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Google AdWords looks to simplify ad performance comparison

Which campaigns are down this week? How is an ad’s performance this month compared to last month? Questions such as these have become important, and frequent, at a time when advertisers have become more cautious about the returns that their advertising spends are generating. In an attempt to address some of these questions, Google is rolling out a feature that is designed to compare metrics across different time periods by putting data in an advertiser’s AdWords table.

A Google company official explained that the new functionality has been added to many reports across AdWords, on most metrics. All of the additional columns can be sorted and filtered, so that it can answer questions like ‘Which campaigns saw the largest increase in clicks?’, ‘Which ad groups saw conversions drop by more than 20 per cent’ or ‘Which keywords saw an increase of at least 100 clicks?’

AdWords now allows an advertiser to compare performance across two time periods. For instance, in cases where an advertiser or an agency wants to compare campaigns done last week with the week before, AdWords gives the option to segment data by time.

“Segments are helpful because they can provide a more granular view of your data. For example, say you used the date range box and selected ‘Last week’ in order to look at overall performance for the last week. But then you decided you wanted to see that week broken out by day. For this, you would use segments,” explained a Google official in a company post.

AdWords has also introduced a Dimensions tab. The Dimensions tab lets a user slice and dice data by period of time across an ad group, a campaign, or for the entire account. An ad group can track its performance on an hourly basis to see how well it’s performing at different times throughout the day. These insights can help advertisers schedule their ads for the hours when they’re most likely to receive the greatest number of impressions and clicks.

Google believes that this ability will encourage advertisers to engage better with the brand through metrics that they are controlling and comprehending better themselves.