• Ian Leong

    Nice post, should help lots of people get more out of their data sets. One thing I think is important when doing year over year comparisons in weekly segments is to clearly annotate when holidays fall in different reporting weeks (like Thanksgiving being a week later this year than last) to avoid “The sky is falling” reactions.

  • Rebekah Diedo

    Yes this is a really good point Ian, Black Friday, Mega Monday, Cyber Monday etc. have such a big effect on results now that when looking over this period it’s best to create a year on year trend line outside of Adwords so you can clearly see the difference in the peaks. Other things that I always keep in mind are differences in promotional activity year on year and also other PR activities that may have an impact on how the brand is perceived/how much traffic comes to the site. As well as looking back at traffic year on year it’s always interesting to look back at your ads year on year to see which ones were generating traffic during a certain time period historically so you can compare how they’re doing against your current creative!

  • http://www.elitegroupmarketing.co.uk/ EliteGroupMarketing

    This is a great article on metrics. Demonstrates why industry specialists are important to analyse and evaluate information on PPC metrics. And proves each individual company running a PPC campaign has unique objectives. Remarketing statistics are also interesting to read and of course highly important.

  • http://www.elitegroupmarketing.co.uk/ EliteGroupMarketing

    This is a great article on metrics. Demonstrates why industry specialists are important to analyse and evaluate information on PPC metrics. And proves each individual company running a PPC campaign has unique objectives. Remarketing statistics are also interesting to read and of course highly important.