Sometimes it can be very difficult to identify exactly which areas you need to watch in your account. You log in to check the previous day’s activity and a KPI has dramatically changed – that causes you to check your Campaigns, Adgroups, Keywords, Dimensions, multiple date ranges and your Change History to try and work out exactly what has changed and why.
Enter the Top Movers Report. Google has introduced an ‘at a glance’ view to show you what Campaigns and Adgroups saw the biggest changes in clicks and cost, and to give some suggestions why those changes happened. You’ll find it on the Dimensions tab menu:
The most helpful part of the report is below the table. You get a list of the Top Movers (which are either Campaigns or Adgroups) and details of how they have moved:
You can view the top movers by either Cost or Clicks – just use the headers of the summary table to switch between the two. In my opinion, I think Google need to add Conversion metrics to this (especially for the 28 day view) so that it’s easy to see the real impact of the cost and click changes – if your cost has doubled but your conversions have too, that’s surely a good thing!
Written by Chris Davenport-Smith