How to keep up with macro trends that impact PPC performance – Search Engine Land

Understanding macro trends is crucial for making informed decisions within your PPC account. This is why businesses must create a holistic monitoring plan that takes all relevant data points into account.

3 ways to stay on top of PPC performance covered how to monitor your paid search performance comprehensively.

This article will demonstrate how to set up monitoring and analysis processes for macro-level events that impact your overall PPC performance and business.

Contextualize your PPC performance with macro-trend monitoring

Various external factors may impact your paid search efforts. Thus, your PPC monitoring plan should help you surface emerging trends in your industry so you can adapt your advertising strategies accordingly.

Tracking news cycles, PR, and competitor activity can provide valuable insights into your industry and how your advertising performance compares.

Here are some benefits of macro-trend monitoring for PPC:

• Crisis management: Monitoring PR through Google…

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