Why your conversion rates are down

If you are not already aware, WordStream has released its 2022 Google Ads & Microsoft Ads Benchmarks for Every Industry and there are many fascinating takeaways from the report. One that I found particularly interesting was that average conversion rate (CVR) has decreased across the board year over year for nearly every industry besides Arts & Entertainment.
Conversion rate is a vital metric in the success (or failure) of your paid search efforts. What exactly is causing this decline and what can you do to ensure that your search ads continue to improve within every metric? In this post I’ll discuss some possible explanations for the decline in conversion rate and what you can do about it.