When managing campaigns, search marketers are always looking for ways to improve performance. Paid Search is a multi-faceted online marketing channel, and some of the factors impacting your campaigns are not always easy to determine. For example, is your keyword list sufficient, can you create better ads, should you geotarget your campaigns, etc? But what about the time of day or day of week that you are running your ads? Could your ad scheduling (or lack thereof) be impacting your ROI more than the previous factors mentioned? These are all good questions and the answers lie in the campaign analysis you perform. The good news is that you can find the answers to these questions, but you just have to look in the right places.
The New AdWords Reporting in Google Analytics
As I explained in my last post about Matched Search Queries, Google Analytics released a major update to its AdWords reporting in June. The update was a big improvement and provides a number of new reports and ways to dimension your reports. One of the new improvements is the ability to run Day Parts reporting right within Google Analytics. This enables you to analyze your AdWords performance by time of day and day of week. Based on your analysis, you might choose to utilize the Ad Scheduling feature in AdWords to only show your ads during select times of the day (or days of the week). In addition, you can adjust your bids by time of day. Day Parting is a powerful feature in AdWords and can definitely help improve your performance in paid search.
Based on the importance of analyzing AdWords data by time of day, I wrote a blog post explaining where you can find the Day Parts report, how to run it, and then how to export and analyze the data in Excel. But, you are going to have to visit Search Engine Journal to read my post.
So head over to Search Engine Journal now to learn more about Day Parts reporting:
Time is On Your Side, Using Day Parts Reporting to Increase Your AdWords ROI
GG
