Google Ads provides explanations for why specific changes in performance likely occurred. Advertisers can request explanations by clicking on the “See Explanations” button. Significant changes will be emphasized in blue, as shown in the example below.
What this means for advertisers: With explanations, advertisers can view the most likely reasons for impression, click, and cost changes with only a click of a button. This makes it easy for advertisers to spend more time focusing on optimizations, and less time analyzing performance issues.
Google asks that advertisers keep the following in mind before getting started:
- Explanations is currently available for manual CPC or eCPC Search campaigns
- Explanations can compare two time periods of equal length within the last 90 days
- Explanations may only show campaigns with significant performance changes.
With the ability to request explanations directly in Google Ads, advertisers can quickly identify key factors that may be affecting their campaign performance. These insights streamline the optimization process by providing immediate context behind performance fluctuations. By reducing the time spent analyzing performance, advertisers can focus on implementing effective changes to improve results. Keep in mind that the feature is only available for manual CPC or eCPC Search campaigns and may only be applicable to campaigns with significant changes in performance over equal time periods within the last 90 days.
