Yes, PPC budget is depleted before day is over (or earlier in the day vs. before)
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Learned so far:
- Site conversions are down
- Your traffic is down but your competitors' traffic is stable or even up
- PPC traffic and impressions are down most likely because your PPC budget is getting depleted earlier in the day
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Next steps:
This wizard ends here. But you should check the following
- Check in Unica NetInsight (with PPC integration option) or your PPC tool for which keywords your daily costs have gone up impacting your budget shortages
- On Google, check whether your quality score has gone down for these keywords causing you to pay a higher CPC now. If so, work with marketing to counter act, e.g. by improving landing pages.
- Otherwise, work with marketing to consider the following
- A.) Lowering your bids to drop ad rank slightly (but not too much)
- B.) Increasing daily (and total) budget
- C.) Shifting to different keywords (e.g. more narrow terms)
- D.) Site optimization to increase conversion rates for remaining traffic
- E.) SEO to gain more traffic without paying per click
- F.) Interactive marketing to increase lifetime value of remaining customers
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