How Performance Benchmarks work
Our Performance Dashboards automatically organize your data into useful categories. Dive into Keywords, Campaigns, Devices, Search Terms, Asset Groups, and Products and quickly prioritize what needs your attention first.
This categorization uses benchmark data to compare the performance of your keywords, search terms, etc, and then allocates them as:
- Last 30 Days - Converting
- Good Performance
- Average Performance
- Poor Performance
- Low Data
- Last 30 Days - Non-Converting
- High Spend
- Average Spend
- Low Spend
- No Clicks
Why is this cool?
You can see at a glance, right across your entire client portfolio, exactly where there are wasteful keywords, devices, etc. You can also jump straight to your best-performing areas to increase bids, add your best search terms as keywords, or increase bid modifiers on great devices, just to name a few!
Benchmark data is calculated individually for each Ad Account and Campaign. This means you're only compared to what is actually relevant for that account.
How the Benchmark value is generated
As a general guide, we use the following method to determine the most appropriate benchmark against which to compare performance:
Test 1: If the campaign exists in a Child budget and that child budget contains a KPI (CPA, Conversions, ROAS, or CTR) we use that KPI as the benchmark.
For example, let's imagine you had a child budget for brand campaigns with a KPI of CPA = $20, and another child budget for non-brand campaigns with a KPI of CPA = $7. When comparing the performance of your search terms in the brand campaigns, we would classify any search terms that have good conversion numbers at a CPA that is significantly lower than $20 as being "Good Performers". Similarly, if your non-brand campaign has search terms that have no conversions but have spent significantly more than $7 would be flagged as "High Spend".
Test 2: If the campaign doesn't meet the above test, but is in a parent budget with a KPI, we apply a similar benchmark logic as above.
Test 3: If the campaign benchmark is still has not classified, we look at the bid strategy attached to the campaign to guide us to the "likely" benchmark type (CPA, ROAS, or CTR) then look back at the historical performance of the campaign to try and determine a reasonable CPA, ROAS or CTR target.
This is another great reason to set KPI's with all of your budgets - it really helps Adpulse to know what looks like good vs terrible performance, meaning you get more meaningful results in your Performance Dashboards!