How to Improve PPC Performance: Why You Should Be Measuring Significant Movers in PPC Advertising

Are you wondering how to measure drastic changes in your PPC account?

There is a lot to keep tabs on in Google Ads, and if you don’t know what you should be looking at, it can quickly get out of control.

PPC advertisers must monitor their campaigns closely, assessing the biggest changes in PPC accounts to understand what is going on. Fortunately, Google Ads provides predefined reports that can help you gain valuable insights into the performance of your campaigns, ad groups, and keywords.

In this article, we’ll show you how measuring significant changes and top movers in your PPC account can be instrumental in advertising success.

Why You Should Focus on the Biggest Changes in a PPC Account

Imagine that you own ten shares of Facebook stock. Suddenly, the value of your stock drops by 5 points – a very plausible scenario given Facebook’s PR troubles over the past year!

Although some minor fluctuations are to be expected in stocks, you shouldn’t turn a blind eye to sharp drops like this. It’s a wise move to monitor movements, and try to understand what is happening so that you can react accordingly.

In paid advertising, smart marketers take a similar approach to their campaigns. After all, paid advertising is a crucial investment for your business.

The best method to understand why your account is trending upwards or fading downwards is to isolate the Campaigns, Ad Groups, and keywords that are demonstrating the greatest change in performance.

You can do this a lot easier with the PPCexpo Top Movers Report. This integration for Google Ads users provides an overview of the biggest changes in PPC accounts.

Possible Causes for Drastic Changes in PPC Accounts

When you are using the Top Mover’s Report in your Google Ads account, you can analyze the possible causes of significant movement in your ad campaigns or ad groups.

The report then splits the various causes into three defined buckets:

• Changes that your competitors have made – For example, increasing or decreasing their keyword bids.
• Changes in user search traffic patterns – When the search volume for your high-cost or low-cost keywords fluctuates as a result of brand perception, seasonality or other external influences.
• Changes to your account – Such as budget increases or decreases, or changes to your keyword list.

 

How The PPCexpo Top Movers Report Enhances Analysis

At PPCexpo, we understand that ad groups and keywords play a vital role in the success of your advertising campaigns. It’s important to know the ad groups and the keywords that are driving the most significant changes in your PPC account.

Our analysis extends through the different levels of the existing hierarchy in your Google Ads account:

1. Campaigns
2. Ad Groups
3. Keywords

What Metrics do we Measure?

The PPCexpo Top Movers Report helps you discover changes in Campaigns, Ad groups, and Keywords. Marketers can use the report when measuring significant changes in a number of key metrics, such as:

• Impressions
• Clicks
• Cost
• Conversions
• Conversion Spend
• Conversion Value
• Wasted Spend
• Impression Opportunity

 

3 Truths About Significant Movers

When you are monitoring the key metrics and looking for big changes, it can take a little practice before you understand which metrics matter the most.

Here are some brief tips to get you on track sooner.

1. Good Metrics in PPC Advertising are Traffic-Focused

The click-through rate (CTR) on your campaign is one of the best to look at to determine campaign performance. If you are getting plenty of clicks, it’s a sign that your ads are relevant and engaging for viewers.

Google Ads provides a range of great metrics that are traffic-focused, including impression share and device segmentation. While you can get good insights into your campaign success with these metrics, it’s crucial that you don’t forget the bigger goal:

Making profit.

Traffic-focused metrics can’t give you the big picture when it comes to your bottom line, which brings us to the next type…

2. Better Metrics for PPC Advertising are Conversion-Focused

By focusing on the metrics that show you how well your ads are converting, you hone your sights on getting genuine results, rather than high click rates.

Low conversion rates indicate a confusing or complicated buyer’s journey or an offer that doesn’t resonate with your target audience.

Look to boost conversion metrics to get more from your ad campaigns.

3. The Best Metrics for PPC Advertising are ROI-focused

The golden metrics are those that deliver a solid return on your advertising spend.

By tracking your leads from the initial click until the sale, and then measuring your revenue per lead, you can discover just how much return on investment (ROI) your leads are worth to your business.

Developing a deep understanding of the campaigns, specific ads, and exact keywords that generate the most ROI is a huge step to getting the edge on your competition.

Measuring Significant Movers is Easy with the Top Movers Report

So, the problem that many marketers encounter is the sheer amount of data Google Ads has to offer. It would be incredibly time-consuming to perform deep analysis of every one of your campaigns, ad groups, and keywords.

Fortunately, you don’t need to do that.

With the 80/20 theory from the Pareto Principle, you can focus only on the top contributors that are driving the most significant changes in your PPC account.

This saves you time and money, allowing you to cut losses on low-contributors and invest your resources in the aspects of your advertising that actually generate a good ROI.

The PPCexpo Top Movers Report makes this process easier for modern marketers. It is a succinct summary of the Campaigns, Ad Groups, and keywords that have undergone the most drastic changes within a specified time frame.

With the insights this report offers, you can pinpoint the specific Campaigns, Ad Groups, and keywords that need the most attention.