AdWords is an ever evolving system where new features are regularly added with little fan fare. Here are some new features that will help you analyze data and manage your campaigns more effectively:
1. Compare Date Ranges
This handy feature was introduced a few months back where advertisers could compare date ranges in one window similar to the Analytics date range comparison option. Initially this comparison was only represented in the graph above each section, but recently a powerful feature where the different metrics of a campaign are shown in each column comparing any changes between two given time periods. This makes it super easy to pinpoint any significant changes in a keyword or ad performance. For example comparing the last 30 days with the 30 days prior you can now see the changes of each metric like CTR or Conversion side by side. No more laborious manual calculation and searching through rows of data to find the significant changes in a campaign.
2. Top Movers Dimension
Viewable only at the All Campaigns level under the Dimension Tab, the Top Movers report will give you an insightful snapshot into the major changes that have occurred in an account over a certain time period. Helpful to easily find areas of a campaign that need attention. be aware though that major changes such as adding keywords will report major changes. Keeping track of your own changes to avoid these anomalies, the Top Movers Dimension puts information about substantial trends in an account at your fingertips in an easy to digest format.
3. Automated Rules
Automated Rules to manage an AdWords campaign are great time savers if used properly. One of the most common applications would be to set a rule to increase Max CPC when Ad Position falls below a certain level and to decrease keyword Max CPC if it rises above a certain Ad Position. For example if you want your ads to maintain a #2 Ad Position, Automated Rules will control keyword Max CPC to keep you in that Ad Position without time consuming tweaking. Automated Rules can also be used to pause campaigns when a certain Cost is met, perhaps you want to keep your monthly AdWords Cost to $1,000.00. An Automated Rule will pause campaigns when the budget is met and then reactivate the campaigns again at the beginning of the month.
With a bit of creativity and practice any of these three time saving features will help you get more out of your AdWords marketing.
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Personal PPC Pro