New "Campaign groups" tab is being tested in AdWords

New "Campaign groups" tab is being tested in AdWords

Yesterday I noticed by chance that in one of the accounts I manage (with a fairly high budget) appeared a new tab “Campaign groups” in the main navigation menu on the left. I looked for it in several other accounts but I did not find it anywhere else.
It is clearly a test of a new feature that will allow you to group data from multiple campaigns into one specific control panel, eventually setting specific performance targets for the group too.
The interface is quite intuitive and allows you to select all campaigns you want to combine (in the example I chose all of them targeting the French market). You may regroup campaigns of different types, which can also be part of many groups simultaneously.
gruppi-campagne1
After choosing what I wanted to group I could set the targets. If you choose to set a specific time interval you can choose among many more metrics.
gruppi-campagne2
In this case I chose a specific interval of time to be able to set as target goal the absolute number of conversions obtained in that period (otherwise not available).
Targets are divided in two different groups: click (average CPC, number of clicks or total spending), or conversions (average CPA, number of conversions or total spending). Apart from average Cost Per Click or Cost Per Acquisition, the other metrics would not have sense with increasing numbers (not setting a fixed period the system counts all the numbers from the beginning of campaigns).
The result is a dedicated panel as the following:
gruppi-campagne3
It therefore is a way to analyze aggregated data from multiple campaigns with the possibility to set visual target goals.
The innovation is definitely interesting, although I think there still are missing some important details to make it truly irresistible. I personally I have identified at least two of them: the ability to set dynamic periods (last week or last month or last 30 days), or to choose targets from many metrics than those currently available (it would be nice to see, for example, if the conversion rates in the reporting period fell below a certain threshold).
Of course the new tool is still surely under development and it is likely that something of what I say here will be added before its global release, or, maybe, in the months immediately following it.
 

Gianpaolo Lorusso
info@gplorusso.it
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