Google launched last week that they had rolled out a top movers report. This report, at campaign level, shows the top moving clicks and costs each week.
The report shows the following:
- Topline increases and decreases in clicks and costs for all campaigns
- Top increases in costs -> Showing changes in average position, clicks, average CPC, impressions and clicks
- Top decreases in costs -> Showing changes in average position, clicks, average CPC, impressions and clicks
The great thing about this report is it highlights some of the possible reasons why the changes have occurred. Be that a change in bids, keywords deleted or new ads introduced. I would expect this report will become part of the Monday morning ritual to check what is driving a change in costs or clicks over a certain time period.
The report can be found in the campaign tab -> Dimensions tab -> Top movers
Is this a report you’ll now be looking at regularly?