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Uncovering the Root Cause of Changes in PPC Performance

At Get Digital, we understand the critical role of pay-per-click (PPC) advertising in driving targeted traffic and generating leads for businesses. We are experts in PPC services, and we know it is important to find out why PPC performance changes. This article will assist you in finding and fixing problems that might be making your PPC campaigns less successful. We’ll talk about how to do a root cause analysis.

At Get Digital, we specialize in providing top-notch PPC courses to help businesses maximize their online advertising campaigns.

Our courses are tailored to meet the needs of beginners and experienced marketers alike, covering key concepts such as keyword research, ad creation, targeting strategies, and campaign optimization.

Getting to the Core Issue of Your PPC Account:

When faced with changes in PPC performance, it is crucial to identify the core issue affecting your account. A systematic approach is necessary, involving a careful analysis of different factors such as ad copy, landing page experience, bidding strategy, targeting options, and overall campaign structure. By thoroughly examining these elements, you can pinpoint the specific areas that require attention and optimization to drive better results for your PPC campaigns.

Isolating the Impacted Timeframe:

To accurately determine the root cause of changes in PPC performance, it is essential to isolate the timeframe in which the changes occurred. This allows you to identify any external factors that may have influenced the fluctuations in metrics. By comparing data from different time periods, you can detect patterns or anomalies that provide valuable insights into the root cause of the performance changes. For instance, a sudden drop in performance may coincide with changes in your ad copy or landing page, or it could be influenced by external factors such as seasonality or industry trends.

Determining Macro and Micro Issues:

During the root cause analysis, it is important to distinguish between macro and micro issues affecting your PPC campaigns. Macro issues refer to overarching problems that impact multiple campaigns or channels. These may include changes in the competitive landscape, shifts in consumer behavior, modifications to search engine algorithms or even changes in your target audience’s preferences. On the other hand, micro issues are specific to individual campaigns or ad groups and can include factors like keyword selection, ad relevance, bid adjustments, or even the quality and performance of specific landing pages. By examining both macro and micro issues, you can gain a comprehensive understanding of the factors impacting your PPC performance and devise effective strategies to address them.

Tools for PPC Root Cause Analysis:

Several powerful tools can assist in conducting a PPC root cause analysis, providing valuable data and insights. Google Analytics tracks website traffic, behavior, and conversion rates. Linking PPC campaigns to Google Analytics enables effective ad evaluation and a holistic performance view. Identify landing page and user experience issues. Additionally, PPC platforms like Google Ads and Microsoft Advertising offer robust reporting and analytics features that enable you to drill down into campaign performance and identify areas for improvement. These platforms provide essential data on impressions, clicks, conversions, and other relevant metrics, enabling you to make data-driven decisions when optimizing your PPC campaigns.

A Systematic Approach to Analyzing PPC Issues:

To conduct an effective root cause analysis for your PPC accounts, it is crucial to follow a systematic approach. Here are the key steps to consider:

  • Data Collection: Gather relevant data from your PPC platform, analytics tools, and any other relevant sources. This includes campaign metrics, click-through rates (CTR), conversion rates, and cost-per-acquisition (CPA). Additionally, gather information on any recent changes or updates to your campaigns or external factors that may have influenced performance.
  • Performance Comparison: Compare performance data from different time periods to identify any notable changes or trends. Pay attention to both positive and negative changes in metrics, as they can provide valuable insights into what is working well or where improvements are needed.
  • Hypothesis Generation: Formulate hypotheses based on the observed changes in PPC performance. Consider both macro and micro issues that could potentially impact your campaigns. Let’s say you see fewer people clicking on your ad. You might think that your ad words or target audience needs to be improved. Generating multiple hypotheses allows you to explore different possibilities and address various aspects of your campaigns.
  • Testing and Validation: Test your hypotheses by making specific adjustments to your campaigns. Implement changes to your ad copy, landing pages, targeting settings, bidding strategy, or any other areas you suspect may be causing performance issues. Monitor the impact of these changes on performance metrics to validate your hypotheses. This may involve conducting A/B tests, where you compare the performance of different variations of your ads or landing pages to determine which elements drive better results.
  • Optimization and Continuous Monitoring: Implement the necessary optimizations based on your findings. Adjust your campaign settings, optimize your ad copy, fine-tune your targeting options, and refine your bidding strategy based on the insights gained from your root cause analysis. Additionally, continuously monitor your PPC campaigns to ensure ongoing success and promptly address any new issues that may arise. Regularly review your performance metrics, conduct periodic analyses, and stay updated with industry trends to stay ahead of the competition.


Uncovering the root cause of changes in PPC performance is crucial for optimizing campaign success. By employing a systematic approach and utilizing the right tools, you can identify and address both macro and micro issues that impact your PPC accounts. At Get Digital, we specialize in providing comprehensive PPC services, helping businesses drive targeted traffic, increase conversions, and achieve their marketing goals. With our expertise in root cause analysis and optimization strategies, we can help you navigate the complexities of PPC advertising and maximize the effectiveness of your campaigns. 

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