{"id":279,"date":"2020-06-06T19:19:08","date_gmt":"2020-06-06T13:49:08","guid":{"rendered":"https:\/\/eglobalsoftsolutions.com\/blog\/?p=279"},"modified":"2020-06-06T19:19:08","modified_gmt":"2020-06-06T13:49:08","slug":"using-google-ads-explanation-to-understand-performance-changes","status":"publish","type":"post","link":"https:\/\/eglobalsoftsolutions.com\/blog\/using-google-ads-explanation-to-understand-performance-changes\/","title":{"rendered":"Using Google Ads Explanation to Understand Performance Changes"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Google Ads has been testing its brand new feature\n\u201cExplanations\u201d in the UI. This feature will enable the advertisers and\nmarketers to identify the potential causes behind the fluctuations in\nconversion volumes, impressions, search campaign clicks, etc.<\/p>\n\n\n\n

Google announced this week that the \u201cexplanations\u201d\nfeature would be available at the ad group and campaign level when there is a\nsubstantial shift in the conversion, clicks, cost, and impressions performance\nwith just one click.<\/p>\n\n\n\n

This feature will help the marketers to focus more on\noptimization and less on identifying the issues affecting performance. For\ninstance, let\u2019s assume your business observed a significant drop in the\nimpressions of one of your campaigns for two consecutive weeks. Now instead of\ndiving into a big pool of reports to understand the cause, you can find it by\njust clicking the \u201cSee Explanations\u201d option on your campaign.<\/p>\n\n\n\n

Moreover, Explanations are only available for the\nenhanced CPC or search campaigns using manual bidding at this moment.<\/p>\n\n\n\n

How\ndo Explanations work?<\/strong><\/h5>\n\n\n\n

To view Explanations, you will have to analyze adjoining\ntime periods of the same duration (for example, a week vs. the previous week)\nand have adequate activity volume.<\/p>\n\n\n\n

If the percentage change in a column is in blue color,\nthat means the explanations are available. In contrast, if the percentage\nchange in a column is in grey color, that means the explanations are\nunavailable. Additionally, explanations will be accessible for the last 90 days\nonly.<\/p>\n\n\n\n

You can see the Explanations by hovering over a blue\npercentage change column; the option will pop up there. As soon as click on it,\nGoogle Ads will begin processing the Explanations report, searching for all the\npossible common reasons. The explanations report will be shown on the right-hand\nside of your screen.<\/p>\n\n\n\n

The tool will check the following things:<\/p>\n\n\n\n

  • Budget\n– <\/strong>It\nwill show you how the budget changes might have affected the number of clicks\nand impressions your ads obtained.<\/li>
  • Auction\nActivity & Search Interest –<\/strong> You can see how\nfluctuations in search volumes on search partners and opting in\/out of your\nsearch partners might have affected your performance.<\/li>
  • Targeting\nChanges – <\/strong>It will show you how changing your location target,\nkeywords target, keywords status, and adding up or eliminating the audience\nmight have affected your performance.<\/li>
  • Bid\nChanges –<\/strong> Google will show you how changing your bids might have\naffected where and how frequently your ads appeared.<\/li>
  • Account\nSettings –<\/strong> You will be able to see if the changes in your Google\nAds account have affected your performance.<\/li>
  • Budgeting\n– <\/strong>You\ncan also find out if allocating your budget across multiple units (such as ad\ngroups) might have affected the performance of the rest of the units.<\/li><\/ul>\n\n\n\n
    What\nYou Will See?<\/strong><\/h5>\n\n\n\n

    If you perform Explanations at the campaign level,\nGoogle Ads will highlight the probable causes responsible for the alterations\nat the keyword and ad group levels in the results. You will be able to see a\nlist of the things that Google Ads has run scans for and what it found\nexplanations for and what it didn\u2019t. Also, Google does not scan factors like\nchanges in your website and your ads as the factors affecting your performance.\nThis will be mentioned at the bottom of your report.<\/p>\n\n\n\n

    So, this was all about this latest Google Ads feature.\nIf you are running a search campaign or an ad group, this tool will come handy\nto you. You just need to login to your account, open your campaign, and\n\u201ccompare\u201d. This will also help you bring the necessary changes in your campaigns\nand get it running on the track.<\/p>\n\n\n\n

    We hope this information is useful to you. Let us know\nhow this tool works out for you by dropping your experiences in the comments\nbelow!<\/p>\n","protected":false},"excerpt":{"rendered":"

    Google Ads has been testing its brand new feature \u201cExplanations\u201d in the UI. This feature will enable the advertisers and marketers to identify the potential causes behind the fluctuations in conversion volumes, impressions, search campaign clicks, etc. Google announced this week that the \u201cexplanations\u201d feature would be available at the ad group and campaign level […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":[],"categories":[70],"tags":[37],"_links":{"self":[{"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/posts\/279"}],"collection":[{"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/comments?post=279"}],"version-history":[{"count":1,"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/posts\/279\/revisions"}],"predecessor-version":[{"id":281,"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/posts\/279\/revisions\/281"}],"wp:attachment":[{"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/media?parent=279"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/categories?post=279"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eglobalsoftsolutions.com\/blog\/wp-json\/wp\/v2\/tags?post=279"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}