal fluctuations.<\/li>\n<li>High-impact current affairs, like elections.<\/li>\n<li>Natural and manmade disasters.<\/li>\n<li>Economic lulls.<\/li>\n<li>Negative PR around your product or industry.<\/li>\n<\/ul>\n<p>If any of these is responsible for a dip in search volume, your client must address the issue or wait it out.\u00a0<\/p>\n<p>You cannot always do much within the ad account about these types of dips in demand. But sometimes, there is.<\/p>\n<p>For our ABA therapy clients, there are natural industry cycles just like any other.\u00a0From Thanksgiving through the new year, it is a very slow period, but it bounces back in January.<\/p>\n<p>When slow seasons like this are expected, we do not overbid during the lull. Instead, we spend whatever we can as profitably as possible.<\/p>\n<p>When the peak demand season rolls around, we\u2019ll try to compensate with higher budget allocations.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1291\" height=\"438\" alt=\"ABA therapy - search interest over time\" class=\"wp-image-450715\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time.png.webp 1291w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time-600x204.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time-800x271.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time-200x68.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time-768x261.png.webp 768w\" data-lazy-sizes=\"(max-width: 1291px) 100vw, 1291px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1291\" height=\"438\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time.png.webp\" alt=\"ABA therapy - search interest over time\" class=\"wp-image-450715\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time.png.webp 1291w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time-600x204.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time-800x271.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time-200x68.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/ABA-therapy-search-interest-over-time-768x261.png.webp 768w\" sizes=\"auto, (max-width: 1291px) 100vw, 1291px\"><\/figure>\n<\/div>\n<p>Alternatively, you can invest more heavily in top-of-funnel media to push more searches downstream.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-a-drop-in-conversions-is-not-the-end-of-the-world-it-s-part-of-the-game\"><span class=\"ez-toc-section\" id=\"A_drop_in_conversions_is_not_the_end_of_the_world_%E2%80%93_its_part_of_the_game\"><\/span>A drop in conversions is not the end of the world \u2013 it\u2019s part of the game<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s no such thing as a perfect ad account, and there are no ad accounts that experience only increases in performance.\u00a0<\/p>\n<p>No business is immune to the market shifts that move demand up and down.<\/p>\n<p>Clients and marketers place so much emphasis on constantly chasing the next level of growth. This sets false expectations and puts unfair pressure on the account managers.<\/p>\n<p>So the next time you face a drop in conversions, don\u2019t panic.<\/p>\n<p>Break out this walkthrough and run through the possible causes.\u00a0<\/p>\n<p>Communicate openly and transparently with your client.\u00a0<\/p>\n<p>And when you figure out the cause, you\u2019ll know what you can do to help resolve it.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Menachem Ani\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Menachem-Ani.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Menachem-Ani.jpg.webp\" alt=\"Menachem Ani\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Menachem Ani<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=MenachemAni&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/menachemani\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div>Menachem Ani is the founder of JXT Group, a US-based agency specializing in multi-channel online advertising. A digital and search marketing veteran, he brings to the table more than 20 years of experience creating high-impact growth strategies for eCommerce and service-based businesses.<\/p>\n<p>His track record of delivering consistently above-average results stems from his forward-thinking mentality. A pro-automation paid media specialist, Menachem adapts the fundamentals of marketing to ever-evolving ad platforms. Today, he is one of the leading authorities on modern Google Ads tactics and campaigns, including Performance Max, Demand Gen and offline conversion tracking.<\/p>\n<p>Outside of running his agency, Menachem is also a highly regarded author and speaker. He has shared insights on paid media and growing a digital agency at SMX, BrightonSEO, Search Engine Land, Search Engine Journal, Foxwell Founders, and several other publications.<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ppc-diagnostics-low-conversions-450710\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Uncover and fix 10 common causes of declining conversions, from budget limitations and weak landing pages to market and economic shifts. Picture this: A campaign you manage has been doing well for months. One day, you check on the performance only to see that conversions have dipped. If you work with Google Ads long enough,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":649554,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/01\/PPC-diagnostics-101-How-to-find-and-fix-the-root-cause-of-low-conversions.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-649553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/649553","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=649553"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/649553\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/649554"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=649553"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=649553"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=649553"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}