Troubleshooting Poor Campaign Performance
Even the best-planned campaigns can hit bumps. Costs rise, conversions fall, and stakeholders start asking questions. This chapter is about diagnosing problems quickly and applying fixes that actually work.
Key Points:
- Always diagnose before reacting: check that tracking is still working, nothing has changed in your setup, and look for macro factors like seasonality or competitor moves;
- A drop in CTR usually points to creative fatigue, poor ad relevance, or irrelevant search terms;
- Rising CPCs can come from more competition, a bidding strategy change, or declining Quality Scores;
- Falling conversion rates often signal landing page issues: slow load speed, poor mobile UX, or misaligned messaging;
- Low ROAS may be caused by wasted spend on low-value conversions or a misconfigured product feed in eCommerce;
- Prioritize fixes by impact: Tackle fast wins (like pausing underperforming ads) while planning long-term improvements (like redesigning UX);
- Communicate findings clearly and test one change at a time to avoid guesswork.
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Even the best-planned campaigns can hit bumps. Costs rise, conversions fall, and stakeholders start asking questions. This chapter is about diagnosing problems quickly and applying fixes that actually work.
Key Points:
- Always diagnose before reacting: check that tracking is still working, nothing has changed in your setup, and look for macro factors like seasonality or competitor moves;
- A drop in CTR usually points to creative fatigue, poor ad relevance, or irrelevant search terms;
- Rising CPCs can come from more competition, a bidding strategy change, or declining Quality Scores;
- Falling conversion rates often signal landing page issues: slow load speed, poor mobile UX, or misaligned messaging;
- Low ROAS may be caused by wasted spend on low-value conversions or a misconfigured product feed in eCommerce;
- Prioritize fixes by impact: Tackle fast wins (like pausing underperforming ads) while planning long-term improvements (like redesigning UX);
- Communicate findings clearly and test one change at a time to avoid guesswork.
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