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Posted By:
Harith
94 days ago
Topic Type: News Story (Jump to http://searchengineland.com)
Category: Online Marketing
However, measuring and acting on these value differences requires careful thought and proper execution.
1 Comment
Comments
This can be really dicey- George Michie (who I'm a fan of- he was great at SMX Advanced!) mentions seasonal clients/niches, which we have in spades- can we go back a full year and map out the seasonal effects on daily/weekly fluctations? How did marketplace changes or news items affect those?
Throw in a redesign or two during that year and you're comparing apples to oranges in your conversion rates/CPL/ROAS/etc. What about Google's recent changes to quality score and automatic CTR optimization? What about the mysterious display frequency algorithm before and after the recent changes? Changes to avg CPC over that year?
Overall we can't be super-confident about the intelligence we use to daypart with.
As with all AdWords, the solution is to test. Suggestion I didn't see in the article: Pull out some representative keywords and good ads into a new campaign with your day/weekparting test model, and see how it performs. You can run the same keywords in multiple campaigns... just see how it works, comparing apples to apples over the same time period for a while and see if it's better or worse.