How to uncover the root cause of PPC performance changes
Uncovering the root cause of PPC performance changes can be a daunting task. It is important to understand what could be causing the change so that you can make adjustments to improve the performance. First, it’s important to look at the data to see what exactly might be causing the change. Look at campaign-level data to see which campaigns are performing well and which ones are underperforming. Are the campaigns that are decreasing in performance limited to a single component, such as budget, or is the decrease in performance across all areas? Once you’ve identified the campaigns that are performing poorly, it’s time to dive deeper into those campaigns. Look at keyword level data to determine which keywords are causing the decrease in performance and why. Are these keywords receiving fewer impressions or clicks?
Next, take a look at the site metrics associated with the campaigns to understand if there are any issues with the website or landing pages that could be causing the decrease in performance. Is the website running slow? Are there errors in the conversion pages? Finally, take a look at the competitive landscape to determine if there is any competition that could be causing the change. Is there any new competition entering the market? Are competitor bids going up? Are there any new ad formats or innovative campaigns that are coming into play? Once you’ve identified the areas that could be causing the decrease in performance, it’s time to take action. It could be as simple as increasing budget in underperforming campaigns, or as complex as split-testing different Landing Pages and ad copy. By taking these steps, you can uncover the root cause of PPC performance changes and make the necessary adjustments to improve results.
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