As much as we spend measuring and reporting brazil phone number list results at aggregate levels, when it comes to optimizing an account, we need to be precise. After all, when you find a campaign that's underperforming, fixing it requires digging deeper into settings, messaging (ads), or targeting (keywords, audiences, placements).But since the introduction brazil phone number list of close variants has made exact match keywords no longer exact, you should go further and analyze the queries. For example, when you see that campaign performance deteriorates with rsas, is it because rsas are worse than etas?
Or did adding rsa change the query mix and that's brazil phone number list the real reason for the performance change?Here's what makes ppc so challenging (but also fun). When you edit anything , you're likely changing the auctions (and queries) your ads participate in. A change in the auctions your ad participates in is also called a change in query brazil phone number list mix . When you analyze performance at an aggregate level, you may be missing the mix of queries and not necessarily making an apples-to-apples comparison.The query mix changes in three ways
Old queries that are still triggering your ads currentlynew queries Vbrazil phone number listthat previously weren't triggering your adsold queries that stopped triggering your adsonly the first bucket is close to an apples to apples comparison. With the second compartment, you introduced the oranges into the analysis. And the third bucket represents the apples (good, bad, or both) you threw away.Query mix analysis explains why results changed query-level analysis brazil phone number list is useful because it can more clearly explain the “why” rather than the “what.