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rajia rimi
20 juin 2022
In BIENVENUE SUR LE FORUM
There are a lot of moving parts in PPC campaigns and that can make it Industry Email List hard to pinpoint the cause when performance changes. Investigation of the cause of change can be top-down or bottom-up. Here we will cover both ways to investigate the root cause and we will also share tools that speed up this process. The difficulty of investigating Industry Email List changes in PPC performance What makes it so hard to know why this is causing a change in PPC is that all ads go through an auction every time a search occurs and each auction has different parameters - like searcher location , What time it is, what else they've been looking for, and much more. Each time the advertiser changes the settings, it changes how they participate in the auction and may lead to different results for key KPIs. Some examples: The advertiser changes their Industry Email List bid, Industry Email List which results in a change in performance because their ad is now showing for a different set of queries. The advertiser activates a new type of ad like RSAs (responsive search ads) and the performance changes when Google's machine learning system starts showing the ad to a new audience that doesn't. Has not been exposed to the old ad type before. Top-down survey Investigating why performance has changed usually starts with a question about Industry Email List a primary KPI. For example, you might ask, "Why did we see fewer conversions last month than the month before?" Extracting this data can be done directly in the Google Ads interface by adding a second date range to the campaign pages. This is simple enough when you want to know the size of the change, but Industry Email List it quickly becomes tedious when advertisers start looking for interactions between metrics in an attempt to connect the dots to determine the underlying cause.
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