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A couple of weeks ago Google announced they would be rolling out a new AdWords Treemaps (BETA) report in Google Analytics and so we were very excited this week to notice it has now been rolled out in the UK and across all our accounts. You can find the report under Acquisition > AdWords > Treemaps.
Treemapping is a method of displaying hierarchical data as nested rectangles; the colour of the rectangle represents the correlation between the selected data dimensions. They may not look like a tree, but because the map represents hierarchical data which is tree-structured, it is referred to as a tree map: each node (leaf) of data is represented by a rectangle.
A Treemaps rectangular display is designed for space efficiency -- it represents a large quantity of data correlations in a small space. You may recognise this way of displaying information from software which shows your hard disk usage on your computer.
Just as Google explains, this representation of data will let you visually explore trends in your AdWords data. This will help you hypothesis about your campaigns. Google aren’t giving us new data with these reports but visualising what is already there, which makes hypothesising about the data quicker.
Seeing a bunch of colourful rectangles can be a bit confusing at first! But we only had to spend five minutes experimenting to gain insight on campaign performance in a quicker and more efficient way.
Here are some example reports we’ve played with that will show you why they will be a loved addition to Google Analytics:
Look at the clarity this report brings! We can immediately identify what campaigns are lagging behind and which are the most effective at leading to goal conversions. Campaigns with large numbers of clicks (i.e. big rectangles) and poor conversion rates (i.e. red) are in urgent need of optimisation.
Clicking on a campaign rectangle allows you to delve deeper to determine how the adGroups within each campaign are performing. You can see which groups aren’t performing well on your conversion goals. You can then experiment with your site to improve performance.
The rectangles with low cost, but high ecommerce, conversions (more green!) shows what campaign is working most effectively for what you are spending. We can compare these campaigns with worse performers (red rectangles) in order to identify what drives conversions on certain campaigns. We could run A/B testing on the weaker performing landing page to try increase conversions or test variations of ad copy or destination URLs.
These reports help identify trends more quickly in order to react to how your audience behaves.
Which keywords drive new users to your site? What is particularly useful about the hierarchical structure is that you start at the top account level, which in the above instance is by country. Trends can be identified at each level of your data. The report helps identify quickly the campaigns where improvements could make the most difference to performance.
We’ve already found these three insightful comparisons, and will be experimenting with more combinations. Listed below are the currently available metrics for Treemaps.
We’ve only taken a short while today to look at these reports but have found them to be a useful addition to Google Analytics.
The data is already there in the numbers of Google Analytics but visualising this data can support trend-spotting and fast hypothesising. If you’re not a great fan of numbers or don’t have a lot of time to dedicate to analyse your AdWords campaign, then Treemaps will provide you with an efficient method of combining different aspects of your data to make faster insights.
We love the way these reports empower marketers to quickly understand the strong and weak areas of their campaigns, meaning they can ask their PPC teams or agency the right questions.
Need insight into your PPC activity? Then contact our Biddable team here at Fresh Egg.