YoY changes in Google AdWords refers to the year-over-year changes in performance metrics for your Google AdWords campaigns. This data can be helpful for understanding how your campaigns are performing over time and identifying any trends or changes that may need to be addressed.
To view YoY changes in Google AdWords, you can use the “Compare” feature in the Performance report. This feature allows you to compare the performance of your campaigns for a specific date range to the performance of your campaigns during the same date range in the previous year.
The YoY change metrics that are available in the Performance report include:
- Impressions: The number of times your ads were shown.
- Clicks: The number of times your ads were clicked.
- Cost: The amount of money you spent on your campaigns.
- Conversion rate: The percentage of people who clicked on your ad and took a desired action, such as visiting your website or making a purchase.
- Return on investment (ROI): The amount of money you made from your campaigns, minus the amount of money you spent.
By tracking YoY changes in these metrics, you can get a better understanding of how your campaigns are performing over time and identify any areas that need improvement. For example, if you see that your click-through rate (CTR) has decreased YoY, you may need to make changes to your ad copy or targeting.
YoY changes in Google AdWords can also be helpful for benchmarking your performance against other businesses in your industry. By comparing your YoY changes to the YoY changes of your competitors, you can get a better sense of how you are doing relative to the market.
Overall, YoY changes in Google AdWords can be a valuable tool for understanding your campaigns’ performance and making necessary adjustments to improve your results.