Frequently Asked Questions (FAQ)
Quick Answers to Common Sklik Performance Questions
Every advertiser eventually encounters situations where campaign performance does not match expectations.
Before making major changes, it is important to understand what the data is actually telling you. Many seemingly serious problems are either temporary fluctuations or symptoms of something happening elsewhere in the account.
Below are some of the most common questions asked by advertisers using Sklik.
Why aren't my ads showing?
There is rarely a single reason.
The most common causes include:
- insufficient budget
- low bids
- narrow targeting
- limited search demand
- inactive ads
- missing products in Product campaigns
Start by checking campaign status, budget consumption, and targeting settings before making larger adjustments.
Why am I getting clicks but no conversions?
This usually means the campaign is generating interest but something in the conversion journey is preventing users from taking action.
Review:
- landing page relevance
- website usability
- conversion tracking
- product competitiveness
- audience quality
Remember that traffic quality and conversion efficiency are two different things.
How long should I wait before optimizing a new campaign?
There is no universal answer.
The correct timing depends on:
- campaign type
- budget size
- traffic volume
- conversion volume
As a general rule, avoid making significant changes before collecting enough data to identify meaningful patterns.
Optimization should be driven by evidence rather than assumptions.
My CPC increased. Should I lower my bids?
Not necessarily.
Higher CPCs are only a problem if they negatively affect business performance.
If conversions, CPA, or COS remain healthy, higher CPCs may simply reflect stronger competition or increased market demand.
Always evaluate costs alongside results.
Why does retargeting perform better than prospecting?
Because retargeting reaches users who already know your brand, products, or services.
These users are often much closer to conversion than first-time visitors.
This is completely normal and should be expected.
The important thing is not to replace prospecting with retargeting. Prospecting continuously supplies new users into the funnel that retargeting can later convert.
Why do some keywords receive impressions while others do not?
Search demand varies significantly between keywords.
Some keywords are searched thousands of times per month.
Others may only generate occasional searches.
Differences in:
- search volume
- competition
- bids
- relevance
can all influence visibility.
Why are only a few products generating most of my sales?
This is common in Product campaigns.
Customer demand is rarely distributed evenly across an entire catalog.
Often:
- best-selling products receive most impressions
- high-demand categories attract most clicks
- seasonal products dominate at certain times of year
Regular product-level analysis helps identify opportunities beyond the top performers.
Should I pause keywords that haven't converted yet?
Not immediately.
Before pausing a keyword, consider:
- traffic volume
- conversion volume
- search intent
- assisted contribution
A keyword may still be valuable even if it has not generated a direct conversion yet.
Always evaluate enough data before making decisions.
Why is my Display campaign generating many impressions but few clicks?
This is not automatically a problem.
Display campaigns often focus on:
- awareness
- reach
- visibility
rather than direct response.
However, if engagement remains consistently low, review:
- creative quality
- targeting relevance
- ad format selection
- frequency levels
How often should I review my campaigns?
A healthy review schedule often includes:
Daily
Monitor:
- delivery
- budget consumption
- major anomalies
Weekly
Review:
- performance trends
- optimization opportunities
- audience behavior
Monthly
Evaluate:
- business impact
- KPI achievement
- strategic direction
The goal is to create a consistent process rather than reacting to every short-term fluctuation.
Should I focus on Search, Display, or Product campaigns?
The answer depends on your business model and objectives.
In most cases:
- Search captures existing demand
- Display creates and influences demand
- Product campaigns showcase specific products and prices
The strongest accounts often use multiple campaign types working together rather than relying on a single channel.
What is the most common mistake advertisers make?
Making decisions before they have enough data.
Many performance issues are temporary.
Many optimizations require time to produce measurable impact.
Patience and structured analysis are often more valuable than constant intervention.
Where should I start when performance suddenly drops?
Follow a simple troubleshooting framework:
- Verify tracking.
- Check whether anything changed recently.
- Review campaign delivery.
- Analyze traffic quality.
- Evaluate conversion performance.
- Compare against previous periods.
Most issues can be identified by working through these steps methodically.
Key Takeaway
There is no single optimization tactic that guarantees success.
The best advertisers develop a habit of asking the right questions, interpreting data carefully, and making decisions based on evidence rather than assumptions.
Whenever performance changes, focus first on understanding why before deciding what to change.