As account managers, we are frequently asked questions about why an AdWords or Bing Ads account's performance changed. For example, why did conversions or clicks drop last month? The PPC Investigator answers such questions by finding exactly which element in the account caused a metric to increase or decrease. Is it a keyword, placement, or an entire network that caused the change.
The search query volume refers to the number of impressions that an account was eligible to receive during a given time period. It is further split into search query volume and display query volume. As the name suggests, search query volume is the eligible impressions on the search network and display query volume is impressions on the display network.
A change is search query volume can be caused due to external factors like seasonality or demand for the product/service. For example, if you're selling halloween costumes you'll see a drop in search query volume in November vs. October. A drop in search query volume can also happen if some high traffic keywords in the account were paused. Display query volume is also affected by similar factors.
You can use search query volume to investigate cases where there is a drop in traffic or conversions. It can help figure out if traffic or conversions fell due to lower number of searches on a particular topic or if there is something else that needs to be fixed in the account. To investigate further, it is a good idea to look at the 'root cause analysis' because that tells you exactly which element in the account saw the highest change in performance.
The query volume is calculated based on the impression share metric that is available in the AdWords account. The metric is not present as is in AdWords but is calculated based on other metrics available in AdWords like impression share and impressions.
A change is query volume can be caused due to external factors like seasonality or demand for the product/service. For example, if you're selling Halloween costumes you'll see a drop in search query volume in November vs. October because fewer people are looking Halloween costumes after the holiday is over. A drop in search query volume can also happen if some high traffic keywords in the account were paused. Display query volume is also affected by similar factors.
In the Root Cause Analysis, the positive/negative movers are the account items (Campaigns/Ad Groups/Product partition/Keywords, performance etc.) that had the highest increase/decrease in the metric that is being investigated. The system tries to go show the most granular combinations that have had a significant change in performance. This the reason that you may see a keyword+ad group combination listed, or a whole network.
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