“Reports help to predict trends, and this is an advantage towards increasing profits.”
If you’re anything like me, you’ve participated in a couple of DIY home improvement projects. At the beginning of these projects, with YouTube training videos as my sidekick, I have an irrational sense of confidence in my handyman abilities. When I’m tracking down my supplies at the local hardware store, I often find the products priced and displayed as “good,” “better” and “best.” The frugal side of me tries to argue that “good” is good enough, but is there something about the “best” product that will secure my DIY victory?
With an Adwords account, we often face the same dilemma; we need to decide which reports provide the “best” measure of our campaigns’ success.
There’s a wealth of content and opinions on how to track our success, which can get confusing and overwhelming. So, it’s crucial to strip away the excess and overkill – and focus on the Google AdWords Custom Reports that can really provide valuable insights into our performance. What are Reports? Which Google AdWords Custom Reports for Clients work the hardest and speak the loudest?
Let’s dig in.
Find the complete guide to Google AdWords Client Reports here.
I. Google AdWords Custom Reports for Clients
- Reports are many times Ad agencies true deliverables, they present a great opportunity to highlight the value of their services to the clients.
- With reports, it just takes 30 seconds for the Ad agencies to explain to the clients how improving numbers are good for their business.
- Reporting communicates execution of a plan as well as the value agencies bring to their clients beyond simply executing.
- Quality Report paves the way for customer satisfaction and retention.
Now, let’s dig into various Google Adwords Custom Reports that can provide a solid measure of your success. This infographic helps in understanding the various important Google AdWords Custom Reports for Clients.
A. Click Performance Report
The Click performance report includes stats aggregated at each click level and includes both valid and invalid clicks. It helps you to evaluate how well you are communicating with the searcher audience. It can help determine the relevance and effectiveness of your campaign.
B. Geographic performance Report
Location reports in AdWords can show the places where your customers are physically located or the locations they showed interest in. It helps you to better understand how your ads are doing in different locations. With geographic reporting, one main use of the report is you can tune budget allocation by geographic regions that are performing well (and those that are underperforming).
C. Network Performance Report
Network Performance Report shows performance based on what network the ads are being shown in, including “Search Partners.”
D. Impression Share Performance Report
Impression Share Performance Report helps you to increase the visibility of your ads, the piece of the market cake you can advertise. Be wiser than your competitors and use it to find powerful leverages to increase your Adwords campaign performances.
- It is a great indicator of the strength of your keyword set
- Helps to identify areas of the missed opportunity due to budget constraints
E. Conversions Performance Report
Conversion tracking is a powerful tool in AdWords that lets you identify how well your ad campaign is generating leads, sales, downloads, email sign-ups and other key actions for your business. The data recorded by conversion tracking allows you to identify which areas of your campaign are working and not working, so you can optimize your bids, ad text, and keywords accordingly.
F. Campaign Performance Report
Campaign Performance Report allows you to view the performance of your campaign at a “macro” level and then dig into specific marketing pieces (such as emails) in order to see how well they are performing. It allows you to evaluate the effectiveness of your campaign.
G. Ad Group Performance Report
You’ve created your ad, and it’s up and running. Your next step is to find out how it’s performing. This report is crucial as it includes all statistics aggregated by default at the ad group level and gives an overview of the overall performance of the Adgroups.
H. Ad Performance Report
Advertisers like to analyze how their ads are performing in their campaigns. This report gives an analysis of how different text, display ads are performing which helps to zero-in on the performance. Sometimes, comparing how a given Text Ad or an Image Ad performs against others will provide insight in creating new ads.
I. Keyword Performance Report
The Keyword Performance Report shows the particular keywords performance from a specific time period and also shows how keywords are performing by match type. Based on the report, you can also run a keyword diagnosis to review your keyword Quality Score.
J. Search Query Performance Report
Search query data offers you insight into which queries aren’t working (even when they may be associated, at a higher level, with keywords that are) and which queries are working better than you thought. It shows you not only the keywords that you’re bidding on but also the actual queries that are driving traffic to your site.
There’s a lot of data in Google AdWords and it’s easy to get lost once you log in and start clicking around. By focusing on the key AdWords reports highlighted above, you can determine where you need to focus your efforts to make the biggest impact on ad performance.
Learn more about how you can automate your AdWords Client Reporting!
This post is a part of a blog series on Marketing Success by ReportGarden, a PPC & AdWords Client Reporting Tool. You can try it for free here.