Google AdWords: 8 Types of Reports Crucial to Measure Your Success
This article is an adaptation of a very good post that I found in Search Engine Land, I found it very interesting since good reporting is essential when optimizing our campaigns and seeing how our changes influence them.
1) Ad Performance: This report is very useful to determine which of our ads has the best performance, however we must be careful when observing the information because many times the good or bad performance may depend on the ad group to which it belongs rather than the ad itself. .
A good recommendation is to only compare ads in the same ad group with each other to determine which is better.
2) URL Performance: If we use a single landing page there is no need to do this, but if we carry out A / B testing or send traffic to different pages of a site, it is very useful to determine which combination of pages, ads and keywords works best.
Do we sell more by sending visitors directly to a specific product page, listing, or home?
Do we get more logs when we direct traffic to a page especially for that purpose or when we send it to a page or to the main page of the site?
3) Ad Group Performance: When we have a good ad group structure, this report can help us avoid having to deal with keywords and save a LOT of time when optimizing.
4) Campaign Performance: Unless we have several dozen campaigns in a particular account, it is very easy to see the performance data of the campaigns from the adwords interface, this report is however VERY useful when we need to see the evolution of our campaigns over time.
5) Account Performance: This report allows you to see the data for your entire account, probably its greatest utility is to be able to compare units of time against each other.
6) Demographic Performance: With this report you can see demographic data of the sites where our ads were shown (if we use the content network). Some of the demographic data that we can see are: gender, age, etc.
Personally, I tend to take these data "with a grain of salt", but it is nevertheless interesting to know them.
7) Geographic Performance: As its name indicates, this report gives us geographic data that we can use to know which areas of the country, in Argentina it does not work :(, or which countries (in case we run international campaigns) have better performance. This information is also very useful to determine which areas can be best used for offline actions.
8) Search Query Performance: Personally, this is one of my favorite reports, since it shows us the exact search queries for which our ads were shown, this allows us to find new keywords and also determine with evidence which words should be used as negative.
Once a campaign has enough time to perform an analysis with solid data, you can try one of these reports to see what you find and plan how to improve your campaign.
What are your favorite reports? 😉
