This month, we are seeing a trend across nearly all managed Google Ads accounts and wanted to share the issue with you and how we are working to improve account performance.
In January 2023, we are seeing a dip in conversion activity in Google Ads across a broad sector of verticals. B2B and B2C are impacted as well as ecommerce accounts.
We are seeing good upward movement in clicks and impressions but conversions are lagging compared to the prior month and last 30 day figures by 13% to as much as over 50%.
With a full review of all account metrics, we are not looking carefully at the use of broad match keywords in client accounts and are either moving out of broad match entirely and into phrase match and/or adding to our negative keyword list.
Of concern to us as experienced Google Ads account managers is the continued push by Google and Google Reps to fully embrace a broad match only keyword strategy. But, we find that broad match does not always meet our clients’ needs.
It is important to monitor closely the search queries that are triggering ads. Google has continued to erode the line between broad match and phrase match much to our concern. This change in client account activity may be an impact of Google continuing to blur the line between phrase match and broad match keywords.
We’ll keep you posted as we evaluate further and continue to react to the changing environment driven by the auction in Google Ads.
