[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fgoogle-ads-explanations-is-it-more-than-just-recommendations":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":331,"breadcrumbs":332,"reading_minutes":142,"category":340,"head":342},"2019-12-16T12:59:51",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400\">Well, yes. And no. Let me explain.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">As of the 5th December 2019, Google has begun rolling out its new “Explanations” feature and whilst on the surface, it seems like a condensed version of the recommendations tab, it has the potential to be more insightful and actually practical.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Simply put, when it comes to optimising an account or campaign, you need to easily understand why performance changes – and that’s where Explanations comes in. According to Google, “\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400\">with explanations, you can view the most likely reasons for impression, click, and cost changes with the click of a button. This makes it easy for you to spend more time focusing on optimisation, and less time investigating performance issues”. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Traditionally when noticing a drastic change in the performance of a campaign, such as a drop in impressions, you’d have to fire up a report, populate it with relevant metrics and spend time analysing data – Google explanations aims to cut this out. As you can see below, by hovering the mouse over the change in cost, a new window pops up.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-16585 aligncenter\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FDHwLv25o-1.png\" alt=\"\" width=\"628\" height=\"521\">\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Clicking the “see explanations” button, you’re presented with a host of infographics for the campaign and corresponding ad groups. Here you’ll find a host of useful information about search trends, auction insights, prominence metrics etc. As you can see, Google will try to explain what led to the change – in this case, an increase in search interest.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\" wp-image-16587 aligncenter\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FVVkNfs0A-2.png\" alt=\"\" width=\"601\" height=\"531\">\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Scrolling to the bottom, you’re presented with a brief summary of what Google believes to have led to the change – indicated by the blue “!” mark. This is particularly useful when trying to juggle multiple accounts within a large team where time is of the essence.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\" wp-image-4764 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FWl6Ad4BY-image-3.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"323\" height=\"522\">\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">How\u003C\u002Fspan>ever, there are a few caveats.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Currently, the beta version of explanations is only available for manual CPC or eCPC Search campaigns with significant performance changes. On top of this, you can only compare two time periods of equal length within the last 90 days. As explanations develops, it would be great to see it implemented for all bidding strategies, not just manual CPC\u002FeCPC. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">With this in mind, Google explanations has the potential to save hours of time adjusting campaigns, prevent misjudged\u002Fill-informed decisions and spot changes in search interest. Only time will tell how useful this feature truly is, but it’s a step in the right direction for Google.\u003C\u002Fspan>\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],135,[15,16,17,18,19,20,21,22],"post-4761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":138},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Google Ads Explanations – Is it more than just “recommendations”?",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106,108],{"name":107,"image":36},"Joe Turnbull",{"name":109,"image":110},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":112,"name":113},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":125},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122,124],{"name":123,"image":36},"Harry Clements",{"name":109,"image":110},{"to":112,"name":113},{"type_key":16,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":137},"What’s new in Paid Media: June 2026 industry updates","\u003Cp>Welcome to the latest blog from the  Impression Paid Media Team, where we uncover the latest news and trends to help you stay ahead of the curve. Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,135],{"name":123,"image":36},{"name":136,"image":36},"Jennifer Shin",{"to":112,"name":113},{"type":139,"style":140,"heading":28,"date":4,"updatedAt":141,"reading_minutes":142,"image":143,"imageAlt":28,"categories":144,"collections":330},"blog-post","light","2022-04-01T08:57:25",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FpzspWeQK-050720211625506311_Screen-Shot-2019-12-16-at-12.57.12.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[145],{"id":10,"count":146,"description":147,"link":112,"name":113,"slug":148,"taxonomy":149,"parent":42,"meta":150,"acf":151,"head_links":152,"resource_count":153,"yoast_title":154,"yoast_meta":155,"yoast_json_ld":199,"_links":298,"path":112},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[156,158,161,164,167,170,173,175,177,179,182,185,188,191,193,196],{"property":157,"content":154},"title",{"property":159,"content":160},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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