Introduction

Struggling to explain sudden changes in your PPC performance? Whether you’re prepping for a client review, reacting to a cost spike, or answering the classic “why did conversions drop?”.

This walkthrough helps you get clear, data-backed answers. Learn how to investigate performance shifts using Optmyzr’s AI assistant, PPC Investigator, and comparison tools — so you can move from guesswork to confident action.

What You Will Learn

1. Explaining Performance Shifts Can Be Challenging

• Performance fluctuations are inevitable in PPC — but understanding why they happen isn’t always straightforward.
• Advertisers need to connect metric changes to root causes like bidding updates, campaign structure shifts, or traffic mix changes.
• Without a clear process, explanations risk being based on guesswork instead of real data.

2. Start Your Investigation with Optmyzr Sidekick

• AI-powered analysis offers a faster way to spot high-level performance shifts.
• Optmyzr’s Sidekick Assistant summarizes what changed and why — highlighting shifts in conversions, CPC, or CTR and identifying likely contributing factors.
• This reduces time spent hunting across multiple dashboards.

3. Dig Deeper With PPC Investigator

• Surface-level insights are only part of the story.
• PPC Investigator helps you drill down into the cause of metric shifts by analyzing the full performance chain — impressions, clicks, CPC, CTR, and conversion rate.
• This context is essential for building accurate narratives in reports and reviews.

4. Uncover Root Causes with Top Movers

• Root Cause Analysis highlights which ad groups, keywords, networks, or devices contributed most — positively or negatively — to performance changes.
• These insights help differentiate meaningful wins from noise, and spot where campaign cleanup or reactivation is needed.

5. Make Smarter Decisions With Segment-Level Comparisons

• Device, network, and audience segments often behave differently — and hide critical insights.
• Optmyzr’s Performance Comparison shows how results differ across combinations like mobile vs. desktop, or search vs. search partners.
• This helps you verify whether performance shifts are strategic wins or unintended side effects.

6. Use Automated Monitoring for Ongoing Optimizations

• Campaign performance isn’t static — and neither should your response be.
• Optmyzr helps you stay ahead of changes with automated alerts, placement cleanups, and rule-based actions that keep performance on track without manual effort.

Tools & Resources

• Account Dashboard - User Guide
• PPC Investigator - User Guide
• Anomaly Alerts
• Performance Comparison