Locate Poorly Trending Keywords in AdWords

[tatermarketing]

At the campaign level I see my CTR has been suffering for the last week or two relative to the past few months.

It could be a few bad actors casing the downward trend.  How can I quickly and easily locate specific keywords that are trending in the wrong direction?

Why filters will not work...

They don't take change into account.  I want to identify Keywords that were once doing well are now doing poorly.  Filters will yield all keywords that are doing poorly which is not what I'm looking for.  Obviously I could be missing something with filters but this is my understanding.

A few other points to note...

1. I have search partners turned on.  I do not want to take this traffic into account in my analysis.

2. I'd also like to determine if it might be an ad that's not performing as well as it once was.  I assume the same method used to find poorly trending keywords can be applied to ads as well but if not, is there a solution for this?

[tatermarketing]

Okay, after tinkering, this is what I've got...

I looked at the last few months of CTR.  I found about a week's period that looks good.  I compared this to the most current week that doesn't look so good.

I expanded the CTR column so I could see Change (%) and ordered by this to see where I've been hit the worst.

I filtered this to only include keywords that have over 200 impressions to filter out some noise.

Now I can go through this list and see what might be happening ... whether it be an ad that's not speaking to searchers anymore, increased competition, etc.

Does anybody have a list of metrics to look at when diagnosing a list like this?

[tatermarketing]

Okay, I'm now finding a big issue with this.  Even when I segment out "Network (With Search Partners)"  I cannot order by Google search numbers.  So, I get a lot of false positives that I have to manually cull.

This is really a bigger issue.  What's the best way to pull JUST Google search numbers?  I don't think there is a good way within Google's own tool.

[Andy-Halliday]

this is no use to you right now, but might be useful for future - using the Adwords API I download weekly all the data and store in our own databases, that way I can then quickly run the report you are after above.

As far as I am aware you can't do what you are trying to do in the interface - to say its the area where Google makes most of its money, I do find some of the most basic reports missing.

[tatermarketing]

I was hoping this wasn't going to be the answer.

One other thing I've started to tinker with is AdWords scripts.  Do you know if the scripts have the ability to segment out Network (With Search Partners) effectively?

[flowsimple]

You could use the Segment dropdown to see the data by Network. It will display 3 rows, so you can see that broken down. You cannot however, isolate the Search Partners using a filter.

It'd be a good request to make to Google.