You notice that adwords revenue for a certain word has dropped in Italy for the last 30 days. How do you go about determining why that has happened?

Adword Revenue : No. of impressions * Click Thru Rate * Cost Per Click Anyone of the three parameters could decline to have an overall reduction in revenue. No. of Impressions could go down if a. The internet usage has fallen for some socio-culturaal reasons in Italy b. The usage of Google search has reduced because of may be some competitor applicaton launch or some major marketing promotion activities c. Some major technical issues has come up may be in the Google servers which is resulting in higher latency in Google Search applications resulting in reduced usage Click Thru Rate might have gone down 1 Major shift is usage clusters Keywords used have changed resulting in changed search behavior where in people are less prone to click thru. 2 Some technical issues like adds not displayed properly Same major flaw in random add picking might have got introduced 3. Some recent layout change has been there and peope are yet to get accustomed with the changed layout Reduced CPC: 1. People are spending less on Adwords and hence bidding less 2 Due to the keyword change, the new cluster CPC is much lesser.

1. Determine the amount of decrease in month over month percentages, and make sure this isn't a trend. 2. Assuming we've seen similar decreases in conversions and clicks, 30 days is a month's time. Let's say this is in August, when the entire country uses the majority of their average of 42 vacation days per year. That's a factor. 3. Given you've said decreases in revenue and assuming all click and conversion data remained the same month over month, we may look for broken dynamic revenue variable conversion codes on the page source. Was there a site update?