Global Workflow Template Explained: Drop in impressions for best converting search queries

Introduction

See previous workflow versions at bottom of article

Workflow

Workflow Logic Explained:

Note: The workflows for Google Ads and Microsoft Ads are the same.  

1. Step One - Has the search query (SQ) converted in the last 180 days?

• (If no, ignore the search term)
• (If yes, proceed to Step Two)

2. Step Two - Has the SQ received 1 or more impressions in the last 180 days?

• This step assesses whether the SQ has had 1 or more impressions daily anywhere in the account.  It is used to exclude SQs that are not regularly surfacing in the account.
• (If no, ignore the search term)
• (If yes, proceed to Step Three)

3. Step Three - This step is used to include the average daily SQ impressions over the last 7 days in the output.  

• It is used for context in decision making once a SQ is identified.
• The output will display 2 columns from this step: The average daily impressions for the SQ over the last 7 days, aggregated at the account and campaign levels.  
• This step will always come back with a 'yes' result and move to the next step.

4. Step Four - This step is used to include the average daily SQ impressions over the last 180 days in the output.  

• It is used for context in decision making once a SQ is identified.
• The output will display 2 columns from this step: The average daily impressions for the SQ over the last 180 days, aggregated at the account and campaign levels.  
• This step will always come back with a 'yes' result and move to the next step.

5. Step Five - Filter out the bottom 80% of converting search queries from the last 180 day

• (Proceed to Step Six)

6. Step Six - Has the impression volume for the search query dropped by more than 20% when comparing the average daily impressions of the last 7 days to the average daily impressions in the last 180 days?

• (If no, ignore the search term)

• OUTPUT: If yes, the workflow will send an alert to the Insights Dashboard.  

Workflow Updates: