We all have performance declines and those declines can come for dozens of reasons. Here are five ways to identify (and then fix) trouble in your PPC account:
The first place I go when troubleshooting is the Dimensions Tab. This is the 30,000 ft view of your account. I usually start by looking at the entire account, then Time view and either Day or Week sub-selection. This allows me to identify if there has been a decline in performance and when it happened. Also, the Destination URL view can be helpful in identifying which landing pages are underperforming.
Once Ive identified a time period where a decline has occurred I go to the 10,000 ft view at the campaign level. I segment by time and identify which campaigns declined during that time period. When I find the trouble campaign I drill down further to the adgroup, keyword, or ad level. Youve now found where the performance decline has happened and can fix it!
In more cases than not the decline has occurred because of a test or change that we ran. Its easy to remind yourself of your tests using Change History. You can drill down to your campaign or adgroup and look at the timeframe you need. You can also sort through the thick of changes by selecting a user under Changed by or a change type under Change types. Usually the decline has happened because of bids, keywords, ads, or a settings change. But not always
In some cases factors outside your Adwords account are affecting performance. The most common are seasonality and competition. Its a little more difficult to identify competition factors however seasonality can easily be explained and shown using Google Trends. Recently, a clients impressions, clicks, and conversions all tripled. We looked in Google Trends and saw that happens each year in January (chart below is not from client).
Now when I am really stumped and have nowhere else to turn I go the best of the best, #PPCChat on Twitter or LinkedIn. On several occasions I was able to work through a problem with the help of experienced PPCers giving suggestions. This is generosity, helpfulness, and friendliness at its best! Hands down #PPCChat is the best resource for PPC advice/suggestions/troubleshooting on the web. Check out the site and past chats at www.ppcchat.co.
Now, you wont be able to find all the answers using these 5 methods but the majority of the problem areas can at least be identified. I know there will be times in the next few months where I wont be able to calm Emma as quick as I would like and your PPC troubleshooting will be the same. At least we will both have a head start on calming our babies, clients, and ourselves!
Photo courtesy of deshow.net
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