to keep up on macro trends that affect PPC performance

It is important to understand macro trends in order to make informed decisions regarding your PPC account. Businesses must have a comprehensive monitoring plan that includes all pertinent data points.

Three ways to keep up with PPC performance explained how to thoroughly monitor your paid search performance.

This article will show you how to monitor and analyze macro-level events that can impact your overall PPC performance.

Monitor macro-trends to contextualize your PPC performance

There are many external factors that could affect your paid search efforts . Your PPC monitoring plan should allow you to identify emerging trends in your industry and adapt your advertising strategies accordingly.

The ability to track news cycles, PR and competitor activity can give valuable insight into your industry and show how your advertising performance compares.

Here are some of the benefits of monitoring macro-trends for PPC

• Crisis management Using Google Alerts to monitor PR can quickly help you identify negative press and publicity. This will allow you to immediately address any potential damage to your brand’s reputation.
• Opportunity identification Keeping track of competitors’ activity will help you identify what is working in your industry. This information can be used to identify new growth opportunities for your brand and to develop strategies to distinguish it from the rest.
• Benchmarking – Comparing your PPC campaigns with your competitors provides benchmarks for campaign success. Clear benchmarks help you set realistic goals for your advertising campaigns and identify areas that need optimization.
• Cost savings – By monitoring macro-trends you can optimize your advertising spend based upon market conditions and industry trends.

This can lead to significant cost savings for companies and a higher return on investment (ROI).

Tools for monitoring macro trends

These monitoring tools can be used to keep an eye on macro trends in PPC.

• Google Analytics – This web analytics tool is free and provides information on website traffic, user behavior and conversions. It allows you to track and analyze the performance of your paid search campaigns and helps you identify areas for improvement.
• Google Search Console – Tracking organic search metrics such as clicks, impressions and click-through rates can help you to plan your paid search strategy.
• Google Trends This free tool tracks search patterns and trends across different languages and regions.
• Google Alerts – You can personalize this to track mentions keywords or phrases in a particular language, region, source or news such as blogs or videos. You can choose the frequency of alerts. It can be set to either “as it occurs” or “once per day” (or both).
• Earnings reports You’d be amazed at the information contained in earnings reports for publicly traded companies. You should attend earnings calls if you have clients in this sector.

With projections, you can anticipate potential trends and fluctuations

Based on historical data, year-over-year (YoY), projections can help you set realistic expectations about your campaign’s success.

YoY projections increase forecast accuracy, allow you to make data-driven decision, facilitate long-term strategic plan, and improve accountability.

Tools for building performance projections

You can get some free resources to help you create projections based upon your historical PPC performance.

Microsoft Advertising and Google Ads

To create monthly-to-month projections of the next year, you can download your historical performance data from both Google and Microsoft.

Adjust your forecasts by excluding data that is affected by certain strategies or changes to your PPC accounts.

Your company might have had a sale that was only once during the summer. This could boost sales. This isn’t an annual sale so it shouldn’t be included in your projections.

Google Performance Planner

Performance Planner, a tool provided by Google Ads, helps advertisers forecast and create the performance of their Google Ads campaign.

You will need to enter essential information about the campaign such as your target area, ad format and bidding strategy.

Also, you will need to enter keywords that you intend to target with your campaign. Once you have entered these details, the Performance Planner will use historical performance data from Google Ads to predict how your campaigns will perform in future.

Paid Tools

The following tools can be used to help you develop a stronger projections program:

• Optmyzr –Optmyzr offers a forecasting tool that allows you to estimate the potential performance for your Google Ads campaigns using key metrics such as your budget.
• AdStageAdStage allows you to estimate the potential performance across multiple advertising channels including search engines.
• NinjaCat – Ninjacat can use historical data to predict future PPC performance. The platform allows you to analyze historical PPC performance data including clicks and impressions as well as conversions and other relevant metrics.

Competitor monitoring informs your macro-level analysis

You can gain a better understanding of your competitors’ advertising activities by regularly checking them.

Tools for competition monitoring

Use the core PPC platforms to uncover competitive insights. Google and Microsoft offer tools that provide insight into competitor activity.

Google Ads Auction insights

Google Ads auction Insights provides a free tool to compare your performance with other advertisers in the same auction.

It can be used to compare your ads with those of your competitors and pinpoint areas where you might fall behind.

Microsoft Advertising Competition Tab

The Competition Tab offers valuable insights into your competition for your campaigns. The Auction Insights reports provide a snapshot of the performance metrics of your competitors and how they compare with yours.

Google Alerts

Google Alerts can be used to monitor your company. However, it is also a great strategy to set up alerts about your top competitors. You might be able to use their announcements for insight in your campaigns.

Earnings Reports

You should attend the earnings of your competitors if they are important to you. These calls can provide valuable insight. These calls can provide valuable insights, such as earnings reports and strategic initiatives.

Paid Tools

You can use some paid subscription tools to help you monitor your competitors. If you require more than the free tools, check out the following tools.

• Semrushallows to analyse your competitors’ paid and organic search strategies. It can be used to find out which keywords rank your competitors, their ad copy, and their budget.
• SpyFu is a specialist in competitive analysis for PPC marketing. You can see the ad history of your competitors, top-performing keywords and variations in ad copy. It can also be used to identify negative keywords your competitors are using, which can help optimize your campaigns.
• SimilarWeb –SimilarWeb gives you insights into the website traffic of your competitors, including where it is coming from and which pages are performing well. It also lets you know what channels they use for traffic.

Keep up to date with macro trends

Your PPC performance can be affected by many external factors. You should prioritize your campaigns and optimize based upon that data.

You will have an edge by understanding your competition and keeping track of trends and competitors.

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