As an account manager, I frequently analyze platforms and Google analytics. A bulk of my time is measuring performance, identifying wasteful spend, and looking for ways to increase leads or revenue. Less of my time is spent navigating the clients website like their customers. Perhaps this is a mistake.
Are Website Errors Impacting Conversions?
Over the years, my investigation of poor campaign performance has led me to find issues on the website that were affecting performance. One time the cost-per-lead (CPL) spiked in one of my campaigns, and I discovered the lead form was broken. Another time a form option was removed and those campaign’s leads flatlined.
Another time I noticed a decrease in call conversions. The report showed more than 41 calls, but the call duration did not exceed 30 seconds which is the required length to be counted as conversions. After testing the phone number, the greeting stated the offices were closed. It turned out an employee left the company, and no one redirected the phones and instead all the calls went to voicemail.
Sometimes we forget campaigns can drive the right customers to the right pages, but then the website loses the conversion. The landing page experience is a key factor in the conversion performance for a campaign. If your form is too complex it can frustrate mobile searchers. If the checkout process is too confusing, your customers might abandon their cart.
Tip: Double check your conversion tracking, search impressions share lost to rank, and any potential negatives preventing your ads from showing.
Google Merchant Center Warnings
Recently, one of my clients received a policy violation warning from Google Merchant Center their shipping prices did not match on the website compared to what was in their feed. After receiving this notice, I spent time reviewing the shipping prices in Google Merchant Center versus their website.
If you are new to PPC or Shopping, the Google Merchant Center is a tool that gives you a place to upload and store products data for your website. This tool pushes the products into your Google Shopping campaign. Sometimes your product prices, availability, or shipping prices become outdated on the website. This may require something as simple as logging in and refreshing the feed. However, it may require updating information on the website or in merchant center to make sure they are the same.
Tip: Shipping and tax prices listed in Google Merchant Center can be higher than what is on your website without getting penalized. The prices listed on your website should never be higher than what is listed in your data feed. – Read more