AdWords New Top Movers Reporting
You may have noticed a top movers image when you log into your Google AdWords interface. Some of you may be wondering what this is. This post will look at what it is and the benefits of this new feature that Google have just rolled out.
This new method has been introduced to help you determine what changes have occurred that have resulted in a drastic change in your clicks or your cost.
Access this new feature by clicking on the dimensions tab, click view, then select top movers. You can then either select 7 days, 14 days and 28 days which you can compare to the previous period, or look at reports from the last 90 days. This new feature allows you to see which campaigns and ad groups have experienced the most changes in regards to clicks and cost and it also highlights changes which resulted from this.
The way in which it is broken down to you is that it will look at up to 10 of the largest moves in clicks or cost and then if there was an increase it would be categorised into the “top increases” category.
If it was a decrease then it will go into the “top decreases category”. You will be able to see a list of possible causes which you may have missed. If there was no significant change then it will be disclosed in the “other changes,” which you can see in the example below.
Please note that in the “possible causes” it only considers the changes made to your account not whether there has been a change in competition or an increase in or whether there are new ads in your account.
This will help us have a generic overview of our account, and it allows others in our PPC department who do not work on the account on a day to day basis to gain an insight of the changes that have been made. Hopefully Google will roll out some more changes to improve this feature by including conversions because at the minute this is where the feature is flawed and it will help us advertisers to see our errors. Also I hope they introduce a custom date range to compare, because at the moment if you wish to just compare 7 days, you are only comparing it to the 7 day period previous to this.