The following blog is part two of a previous post on “Segment Data for Improved Adwords Optimization.”
Within the submenu of the segment tab in the Adwords interface you’ll find the first option named “Time.” The Time submenu has its own submenu with the other time options of Day, Week, Month, Quarter, Year, Day of the Week, and Hour of Day. Each of these are very useful when it comes to finding segmenting your data and finding out the little things that some of us may not have thought, of as far as what converts better and when.
The Day Option
The “Day” option within the Time submenu will segment each campaign into the actual Date so that you may see a per day basis of data in one view without needing to alter your date range in the top right corner of the page. Typically, you can only view a 7 day date range here in the “Day” view, but if you want a bigger date range, you do have the option of downloading the data into a spreadsheet to be viewed. The interface itself will not show larger date ranges.
The Week Option
The “Week” option within the Time submenu gives you a more condensed breakdown view than the “Day” submenu option we mentioned above. This view lets you see a full 7 days combined view within each campaign. This is very valuable data where you may view the week to week progression of your work without having to run any specific reports. Typically, no more than 8 weeks can be viewed within the interface under the “Week” submenu, but again may be downloaded to a spreadsheet for further analysis.
The Month Option
The “Month” option within the Time submenu condenses a full month of data under each column so that you may view and compare each month’s data in one view without needing to run specific reports to accomplish this. This can be most useful to compare up to 8 months of data within one view, whereas typically the only compare option is located in the Date Range section. However, the date range “compare” option only segments the date range you have selected vs. the previous date range according to your setting. We often find this to be a great advantage when we are working with clients who are more interested in quarterly data, rather than month-to-month comparisons.
The Quarter Option
Speaking of “Quarter,” this option within the Time submenu gathers up your quarterly data, or 3 months of data condensed into the same view line. This is an advantage if there is something that you just need quick numbers on while comparing your quarterly data. With the needed columns set to your liking, some major data comparisons can be made which covers months and months of data all within the same view. Exporting is always an option if the client needs to view this same data, however for quick view purposes, this can save some serious time while having the necessary data right at your fingertips.
The “Year” option within the Time submenu gives you the data of the year date range that you have set. Up to 8 full years may be viewed for each campaign. This is a quick option when looking for uptrends or downtrends from a year to year view. This can be of some use with an industry that may have not had lots of competition initially, but more and more competitors began to see the demand for a certain industry and began to compete in your ad space.
The Day of the Week Option
The “Day of the Week” option within the Time submenu breaks each campaign’s data into lines for each day of the week from Sunday through Saturday, all in one view. So it’s great to compare each day of the week’s data to find any trends that may happen on a certain day of the week. You’ll want to keep in mind any adjustments that you may have in place, as far as “bid adjustments” set to certain days of the week in your Ad Schedule.
The Hour of Day Option
Lastly, we have the “Hour of Day” option within the Time submenu of the segment tab. This is probably the most detailed of the Time segment tab options. With the Hour of Day option, you have the ability to see each hour block in the 24 hour time clock (1-24). This is very useful information to view when you start getting into how each hour is performing versus some of the peak hours within each campaign. You will also want to be mindful of any bid adjustments you have in place with your Ad Schedule just as the Day of The Week option mentioned above.
Each of these options within the Time submenu has their own value to each user, and large amounts of time can be saved by not having to run separate reports to accomplish the same data for times that a quick view is required. Trends can be seen rather quickly by some of these views, and often caught before huge sums of money have been spent or wasted by not having some of this data in such a quick view option.
Although there are a couple of other options still to cover within the Time submenu of the Segment tab, the one’s we just covered are the most popular. So if you have never made use of these options in your campaign optimization, try and set aside a little bit of time to explore and see if these could save you time while you are reviewing data for yourself or for your clients. After all, time is money when it comes right down to managing multiple campaigns, adgroups, or even multiple accounts where lots of data needs to be viewed in a short period of time.
– Bobby Pena, PPC Manager