In the real world, change is constant. What was true five minutes ago may not be true at this instant, and today’s “facts” can be proven utterly false tomorrow.
We all know this, and we accept it as part of life. So why do we search marketers rely on static, obsolete-the-moment-they’re-created charts to provide data we can act on?
This is a question I’ve pondered often, especially on days when I have dozens of those charts littering my desk (or, more often, my desktop).
Is there an alternative to all of those woefully inadequate charts? I decided to investigate.
My immediate goal was to understand how live marketplaces behave during the course of a day — and, if I was lucky, to see some of the small nuances that static screen grabs just don’t provide. The ultimate goal, of course, is simply to get more horsepower out of my campaigns.
To better understand how my campaigns actually behave, I took a video from the Bing Ads marketplace showing how Cost Per Click (on the Y-axis), Ad Click-Through Rate (on the X-axis) and volume of searches (size of bubble) organically evolve. The time zone has been normalized to users’ time.
The video provides insights into user behavior not just throughout the day (hour indicated in the top right corner), but also across devices:
The first revelation? Watching this is strangely addictive, sort of like binge-watching your favorite show, only without the guilt. But more importantly, the video uncovered some interesting time-based trends:
For advertisers, looking at the same data in a new way can provide a fresh perspective. Here are a few things to consider from this exercise:
Verticals matter, too. And while not part of the video, this is worth mentioning. What works in one vertical doesn’t necessarily work in another.
As you can see in the chart below, there’s significant variation in ROI by vertical – depending on both device and time of day.
Regardless of what vertical market you’re targeting or what product you’re selling, the video shows there is a clear correlation across all devices, indicating a cross device strategy is essential in capturing your full customer potential.
For the many advertisers that are struggling to do that, this insight may give you the extra push you need. Mining data for insights is our job as marketers. And, let’s face it, the job can be a bit like solving a mystery — sometimes tedious, but incredibly rewarding when you succeed.
Seeing data in motion, just as it is in real life, provides just that kind of reward. And I, for one, can’t wait to see where it leads us next.
The post The Dynamics Of The Search Ad Marketplace: Dissecting A Moving Target appeared first on Search Engine Land.