Step 1: What Actually Changed?
Start by identifying the specific KPI that moved.
Avoid broad statements like:
„Performance is bad.“
Instead, define the issue clearly.
Ask:
Did CPC increase?
Possible signals:
- stronger competition
- more aggressive bidding
- broader targeting
Did Conversion Rate decrease?
Possible signals:
- landing page issues
- weaker offer
- traffic quality shift
Did Impressions drop?
Possible signals:
- budget limitations
- lower bids
- seasonality
- stronger competitors
Did COS increase?
Possible signals:
- lower order value
- reduced conversion rate
- weaker product mix
Precise diagnosis starts with precise questions.