3 Free Tools to Help Investigate & Fix PPC Account Performance Changes via @siliconvallaeys
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3 Free Tools to Help Investigate & Fix PPC Account Performance Changes
Figuring out why the performance of a PPC account has changed can be one of the most time-consuming tasks in PPC.
Not only is it a big time drain, but it's also often associated with a fire drill, done at the urgent request of a boss or client who is demanding answers after something didn't go as planned.
I'll cover how a typical investigation is done and share free tools and scripts that can help speed up this process.
Of particular interest is Google's just-announced 'Explanations' feature, which can be a great help when trying to find the culprit when things don't go as planned.
How to Investigate Account Performance Changes
A typical investigation can consume hours if done manually and usually follows these steps:
Step 1: Know You Have an Issue
We've all got a lot on our plates. So, chances are, you aren't logging into all your accounts every hour.
That's why it's so important to have good monitoring in place so that you'll get an alert if something is going on with an account.
If you don't have good monitoring, rest assured your client will monitor things for you.
But that comes with a downside: they will yell at you
Also, by that point, things may have gone far off track.
So set up some good alerts and spare yourself that trouble.
You'll look like the PPC rockstar you are if you squash a problem before it gets out of hand.
Step 2: Find the Best Place to Start the Investigation
Once you know that an investigation is needed, it's time to find out where to start.
A big change in performance can come from the combination of many small changes or from some isolated bigger changes.
1 + 2 + 1 and 0 + 0 + 4 are both 4
It helps focus your effort when you know where the biggest changes appear to have hap