The Value of AdWords Brand Bidding |

The Value of AdWords Brand Bidding

By Richard Fergie / May 25, 2010

In my last post I talked about a method for testing the value of using AdWords on your brand.

The results are now in:

  • Average Hourly Revenue from brand keywords when Running AdWords: £3471
  • Average Hourly Revenue from brand keywords without AdWords: £3278
  • Average Hourly Cost of brand keywords: £0.86



Traffic in this account varies quite a lot depending on the day of the week so I chose to segment by hour rather than day of the week. I wanted to keep the slices as fine as possible to reduce the variation caused by the time of day so I used the following day parting scheme:

I waited a month before analysing the data; for this account a month is plenty of time for the result to be statistically significant.

To get the information I needed I opened the Total Revenue part of the Ecommerce Report in Google Analytics.

After exporting the information to Excel I could easily find the averages that I needed. To make the test as fair as possible I only looked at the hours between 1600 and midnight. This may mean that my results are invalid during the rest of the day

More posts from this author

blog comments powered by Disqus
01865 703000