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Along with being actionable, analyses should be grounded in the overall context of your account. Consider the world that your account is operating within. We’ll talk about three ways to do that:
1) Detecting anomalies in your account by being aware of baseline performance
2) Choosing the right time periods when analyzing performance
3) Ensuring that your ratios are legitimate
Check out the full video series:
Frame your analyses around what success looks like for you (https://goo.gl/JRrrbp)
Give analyses the appropriate context (https://goo.gl/gWKniR)
Tell a story that translates reports into action (https://goo.gl/OxwOvL)
Tailor reports to be uniquely meaningful to your needs (https://goo.gl/cYS0rX)
Want more? Get the full guide and checklist here: https://goo.gl/hBmBTk
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Ready to find actionable insights with AdWords reporting? Go here: https://goo.gl/fgq6X2
To get more AdWords Best Practices, go to g.co/GoogleBP
Hello the Internet and welcome to our ongoing video series about special reports in AdWords. My name's Sean Quadlin, I'm a product marketing manager here at Google focusing on SEM Best Practices. And right now we're going to talk about giving analyses the appropriate context.
Now, along with being actionable, analyses should be grounded in the overall context of your account. Consider the world that your account is actually operating within. We're going to talk about three specific ways to do that.
(1) Detect anomalies in your account by being aware of baseline performance,
(2) choose the right time periods when analyzing performance, and
(3) ensure that your ratios are legitimate.
To start, you want to detect anomalies by just knowing what your baseline performance is. Anomalies, either good or bad, help you decide what actions you need to take. In order to detect outliers, you'll need awareness of what standard performance looks like. It's also important to understand the significance of those anomalies. Are they one-day blips or indications of a larger trend? The more history you have, the more familiar you should be with typical performance.
There are going to be natural ebbs and flows to performance due to things as simple as day of the week. To get a sense in your account, use something as straightforward as a line chart. Focus on the most important metric, and then just track how it's trending.
In this example, we're comparing recent performance to the last 14 days of the account. Familiarize yourself with yourperformance. The earlier you spot anomalies, the quicker you can takeadvantage of new opportunities or fix poor performers.
Next, you want to choose the right time periods when analyzing performance. AdWords accounts are almost like living breathing entities. They interact with the world around them and they're affected by things like seasonality or the external market. You don't want to over react to something that could actually be a result of a temporary
Although it's impossible to control for all change at any given time, there are things that pop up again and again, and they're listed here on this slide. But being aware of the different external or internal pressures that could be affecting your numbers will allow you to choose the appropriate date ranges for running your analyses.
Finally, you want to ensure that your ratios are legitimate. An especially important piece of establishing context for your analyses is being confident that the insights you're generating are legitimate
and reproducible. Are these numbers going to be stable moving forward, or are they inflated or deflated because they haven't collected enough data points. This is going to come down to two key components: (1) do you have long enough time period to have substantial data, and (2) have you incorporated supporting data into your analyses?
Like some of those things we were just talking about. It's important to use analyses to drive action, and it's equally important that your analyses drive the right actions. In this example, 5 clicks for a 20 percent conversion rate is very different from 550 clicks with a 20 percent conversion rate. Which one of those is getting more reproducible.
So when you're talking about giving your analyses the appropriate context, you want to:
(1) Detect anomalies by knowing your baseline ,
(2) You want to choose the right time periods when analyzing performance, and
(3) you also want to ensure that your ratios are legitimate and reproducible.
Thanks for watching the series about special reports, please check out the rest of our series.