4. Is there a trend to be seen and should I do something about it?
When you look at the data over long stretches of time, you’ll see that the numbers will naturally rise and fall. Ideally, you will see an overall upward trend in the data. If you do, it means that you’re on the right track. If not, you may have a problem. In either case, before you do anything to modify the campaign, look for ways to cross-reference the data. You may find that the perceived trend is easily explained by looking at data that reveals an outside influence such as a shift in spending on the campaign’s ad budget or changes in economic conditions.
For example, you may see your website traffic go down over a period of three months and think, “What’s going on?” You then look at your click numbers from your Google Ads and see that those are down too. “Uh oh!” you think, “I may have a problem here.” Then you look at your spend and it’s down too and look at the calendar and see that it’s late December and realize that people are probably not searching for dental care as much during November and December. You’d still want to talk with your account manager who oversees your ad campaign but if people are online less, you’ll naturally see a reduction in clicks and spending from a paid search campaign.