PPC is an excellent tool for driving targeted traffic to your website. But, it’s not uncommon for PPC performance to suffer occasionally. To get to the root cause of this problem, it's important to start by looking at the data and understanding how performance changes.

In this article, let's explore everything on how to identify the root cause of PPC performance changes. Whether you are running ads for the first time or need to diagnose an existing ad campaign, this step-by-step guide will be useful. Even if you're planning to take professional PPC services, it's important to be aware of it.

What exactly are PPC performance changes?

PPC performance changes refer to the fluctuations in PPC performance over time. This could be a sudden increase or decrease in clicks, cost-per-click, or conversions. You should be aware of changes in PPC performance as they can have a direct impact on your bottom line.

If overlooked, you could end up spending more money and not get the desired results. So, understanding the root cause of PPC performance changes is essential for long-term success.

Steps to Uncover the Root Causes of PPC Performance Changes

Find out the underlying problem:

The first step to do in PPC is to identify the underlying problem. Check your PPC campaigns and see if you are getting more or fewer impressions, clicks, leads, and conversions. This will give you a better idea of what’s happening in your campaigns. Without identifying the problem, you won’t be able to move forward.

Collect relevant data:

Now that you know what’s happening, it's time to collect relevant data. Start by getting all the numbers related to your PPC campaigns, including impressions, clicks, cost-per-click, and conversions. This will help you understand the changes in performance over time. Furthermore, you can also use this data to analyze the effectiveness of your campaigns.

Analyze the data:

Once you have all the relevant data, it's time to analyze it. Consider what’s causing the performance changes, such as incorrect bid strategies, ineffective targeting options, or budget constraints. Once you’ve identified the problem, it's time to take corrective measures.

Test and adjust:

The last step is to test and adjust your campaigns. Try different bid strategies, targeting options, and budget allocations to find the sweet spot. Keep testing and adjusting until you get the desired results. Furthermore, don’t forget to track the results to determine their effectiveness.

How to distinguish micro and macro issues?

When looking at PPC performance changes, it's important to distinguish between micro and macro issues. Micro-level issues refer to small changes in performance, such as a decrease in clicks. These are usually caused by changes in the ad copy or targeting options.

On the other hand, macro-level issues refer to large changes in performance, such as a sudden drop in leads. These are usually caused by external factors like Google algorithm updates or fluctuations in the market.

Therefore, it's important to distinguish between micro and macro issues in order to diagnose the root cause of PPC performance changes.

Tools to analyze PPC performance changes:

Account change history:

This tool allows you to track recent changes in your account, including bids and budgets. Furthermore, it also provides valuable insights into the performance of the changes. This can help you understand the root cause of PPC performance changes. Go through the logs of the changes and look for any anomalies that could be causing the performance changes.

Account reporting:

Account reporting can help you analyze the performance of your campaigns over time. It's an effective way to track changes in impressions, clicks, cost-per-click, and conversions. Furthermore, you can also set up custom reports to get the most relevant insights into your business.

Google Analytics:

Google Analytics is one of the most comprehensive tools to analyze PPC performance. It provides detailed insights into your campaigns, including which keywords drive the most traffic and conversions. Additionally, you can use it to track performance changes over time. Using Analytics, you can quickly identify the root cause of PPC performance changes.

Google Trends:

Google Trends is a great way to monitor changes in the market. It helps you track the performance of specific keywords and industries over time. This is useful for identifying macro-level changes in performance, such as sudden drops due to shifts in the market.

Why does your business need a systematic plan to manage PPC performance changes?

PPC performance changes can have a significant impact on your business. When left unchecked, they can lead to wasted ad spend and lost conversions. Therefore, it's important to have a systematic plan in place to manage PPC performance changes.

A good plan should include regular data analysis, testing and adjusting campaigns, tracking performance changes over time, and monitoring external market fluctuations. Additionally, you should use the right tools to gather insights into your campaigns and accurately assess the root cause of PPC performance changes.

Having a systematic plan in place will help you determine the root cause of PPC performance changes quickly and accurately, allowing you to make the necessary adjustments. This will ensure that your campaigns are optimized for maximum effectiveness.

Why opt for professional PPC packages?

You gain access to their expertise:

Professional PPC packages give you access to a team of experienced professionals who can analyze data and adjust campaigns for optimal performance. They have the knowledge and expertise to quickly identify and address any root cause of PPC performance changes.

Better ads optimization:

PPC packages also come with advanced tools for analyzing, tracking, and optimizing your campaigns. These tools can help you create more effective ad copies and develop strategies for maximum ROI. This can help you get the most out of your paid campaigns and maximize your return on investment.

You gain an edge in the market:

Having access to professional PPC packages can give you an edge over your competitors. By leveraging the insights from these packages, you can develop strategies that are tailored to your business and target audience. This can help you stay ahead of the competition and increase your chances of success.

Wrapping up!

Uncovering the root cause of PPC performance changes can be a complicated and challenging task. However, with the right approach and tools, you can quickly identify and address any issues. In 2023 when the competition among businesses is increasing, professional PPC packages can give you an edge over your competitors.

They provide access to experienced professionals and advanced tools that can help you maximize your ROI and get the most out of your paid campaigns. Get started with professional PPC services and take your business to the next level!