Google recommends using the Top Movers Report to answer questions such as:

• What is driving a change in my metrics
• What campaigns, ad groups or keywords saw the largest moves
• Did any of my recent changes break something, or you may want to know the outcome of the changes you apply

This is a change detection report; it compares two periods, it highlights both the negative and positive changes, and will let you drilldown and see further details about those changes. Armed with this knowledge, a PPC manager can make informed decisions.

For some accounts, this report can help reduce the rollercoaster results. For other accounts, there are times, when at a glance, the account seems to be doing well, but there might be significant fluctuations beneath the surface.

You can compare weeks, months or quarters. Comparison can be performed at any level of the account e.g. campaigns, ad groups, or keywords based on the following performance measurements: