Google Adwords reports

One of the tools that I like the most about Adwords is the number of types of reports that we have integrated into the platform, these are especially useful both to show data to customers and to perform optimization tasks.

Here is a list of the types of Google Adwords reports that I use the most.

Report Types

1) Location / Keyword Performance: As its name implies, it allows us to see the performance data (impressions, clicks, cost, conversions, etc.) of the different keywords and placements that we are using in the campaign.

2) Ad performance: Very useful for when we A / B testing of different adcopies in various ad groups, it allows us to quickly know which were the ads with the most conversions, the best Conversion Rate, CTR, etc.

3) URL performance: If we test landing pages at different URLs, this report can help us easily distinguish the ones that perform the best.

4) Ad Group Performance: The utility is very similar to the "Keyword Performance" report but without going into individual keyword details.

5) Campaign Performance: Idem to the previous one but without detailing each group of ads in a particular way, depending on the way in which we structure the different campaigns in our account we can give it different uses.

6) Account Performance: It shows us general data of the entire account, very useful to send ultra-summarized and easy-to-interpret reports.

7) Geographic Yield: It provides performance data by geography, important to differentiate data when we use the same campaign to run in several countries at the same time.

8) Performance of Search Queries: One of my favorite reports, it allows us to see what the exact search queries were that triggered our ads, I personally use it to create new keyword ideas and understand what type of search works best for a particular campaign.

9) Performance by Location: Report VITAL When we run campaigns on the Google display network, it gives us performance data for each particular location and then we can decide which ones to exclude or which to choose as managed locations, etc.

All reports have options to choose time intervals, time units, schedule them to be sent automatically by mail, etc.

There really is no specific way to use each type of report, but it depends on the structure of our account and creativity when interpreting data.

What are your favorite Adwords report types? 😉