flowchart setup, you can easily determine that the drop in conversions this week is the result of your campaigns capturing lower quality users or providing a worse user experience than the week before. Although the flowchart has gotten you this far, the next steps can still be a bit confusing. You know you want to improve the quality of the users you target in your paid search campaigns, but you're not sure how to go about it. There's a myriad of analysis to perform, and rabbit holes to dig, and this is where your knowledge of the account will matter. Solution 2: Determine
the questions you want to answer and with our example, the overarching goal that emerges from analyzing your weekly report could be to increase overall conversion volume by addressing the change in the group of users who clicked on your ads. The change in the quality of these users is what lowered the CVR. Now all you have to do is figure employee email list out what has changed in those users. Easy right? A good method to break down this objective is to determine the questions you want to ask about the potential root causes of a change in the CVR. For example:Are ads in my campaign being triggered by irrelevant search queries
that don't match my business? Have my campaign landing pages changed recently? Identifying the underlying questions you want to answer helps streamline the analysis and optimization process. Continuing our example, let's say you know that your campaign landing pages haven't changed recently. So it makes more sense to look at irrelevant search terms that are triggering your ads to show. Now you know that you will need to perform search query analysis to find queries that are not relevant to your business and are negatively affecting performance. Pro Tip: Model which scans you perform more often to further streamline your workflow. Analytics modeling can easily be done using tools like Power BI - check out our guide here! After you've finished analyzing your search query, you'll have a list of irrelevant search terms you'll want to discard, and even some potential