Inside Adalysis

Weekly quick wins and tips

Welcome back to Inside Adalysis, the content series that helps you get more from your subscription. Here's the latest edition:

Conversions are down 15% week-over-week, but what happened? This week’s quick win is a faster way to investigate changes in your account performance.

Step-by-step guide

1. Start on Performance > Overview. Here you can create graphs with up to four metrics over different time periods to visualize your data.

   

   Click any point in the graph for a before-and-after performance comparison. Or choose View root cause analysis.

   

2. Open the Performance Analyzer to trace where results changed. It starts with search volume, then shows how that flows through to impressions, clicks, and conversions. You can also see the factors that influence each stage.

   

3. Click on the blue icons to drill down into campaigns, ad groups, and keywords.

   

Colour coding: Green = better. Orange = worse

You may find that your drop in conversions is tied to a drop in CTR, caused by lower ad positions.

To reverse the trend, you could improve ad relevance, review your search terms, test ads, or work on your landing page.

This workflow is much faster and more effective than digging through spreadsheets or fiddling with data exports.

Download your analysis as a PDF or share straight from the screen.

Catch up on older editions of Inside Adalysis

• How to avoid performance blind spots

• Ad testing checklist

• See how other PPC teams work

• Ditch your budget trackers for good

• Better search term alerts: all signal, no noise

• The fastest way to catch performance issues