The relationship between matrixes

Hello,

Sorry if this isn't the right place but it appears to be.

I've just started to do PPC and I have been asked to do insights for a client and I need to 'tell a story' but what I'm having trouble with is connecting the relationship for certain matrix. Hope you know what I mean.

When writing insights I need to put in writing the following....

I need to say, why did conversions go up/down. What connection does that have to the CTR or CCR (Click to conversion rate) Why has the CPC fallen this week. Is there a connection between a drop in conversions and an increase in CPCs?

I've tried to find a simple guide to help me but can't seem to find one.

Can someone help me please.

Many thanks
Ben

 

Can someone help? is there a website that I can go to where it will show me the relationship between metrics in Google Adwords. What affects 'click to conversion rate' CTR goes up because click volume increases faster than impressions, is there another reason? Why does Average CPC go up, why does conversion rate increase?

Please help.
Thanks
Ben

 

Understanding which PPC metric(s) influenced performance metric can be quite hard, but you can use a combination of simple excel charts and your common sense. For instance: higher bids generally leads to higher positions and CTR, but also to higher CPA's (=lower Advertising Profit).

If you'd like to build up an actual matrix you'll probably require some statistics tools.
Probably the simplest one is Excel Analysis Toolpak
with which you can run simple linear regressions, ANOVA etc.

 

Brilliant, thank you very much for your help. I will have a look into the link you gave me