Value/Importance: [rating=3]
Recommended link: Adwords New Top Movers report
Whether you manage AdWords Hands-on, or manage others internally or at an agency, we thought this was a useful addition to AdWords. The new Top Movers Report will help you compare Volume and Cost changes for each campaign quickly. You can compare periods of 7, 14, or 28 days, so it's ideal for weekly or monthly reviews although click quality and value measures need to be accessed from elsewhere.
Select the 'Dimensions Tab' to view this report.
In brief, it provides a comparison of two consecutive periods, and shows the campaigns and ad groups with the greatest changes in that period and potential reasons for change; increase in bids or changes to keywords!.
Another feature we thought would be useful to alert you to is the Google Analytics Attribution modelling tool - which is now available to all users - not just those with the premium account - to access it, you will have to join the whitelist. For an introduction to how apply this in AdWords, see this video from PPC Hero - warning - features cute puppies.
The AdWords help file explains different attribution modelling options without puppies.
By Chris Soames
Chris Soames is a Smart Insights blogger and consultant, he has worked in digital marketing for over 6 years with the last few years managing international web strategies for a leading travel brand. Now the Commercial Director at First 10, an Integrated marketing agency, he helps clients get clarity on their marketing strategy and create campaigns engineered to engage with their consumers to help drive sell-through. Most of all, Chris enjoys working with talented people who want to create great (& commercial) things not just tick boxes.
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