More Ways To Spot An Issue With Your PPC Campaign

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May 19th, 2010 by Laura

It is an occupational hazard that when you change aspects of your pay per click account you may experience a drop in clicks or leads. It can be difficult then to backtrack and identify what you did that had the negative impact. Keeping a log of your changes and running reports to identify the exact time it occurred are great starting points. Here are more steps you can take:

Keyword, ad group and campaign reports – If the problem has been happening for a few days you can run a report to cover that period, the previous week and the week after. Highlight which campaign had the largest drop in leads or clicks. Once the campaign is identified drill down to identify the ad group level and finally the keyword.

If the problem source is at keyword or ad group level you can identify if the cost-per-click fell during that time or whether it was the ad position that decreased. This may prompt a change in the search marketing keyword or ad group bid.

404 errors or ‘no longer available’ – there can be a drop in leads with certain ad groups or keywords when a product or service comes to an end. If you have an e-commerce site then you’ll need to ensure that the products are active and can be purchased on the site. If a page 404’s then use link checker to look at the website URL and identify not found or broken pages.

At Click Consult we can help with all your PPC issues.

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