The same metrics and statistics common to PPC analysis may stagnate into the same old, same old. It is important work but looking at the raw data derived from either Google AdWords or Bing Ads can become mind numbing. The routine has to become less tedious.
Every PPC analyst knows the drill. Accounts are checked first thing in the morning. The spends from the day before are analyzed and the daily performance is investigated for any warning signs. This is all routine but some important details may be overlooked. The daily habit can get too common and you should be doing reports that show other types of data, and perhaps trends. There are a few reports you can run which provide both interesting statistics and the kind of analysis which leads to positive results.
The Bing Device Performance Report
Bing respects the mobile and you can run a report using mobile devices only. You would go to the Reports area of a Bing interface where you will see the Device Type capability within the filter dropdown. This permits you to run separate reports for a number of separate device types and you can then combine all the data into one, single report. The report will enable you to better understand the performance of the device when it is used in a given campaign.
What can be incredible is what you might notice if the mobile device is doing better than the desktop. While this does depend on conversion amounts and the business sector of the account, you can make a decision as to whether or not continued use of the desktop is efficient. This simple report can impact the existing campaign and even the account itself.
Check a Week’s Performance on a Daily Basis
The Dimensions Tab of AdWords will allow you to go deeper into your account. The View dropdown permits you to filter by Time; Day of the Week. It means you can see how a given campaign, account, or ad group has performed on a daily basis during the week. The time study will help you find out, not only when consumers are looking for your product, but also those days when they do a conversion. You are able to optimize the use of scarce resources by putting more into favorable days. A simple adjustment, bidding up a bit on Wednesday if it shows high conversion figures, will have a positive impact on CPA and the conversion volume.
Check the Performance of the Hour
You can go into even greater detail and check the hour. This can be done with the Dimensions Tab. You can now determine the time of day your campaign is showing the greatest activity. Combing weekly and hourly figures will show peak performance and those times when remedial action has to be taken. You are able to adjust bid modifiers and even abandon those times when the conversion rate is too low to be bothered with.
Consider Geography Reports
The AdWords Dimensions Tab permits analysis of geographic areas. You can identify important areas of the country which give the volume of conversion you are looking to get. You also have an opportunity to test bid modifiers and perhaps be able to maximize your campaign’s performance. Knowing geography figures allow CPA adjustments per region to be more accurate and deliver the best figures.
Think about all of This
You don’t want to get comfortable with PPC. Complacency does not reward but punishes, and falling into safe routines will only hurt your campaigns and accounts. A more aggressive approach to higher achievement levels will deliver those sales and revenue figures you are looking to have.
The tools are there in Bing and the AdWords Dimension Tab. These take you out of the safe and riskless mind set and jump start real analysis of important data. You will discover campaign decisions begin to produce better results within tight budgets. Adjustments sometimes need to be made but it is necessary to know where these ought to happen. The data analysis of other sources of figures will reduce the overall CPA, increase the volume of conversion and deliver the kind of favorable results you want from your accounts.