Google Ads will now provide explanations for why specific changes in performance likely occurred.
Advertisers can request explanations by clicking on the new “See Explanations” button.
“Understanding why your performance changes is critical when optimizing a campaign. However, it can be time-consuming to diagnose why your metrics can fluctuate. To help you understand some performance changes in your campaigns and ad groups faster, you can now request explanations.”
Advertisers can view explanations for changes in impressions, clicks, and cost. Google Ads will provide the most likely reasons behind why the changes occurred.
With this new feature, advertisers can spend less time diagnosing performance changes and more time optimizing their campaigns. Look for it next time you’re comparing changes over time – significant changes will be emphasized in blue, as shown in the example below.
Google asks that advertisers keep the following in mind before getting started with explanations:
- Explanations is currently available for manual CPC or eCPC Search campaigns
- Explanations can compare two time periods of equal length within the last 90 days
- Explanations may only show for campaigns with significant performance changes
Lastly, explanations is currently in beta. Its functionality will be expanded on over the coming months.
Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.
The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.
Google Ads to Explain Why Changes in Performance Occurred How Does PPC Advertising Work?
Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.
Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.
Sounds simple enough?
Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.
The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.
However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.
We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.
We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.