If you have recently logged into your Google AdWords account you may have noticed new data available. There are now separate metrics available for Google and search partners, as well as the content network. At last we can finally see the performance differences between these various sources of traffic instead of the previously combined summary of Google and the search partners.
In the Campaign Summary and AdGroup view you will see a new drop down menu labeled “Statistics.” There are several combinations of views including the summary view, split views, and individual views. For example, if you were to choose “Split: Google search/search partners/content network,” you will now see three rows of data representing the different performance metrics from all 3 sources of traffic.
When it comes to PPC management, I love data, and this new data from the search partners is a welcome addition to the AdWords interface.
Comparing this data among the different accounts that I manage has shown a wide variation of results; with some accounts generating substantially lower cost per conversions from the search partner network and others doing just the opposite. None of my accounts have shown horrible results from the search partners; certainly I haven’t seen any red flags.
The biggest problem here is that there really isn’t much you can do with this data other than to use it to help decide to turn on or off the search partners. At this time, it is still impossible to realistically separate the budgets and bids between Google and the search partners. Just like your first high school party, if you want to go, big brother has to tag along.
While this new data is a definite step forward, I would still love to be able to separate my budgets and bids between Google and the search partners. There are a lot of good reasons to do so, and this new data supports this rationality even further. Let’s face it, you don’t always want big brother to tag along to the party.