¶ Seasonality Analysis
The Seasonality Analysis Dashboard provides insights into your Google search campaigns, highlighting seasonal trends that impact your metrics. By understanding these patterns, you can optimize your campaigns based on the time of month, week, or day. Here's a breakdown of each section and how to interpret the data.
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Day of the Month Seasonality
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Day of the Week Seasonality
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Hour of the Day Seasonality
¶ Day of the Month Seasonality
This section shows how your campaign performance metrics fluctuate throughout the month. These patterns can be due to various factors, such as consumer behavior, recurring events, or billing cycles, and are crucial for marketers to understand and leverage for campaign optimization. For example, if you see that your CTR is higher at the beginning of the month, you might want to allocate more budget during those days.
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Graph: Shows the Seasonality Index (Metric Value/Avg Metric Value) alongside Average Daily Spends. This indicates how the metric performs relative to its average value throughout the month.
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Insights: Provides key observations about the metric's monthly trends. For example, CTR may peak at the start of the month and decline towards the end.
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CTR shows strong monthly seasonality: CTR is 3% higher than the monthly average at the start of the month.
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Mid-month decline: CTR tends to be lower from the 10th to the 20th of the month.
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End-of-month drop: CTR decreases significantly in the last 3 days of the month.
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Action Items: Offers recommendations based on the insights. For example, you might continue to spend more at the start of the month and reduce spending towards the end.
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Continue: Spend more at the start of the month.
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Improve: Spend more mid-month and less at the end of the month.
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¶ Day of the Week Seasonality
This section illustrates how your campaign metrics change throughout the week. For example, if you notice that CTR is higher on weekdays, you might focus your ad spend more during those days and vice versa.
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Graph: Displays the Seasonality Index and Average Daily Spends for each day of the week.
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Insights: Highlights significant trends in weekly performance. For example, CTR might be higher on Mondays and lower on Saturdays.
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Examples:
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Higher CTR on Monday: CTR is typically higher on Monday and lower on Saturday.
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Higher CPC on Sunday: CPC tends to be higher on Sunday and lower on Wednesday.
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Higher CVR on Thursday: CVR tends to peak on Thursday and be lower on Sunday.
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Higher Cost on Thursday: Cost is higher on Thursday and lower on Saturday.
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Action Items: Suggests actions based on the weekly trends. For example, you might want to spend less on weekends if performance metrics are lower.
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Continue: Spend less on weekends than on weekdays.
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Improve: Target Wednesday to spend the most and reduce spending on Saturday.
¶ Hour of the Day Seasonality
This section provides insights into how your campaign metrics vary by the hour of the day. For example, if CTR is higher during the evening hours, you might schedule your ads to run more often during that time.
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Graph: Shows Metric Values and Cost by each hour of the day.
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Insights: Summarizes daily patterns, indicating when performance metrics peak or dip. For example, CTR might increase in the afternoon and evening.
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Strong hourly seasonality for CTR: CTR tends to increase during working hours and decrease in non-working hours.
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Action Items: Recommends changes based on hourly performance. For example, you might increase bids during peak performance hours.
