If you’re a quarterback, you may analyze your performance by comparing your touchdowns in one NFL season to your touchdowns in another. Similarly, one of the easiest ways for advertisers to understand their performance is to compare present ad campaigns and ad campaigns from previous periods of time.
Understanding your ad’s performance is easier now with the new period comparison feature in Bing Ads. See a side-by-side comparison of how ads performed between two time periods, as well as changes in impressions, clicks, and many more performance metrics available in the Campaigns tab, to help answer questions such as:
- Which Ad Group saw a 20% increase in clicks this month compared to last month, so I know where to budget my money?
- Which of my campaigns decreased most in impressions between this week and last week, so I know where I need to improve my performance?
- How much did I spend this summer compared to last summer?
How does it work?
To use the feature, start by opening the date range selector in either the Campaigns, Ad Groups, Ads, Keywords, or Ad Extensions grids.
Turn “Compare” from Off to On by clicking on the toggle.
Select a time period for comparison out of the three options, and select Apply.
- Previous period: If the current time range selected is this month (e.g. 3/1-3/31), then the previous period would be last month (e.g. 2/1-2/29).
- Same period last year: If the current time range selected is this month (e.g. 3/1/16 – 3/31/16), then same period last year would be this month last year (e.g. 3/1/15 – 3/31/15).
- Custom: Any length of time within 3 years before today can be selected as a comparison period.
After you click Apply, every performance metric column can be expanded by clicking the ‘+’ icon.
You will see four sub-columns under every performance metric to use for deeper analysis:
- Performance from your current period
- Performance from your comparison period
- Change (Current Performance - Comparison Performance)
- Change % ((Current – Comparison)/Comparison * 100%)
You can also see this sub-column data for any segments you’ve applied to your grid. You can see these new columns in your downloaded file as well.
You can also filter on the sub-columns – for example, you might choose to filter out campaigns that saw a 10% decrease in impressions and adjust your keywords accordingly in those campaigns.