How?<\/strong><\/p>\n Through its custom visualization, the PPCexpo Change Chart.<\/p>\n In this article, we\u2019ll find out more about this tool, and discover just how valuable it can be for PPC<\/a> advertisers looking to improve their campaigns.<\/p>\n Before diving into how the Change Chart works, we need to get to grips with the meaning of positive and negative changes.<\/p>\n What is positive change?<\/strong><\/p>\n Let\u2019s imagine that the metric value in the most recent period is greater than that reported in the previous period. In this case, we would record that as a positive change.<\/p>\n Positive change = Most Recent Period Impressions \u2014 Previous Period Impressions<\/strong><\/p>\n E.g. 70 = 100-30<\/p>\n What is negative change?<\/strong><\/p>\n If the metric value in the most recent period is less than the value reported in the previous period we record that as a negative change.<\/p>\n Negative change = Most Recent Period Impressions \u2014 Previous Period Impressions<\/strong><\/p>\n 30 = 30-60<\/p>\n This chart is actually a combination of two separate visual geometries – Raw Measure Segment and Change Segment.<\/p>\n <\/p>\n Let\u2019s look at both of these in more detail.<\/p>\n Along the top and bottom horizontal axis of the Change Chart, there are impressions based on your Google Ads<\/a> data. Each horizontal blue bar represents the impressions for the most recent period, whereas the gray horizontal bars represent the impressions for the previous period. Raw Measure Segment \u2014 Top and Bottom Horizontal Axis<\/p>\n This scale measures the intensity of the change. The length of the bars represents the intensity of the positive or negative changes.<\/p>\n When you sit down to assess your keywords data, you will be able to determine all the keywords that have undergone positive changes, as well as those which have undergone negative changes in the same timeframe.<\/p>\n This chart always plots an equal number of keywords from positive and negative sets, beginning with those with the maximum positive change. It then works downwards, until the positive set is complete, before proceeding to the negative set, starting with those keywords with the lowest negative change.<\/p>\n So, if you wanted to plot the top 20 keywords from a list of 200 keywords in your Google Ads account<\/a>, you can use this chart.<\/p>\n If you don\u2019t have enough keywords in either the positive or negative set, the tool will select more keywords from the opposing set to complete the total count, thus creating a balance in the chart.<\/p>\n You\u2019ll notice that this chart utilizes the same scale for the Raw Measure Segment and Change Segment at the top and bottom. Some may wonder why one scale was not used.<\/p>\n Let\u2019s imagine you drew the chart over the full length of a page, and somebody else is reading it near the bottom. In order to see the values, they would need to constantly look to the top, which risks the possibility of losing their point of reference.<\/p>\n By using this bottom and top scale, it is easier for anyone analyzing the data to measure the metric values without losing the context.<\/p>\n While the historical analysis of keywords<\/a> is critical to success, that\u2019s not all that we can do with this tool. The PPCexpo Change Chart can be used to measure change in a range of dimensions and key metrics from Google Ads, including:<\/p>\n![\"ppc-signal-optimization-tool\"](\"https:\/\/ppcexpo.com\/blog\/wp-content\/uploads\/2021\/12\/ppc-signal-ad-3.png\")
<\/a><\/div>\nHow to interpret the PPCexpo Change Chart?<\/h2>\n
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![\"Google-Ads-Most-Significant-Keywords-based-on-the-Pareto-Principle_Artboard\"](\"https:\/\/www.ppcexpo.com\/blog\/wp-content\/uploads\/2019\/01\/Google-Ads-Most-Significant-Keywords-based-on-the-Pareto-Principle_Artboard.png\")
<\/div>\nRaw Measure Segment \u2014 Top and Bottom Horizontal Axis<\/h3>\n
Change Segment \u2014 Top and Bottom Horizontal Axis<\/h3>\n
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How Do We Plot Data in the PPCexpo Change Chart?<\/h2>\n
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What is The Benefit of the Top and Bottom Scale?<\/h3>\n
What Google Ads Dimension Can Be Used?<\/h3>\n
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PPC Data Visualization Provides Deeper Insights<\/h3>\n