15 minute Guide to Google Ads Client Reports [Free Sample]

“Reporting is the most important client communication after onboarding!”

Wanted: Executive experienced in data, digital, social & search. The ability to simultaneously and efficiently handle up to dozens of stakeholders (often with competing interests) a must. A successful candidate is skilled at managing up, managing down and balancing a P&L. Old-school thinkers need not apply!

I applied!

And I never looked back again!

From the day I joined PPCGeeks, my only focus was to learn as fast I could. I quickly found a mentor in Bethany. I read and implemented everything she suggested. I should say that I owe a lot to Larry Kim, Rand Fishkin, Neil Patel and Brian Dean for their actionable tips & techniques. In the next 18 months, I quickly rose through the ranks, handling SEO and Social accounts along with PPC, for my clients. I asked for bigger clients and my agency was more than happy to give me higher responsibilities.  

This week we had a long meeting on client satisfaction & retention and I was asked to submit a detailed roadmap. Without wasting time, I quickly began working on the report.

1. What are the 3 biggest factors that affect client satisfaction? I asked myself.

A. The answer was obvious to me:

• Transparency
• Accountability
• Inclusion

2. How can we improve all the 3 factors?

A. Regular reporting

3. Why are we failing with reporting?

A. Because its manual and time taking.

I had found the theme of my roadmap, client report automation! So let’s get down to it. Tie on your Google Ads apron, grab a pen to write down the key ingredients that form an integral part of the report. And follow along as I walk you through various kinds of automated Google Ads client reports and the valuable insights they offer about the performance of an Google Ads account.

Find the infographic on the various Google Ads Custom Reports here.

Before delving into the reports, let’s look at various key ingredients that form the core of the report. Those includes :

• Metrics
• Segmentation
• Dimensions
• Filters

I. Metrics

“Without the right marketing metrics, you are shooting in the dark. The only way to know if things are working for you or not is those metrics.”   — Ian Brodie

If you manage a Google Ads account to supplement your organic search engine optimization efforts, you know there are a ton of metrics available to track and analyze, and it can quickly get confusing and overwhelming. Since we all have limited bandwidth, it’s a good idea to narrow down the field to a short list of key metrics that really give you a meaningful insight into what’s working — and what isn’t.

Let us now talk in detail about the Google Ads metrics that can provide valuable insights into the performance of an Google Ads campaign. This infographic helps in understanding the key metrics that can provide a solid measure of your success.

A. Impressions

The first metric we should look at is the number of impressions for campaigns within the account. Impressions are the number of times your ad was displayed to a searcher audience based on matches between your campaign keywords and terms used within search queries. As a very broad statement, your ads need to be displayed in order to see any sort of performance in your account. If your ad isn’t showing, you’re not even giving searchers a chance to click anything and definitely not leading them down the road to conversions. The bottom line here is that you first need impressions if you’re expecting to perform well in other areas.

If you’ve looked at your impressions and feel like your ad is showing a significant amount of times based on your targeting, that’s awesome, you can move on to some of the more telling performance metrics.

B. Clicks

When someone clicks your ad, like on the headline of an expanded text ad, Google Ads counts that as a click. Typically the more ad clicks the better as this means more people are coming to your website from the ads. Clicks can help you understand how well your ad is appealing to people who see it. Relevant, highly-targeted ads are more likely to receive clicks.

C. Click Through Rate (CTR)

Click-through rate (CTR) is one of the purest metrics and is the lifeblood of any good Google Ads account. It is easily evaluated by dividing clicks by impressions.

CTR can be used to help you determine the quality of your imagery, positioning, and keywords. CTR helps evaluate how well you are communicating with searchers and can help determine the relevance and effectiveness of your campaign. A high ratio of clicks to impressions is an indication that you are targeting the right audience with appropriate keywords and ad text, and those searchers are responding by clicking through to your site – whereas a low CTR is pointing out that there is some disconnect between you and your audience.

D. Cost

Are You aware of Where Your Money is Going?

Once your account is up and running (i.e. ads are showing and searchers are clicking), you’ll want to look at some metrics that dive deeper into how well your account is performing based on the most important metric: MONEY.

A huge aspect of interpreting your Google Ads data is determining whether or not you are taking advantage of your advertising dollars and not wasting money. You can’t expect high profits if you have high costs, so you’ll want to make sure you’re reducing the wastage throughout your account.

E. Cost Per Click (CPC) and Cost Per Acquisition (CPA)

Cost per click, the amount you pay for each click, is important because it ultimately determines the financial success of your campaigns.

Cost per acquisition focuses more on how much your business pays in order to attain a conversion. Looking at both metrics will help you to answer the questions as to whether or not you are making money in your account. Generally, your CPA will be higher than your CPC because not everyone who clicks your ad will go on to complete your desired action (or in other words, convert).

It’s always a good feeling knowing that people are interested in your ads and are showing that interest by clicking, but if each click is costing you more than you would pay for a fancy dinner, it’s probably not going to feel too great at the end of the day. Your return on investment (ROI) will be determined by how much you are paying for clicks, and by what kind of quality you are getting for that investment. It’s important to monitor your CPC so that you can determine if you are under- or overpaying for clicks. And it’s equally important to monitor CPA because it determines whether or not your conversions are being driven at a cost that is profitable.

CPC, of course, varies depending on the competitiveness of the industry among other things, but you still need to take into consideration whether or not you can still make money after you pay for the cost of your clicks. That’s where CPA comes into play; if you’re paying more for that potential customer than you can make off of them, then essentially you are paying for that person to be your customer. Lowering CPC can require some strategy as you want to maintain value while lowering the price you’re paying for each click.

F. Average Position

A statistic that describes how your ad typically ranks against other ads. This rank determines in which order ads appear on the page.

The highest position is “1,” and there is no “bottom” position. An average position of 1-8 is generally on the first page of search results, 9-16 is generally on the second page, and so on. Average positions can be between two whole numbers. For example, an average position of “1.7” means that your ad usually appears in positions 1 or 2.

• Your ad’s rank can change, causing its position on the page to fluctuate as well, so your average position can give you an idea of how often your ad beats other ads for the position.
• You can see an “Avg. Pos.” column for your ads, campaigns, and other elements, but the average position is generally most useful to look at for your keywords. By seeing how your ad typically ranks when it’s triggered by one of your keywords, you can try to influence your position by changing the keyword’s bid.

G. Converted Clicks

A conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone. Conversions help you understand how much value your online ads bring to your business. In reporting terms, the change means the Conversions (One-Per-Click) will be replaced with “Converted Clicks,” and Conversions (Many-Per-Click) will be replaced by “Conversions.” Advertisers can think of the newly named columns this way:

Converted Clicks = Unique Customers.

This is “the number of clicks that convert within your chosen conversion window (typically 30 days)”.  So, if a customer makes two separate purchases after clicking on an ad, they will register as one Converted Click.

H. Conversion Rate (CR)

Conversion Rate is probably the most significant metric for your business because everything else is just numbered unless you can convert ad-clicks into revenue. It is very similar to CTR. Instead of impressions and clicks, it focuses on how many clicks lead to conversions. CR is used to evaluate the utility of incoming PPC traffic. How many of these users that click the add will go on to complete a purchase? This avoids the pitfall of CTR in that you ultimately measure which ad brings in the highest percentage of qualified traffic. The more you turn clicks into leads, and leads into satisfied customers, the higher your conversion rate will be.

Why Conversion Rate?

The conversion rate is a great marketing performance metric for really drilling down to how your terms and ads are performing for you. You may have a great CTR, but if you aren’t converting any of those clicks, the conversion rate will help tell you that and you’ll know it’s time to optimize. Conversion rate also lets you look at the rate trend (vs. just absolute conversion number trend) which can help you compare to conversion rates from other advertising avenues – comparing to other metrics is vital in understanding how well your campaigns are performing outside of just your Google Ads silo.

I. Total conversion value

Total conversion value is the sum of all conversion values for all conversions.

Make sure you are assigning a value to your conversions so you know the exact return you are seeing. This value should be assigned directly in your conversion tracking code. Though you can see conversion value through your analytics, it will be preferable to view cost and conversion value, and ultimately return on ad spend, directly within one place, the Google Ads interface.

II. Segmentation

“Use segments to split your data into rows based on the options that matter most to you, such as periods of time, click type or device.”

You can  never meet a client who will not want to know as much as he could about his customers. Californians buy more beach balls on Sundays than on Monday. What helps you to drill down to such an extent? The answer is obvious, Segmentation. Segments allow advertisers to dig deeper into their performance metrics. It also helps to isolate high volume search queries: to eliminate the “noise” of analyzing too many variables at once.

Why Segment Your Google Ads account?

Control and efficiency are the secrets to high-performance of an Google Ads account. Segmenting your accounts by geo, device, network, etc., allows marketers to squeeze extra performance by customizing copy, landing page, bids, and budgets. Segments not only improve performance, but they can also keep your clients satisfied.

It also allows you to manage money more efficiently by illuminating natural browsing behaviors and optimizing towards them, taking money away from what doesn’t work, and putting it where it does. Pulling Google Ads reports by day-of-week, hour-of-day, geo, and device helps refine bidding strategies by giving insight into trends that their competitors may not see.

For example, if a client in the online dating space tells us that women over 45 are more likely to subscribe than any other demographic, then we can specifically target this demo while pushing free signups to this demo at a much more aggressive CPA target. This data integration improves the working relationship by bringing SEMs closer to their clients’ businesses and permitting sophisticated reporting. The Segment option allows you to review your campaign performance data in a number of ways:

• Network: Google Search, Search Partners, and Content.
• Click type: URL clicks or click to call
• Device: Computer or mobile device.
• Conversion Type : Signed Up / Paid Conversions
• Day: Performance by day.
• Week: Performance by week.
• Month: Performance by month.
• Quarter: Performance by quarter.
• Year: Performance by year.
• Day of week: Performance by day of the week (Sunday through Monday), regardless of date.

All data is displayed for the date range selected in the Google Ads UI. For example, if you’ve selected “Last 30 days” as the date range, segment data will display for that time period.

III. Dimensions

“The Dimension tab lets you slice and dice your data by the dimension of your choice across an ad group, a campaign, or your entire account.”

Why “Dimensions” tab is  so crucial?

You can use Dimensions to view statistics that cut across other Google Ads tabs. For example, you can view your total stats by month, hour, or geographic region. You can customize your table to compare your total clicks in January across ad groups, or see individual cities where your clicks came from. These different Dimensions help you to dissect your account in a number of ways including the following:

• Time
• Conversions
• Reach and frequency
• Labels
• Destination URL
• Geographic
• User locations
• Search terms
• Automatic placements
• Free clicks
• Call details

This may seem like a large list to work through but spending a bit of  time on each one can be fully beneficial for optimizing your account.

IV. Filters

“A search that you can do on your campaign data to restrict the type of data that you see in your tables and charts.”

Filter your account statistics to search for the data that interests you the most, such as keyword text, average cost-per-click (CPC), or impressions. Once you’ve created a filter, you can save it for easy access in the future.

• When you’re viewing the statistics tables on your Campaign tab, you can use filters to search the table for specific information. For example, you can filter for keywords using a particular word, bids that are higher than a particular amount, and clickthrough rates (CTRs) that are lower than your average.
• The filter options that are available depend on whether you’re viewing your keyword, ad, ad group, or campaign tables.
• To create a filter, click the “Filter” button in the toolbar above any statistics table.

Filters can help optimizing your account by identifying the problem areas with keywords, ads, or campaign settings that may require action or could be improved.

V. Google Google Ads Client Reports

Why Reports?

• Because it just takes 30 seconds to explain to the Clients how improving numbers are good for their business.
• Opens the door to that longer conversation between the Clients and  the Digital ad agencies about the social raising business value
• Quickly justifies the Digital ad agencies budget requests
• Helps the Digital ad agencies to identify their most successful strategies and content pieces.

Your Google Ads Report Card will contain various crucial reports. Let’s discuss each of them in detail :

A. Click Performance Report

Why is the Click Performance Report important?

Click Performance Report helps evaluate how well you are communicating with the searcher audience. It can help determine the relevance and effectiveness of your campaign.

What does the Click Performance Report show?

The Click performance report includes stats aggregated at each click level and includes both valid and invalid clicks. A high ratio of clicks to impressions is an indication that you are targeting the right audience with appropriate keywords and ad text, and those searchers are responding by clicking through to your site – whereas a low click performance  is pointing out that there is some disconnect between you and your audience.

Generating a Click Performance Report can be made a lot easier with ReportGarden

What good is the ad if you receive impressions but your ads can’t close the deal? The potential lead/customer can’t do anything on your site if they don’t click through and arrive on the site first. ReportGarden’s sublime style report, What You See Is What You Get(WYSIWYG) makes your work easy and simple. ReportGarden is a PPC & Google Ads Reporting Tool which lets you automate your work and also bubbles up important insights about your campaign. You can try the tool for free!

With just a simple drag and drop of a widget, you can view your entire Click Performance Report with detailed analysis. Furthermore, it facilitates various options like Dimensions and Segmentation to isolate high volume search queries: to eliminate the “noise” of analyzing too many variables at once by giving you insights into trends that your competitors may not see.

Dimensions : Time

Dimensions : Time.

The following screenshot is a representation of Click Performance Report  generated on an hourly basis and segmented on the basis of device type.

Some key metrics to look for are :

• Clicks : How many times it was clicked
• Impressions : How often your ad has appeared on a search results page or website on the google network
• Conversions : How many conversions it earned
• ROI : measures the gain/loss generated

B. Geographic Performance Report

Why is the Geographic Performance Report important?

Geographic performance report helps to better understand how your ads are doing in different locations.

What does the Geographic Performance Report show?

Much like how snorkeling is popular in Hawaii and sledding is in Alaska, you may find that your business flourishes in particular parts of the world. Location reports in Google Ads can show the places where your customers are physically located or the locations they showed interest in. As with any Google Ads report or new feature, You would want to identify how (and whether) this is actionable. With geographic reporting, one main use of the report (similar to dayparting and demographic reporting) is you can tune budget allocation by geographic regions that are performing well (and those that are underperforming).

Generating an Google Ads Geographic Report can be made a lot easier with ReportGarden

ReportGarden allows you to view your ad performance at the most specific level available for targeting — in other words, if you were targeting a particular city like Toronto, you could view location data down to the postal code, university, or airport level. This gives you a more detailed view of the locations where your campaigns are performing well. ReportGarden’s meticulous reports help you to fine-tune your budget allocation. They help you to spend money in areas that will perform better, also helps to drive better performance by looking for “outliers” and instances where you have:

• High volume regions (high amount of spend/clicks/conversions)
• Underperformance from a CPA perspective

Dimensions : Countries(Geographic).

Dimensions : Countries.

Dimensions : Cities.

The following screenshot is a representation of City wise Performance Report sorted in the descending order of clicks and segmented on the basis of Network.

Some key metrics to look for are :

• Clicks : How many times it was clicked.
• Impressions : How often your ad has appeared on a search results page or website on the google network.
• CTR : How often it was clicked when it appeared.
• Converted Clicks : Number of clicks that convert within your chosen conversion window (typically 30 days).
• Conversions : How many conversions it earned.
• Cost : How much money it spent.
• Total Conversion Value : It is the sum of all conversion values for all conversions.
• Average CPC : What the cost per click is on average.
• Click Conversion Rate : Number of converted clicks divided by your total clicks that can be tracked to a conversion.

C. Network Performance Report

Why is the Network Performance Report important?

The Network Performance Report provides the statistics to help you evaluate your ad performance, whether you’re new to display advertising and just want the basics or have been doing display advertising for a while and want to delve into your performance and audience stats to get even more out of your campaigns.

What does the Network Performance Report show?

Network Performance Report shows performance based on what network the ads are being shown in, including “Search Partners.”

Generating a Network Performance Report can be made a lot easier with ReportGarden

Are you looking for a unique reporting tool which gives in-depth analysis about your ads’ performance in different networks? Is your performance segregation based on different networks becoming hectic? No worries. No more mirages, ReportGarden will be your oasis. ReportGarden considers a wide range of factors to analyze your network performance on different search networks and also tracks each and every metric to provide the required analysis. Have you ever imagined that there is a possibility to view your performance on different networks based on the click type? With ReportGarden, it is made very easy at the click of a button.

Dimensions : Network.

Dimensions : Network.

The following screenshot is a representation of Network Performance Report segmented on the basis of click type.

Some key metrics to look for are :

• Clicks : How many times it was clicked
• Impressions : How often your ad has appeared on a search results page or website on the google network
• CTR : How often it was clicked when it appeared
• Conversions : How many conversions it earned
• Cost : How much money it spent
• Total Conversion Value : It is the sum of all conversion values for all conversions.

D. Impression Share Performance Report

Why is Impression Share Report important?

Impression share report is an underrated report. Be wiser than your competitors and use it to find powerful leverages to increase your Google Ads campaign performances. It also helps you to increase the visibility of your ads, the piece of the market cake you can advertise.

What does the Impression Share Report show?

• It is a great indicator of the strength of your keyword set: If you have a very high Impression Share for both Exact Match and Standard you can feel confident that your coverage is strong. It also helps guide you to expand your keyword set through Search Query Reporting or encourage you to add more negative terms to improve campaign performance.
• Helps to identify areas of missed opportunity due to budget constraints: If you have a strong performing campaign or ad group that is missing out on Impression Share due to Budget then you can simply increase budget here to gain additional conversion volume and overall campaign performance.

Generating an Impression Share Performance Report can be made a lot easier with ReportGarden

Is your Impression Share Performance seeing a dip in a particular month of a year? need a report of that month? No worries. No more mirages, ReportGarden will be your oasis. ReportGarden enables various key options to track your Impression Share Performance of a particular month based on the device type  with the help of segmentation. It generates reports with utmost precision and ease which gives you a better understanding of your market, the performances of your campaign and the adequation of your budget.

Dimensions :Time.

Dimensions :Time.

Some key metrics to look for are :

• Search Impression Share: This metric is found by dividing the number of impressions received on the Search Network divided by the estimated number of impressions you were eligible to receive.
• Search Lost IS (budget): The figure represents the percentage of instances that ads were not shown on the Display Network due to inadequate budget.
• Search Lost IS (rank): The number indicates the percentage of time that ads were not shown on the Search network due to low Ad Rank.
• Display Impression Share: This metric is found by dividing the number of impressions received on the Display Network divided by the estimated number of impressions you were eligible to receive.
• Display Lost IS (budget): The figure represents the percentage of instances that ads were not shown on the Display Network due to inadequate budget.
• Display Lost IS (rank): The percentage of time that your ads weren’t shown on the Display Network due to poor Ad Rank.

E. Conversions Report

Why is the Conversions Report important?

Conversion tracking is a powerful tool in Google Ads that lets you identify how well your ad campaign is generating leads, sales, downloads, email sign-ups and other key actions for your business.

What does the Conversions Report show?

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.

Generating a Conversions Report can be made a lot easier with ReportGarden

Depending on your business, a conversion could be counted when a customer makes a purchase through your website, signs up for a newsletter, fills out an online survey or contact form, downloads an app or white paper, calls a phone number from a mobile phone, and so on. ReportGarden lets you identify what customer actions you want to track as conversions, it gives an analysis of the Conversions, whether it is signup or a Purchase/sale to get your conversion tracking up and running for your campaign.

Dimensions :Time.

Dimensions :Time.

Dimensions :Time.

The following screenshot is a representation of Conversions  Report on hourly basis segmented on the basis of Conversion type.

Some key metrics to look for are :

• Clicks : How many times it was clicked.
• Converted Clicks : Number of clicks that convert within your chosen conversion window (typically 30 days).
• Conversions : How many conversions it earned.
• Click Conversion Rate : Number of converted clicks divided by your total clicks that can be tracked to a conversion.
• Cost : How much money it spent.
• Cost/Conversion : How much it cost to get each conversion on average.
• Cost/Converted Click :  Cost divided by your total converted clicks.
• Total Conversion Value : It is the sum of all conversion values for all conversions.

F. Campaign Performance Report

Why is the Campaign Performance Report important?

This report allows you to view performance data for your campaigns.

What does the Campaign Performance Report show?

After publishing a campaign, you will have access to performance reporting. It allows you to evaluate the effectiveness of your campaign. It 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.

Generating a Campaign Performance Report can be made a lot easier with ReportGarden

The campaign level data is easy to see from a single screen in the interface, you would probably only need to pull this report for historical purposes. For example, with ReportGarden you can set the date range to go back several years and then choose the unit of time in months. This way you could get a good month-over-month look at how your account has been performing. ReportGarden also allows you to view your campaign performance across various countries and if you want to drill down even further, it allows you to segment your Campaign performance based on the Network, Device Type etc.

Dimensions : Campaigns.

Dimensions : Campaigns.

The following screenshot is a representation of Campaign performance Report displaying 3 rows, filtered by Cost and segmented on the basis of Network.

Some key metrics to look for are :

• Conversions : How many conversions it earned.
• Impressions : How often your ad has appeared on a search results page or website on the Google network.
• Clicks : How many times it was clicked.
• CTR : How often it was clicked when it appeared.
• Cost : How much money it spent.
• Average CPC : What the cost per click is on average.
• Average Position – Where on the page its ads showed up on average.
• Cost/Conversion : How much it cost to get each conversion on average.
• Total Conversion Value : It is the sum of all conversion values for all conversions.

G. Ad Group Performance Report

Why is the Ad Group Performance Report important?

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.

What does theAd Group Performance Report show?

You’ve created your ad, and it’s up and running. Your next step is to find out how it’s performing. The report tracks statistics like clicks, impressions, and click-through rate which is a great way to start. It’s also important to think about what you’re trying to accomplish with your campaign, so you can focus on the statistics that can help you achieve your goals.

Generating an Ad Group Performance Report can be made easier with ReportGarden

ReportGarden provides flexibility to your reporting by concentrating on the important things you are looking for. For example, if you want to see your Ad Group performance strictly in the ascending order of impressions your ad is getting or you can drill down even further to see your Ad group performance based on Device type with the help of segmentation.

Dimensions : Ad Group.

Some key metrics to look for are :

• Impressions : How often your ad has appeared on a search results page or website on the Google network.
• Clicks : How many times it was clicked.
• CTR : How often it was clicked when it appeared.
• Cost : How much money it spent.
• Average CPC : What the cost per click is on average.
• Average Position – Where on the page its ads showed up on average.
• Conversions : How many conversions it earned.
• Cost/Conversion : How much it cost to get each conversion on average.

H. Ad Performance Report

Why is the Ad Performance Report important?

This report gives an analysis of how different text, display ads are performing which helps to zero-in on the performance.

What does the Ad Performance Report show?

Advertisers like to analyze how their ads are performing in their campaigns. Sometimes, comparing how a given Text Ad or an Image Ad  performs against others will provide insight in creating new ads.

Generating an Ad Performance Report can be made a lot easier with ReportGarden

With ReportGarden, a single click gives a good overview of the performance of your Text and Image ads’. ReportGarden delivers a consolidated report which includes the number of clicks, impressions, and the number of conversions that particular ad has earned. This helps you to better understand, provides an opportunity to work on your strategies to improve your campaign’s performance .

Dimensions : Text Ads.

Some key metrics to look for are :

• Impressions : How often your ad has appeared on a search results page or website on the Google network.
• Clicks : How many times it was clicked.
• CTR : How often it was clicked when it appeared.
• Cost : How much money it spent.
• Average CPC : What the cost per click is on average.
• Average Position – Where on the page its ads showed up on average.
• Conversions : How many conversions it earned.
• Cost/Conversion : How much it cost to get each conversion on average.

I. Keyword Performance Report

Why is the Keyword Performance Report important?

All good managers evaluate their employees’ performance on a regular basis. In the same way, you want to review your keywords’ performance to see which ones are helping you meet your advertising goals for your campaigns that target the Google Search Network.

What does the Keyword Performance Report show?

The 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.

Generating  a Keyword Performance Report can be made a lot easier with ReportGarden

ReportGarden helps you build customizable report cards to measure your keyword performance. It helps you to analyze your data related to keywords to see larger trends, identifies the performance of your keywords, so you don’t waste time on underperforming keywords.

Run an Google Ads Keyword Performance Report to determine which keywords are performing well for your ad groups, and those which are not.

Dimensions : Keywords.

The following screenshot is a representation of Keyword Performance Report displaying 4 rows sorted in the descending order of CTR segmented on the basis of Network.

Some key metrics to look for are :

• Impressions : How often your ad has appeared on a search results page or website on the Google network.
• Clicks : How many times it was clicked.
• CTR : How often it was clicked when it appeared.
• Cost : How much money it spent.
• Average CPC : What the cost per click is on average.
• Average Position – Where on the page its ads showed up on average.
• Conversions : How many conversions it earned.
• Conversion Rate – How often did clicks result in conversions.

J. Search Query Performance Report

Why is the Search Query performance Report important?

Search queries report is  an extremely important piece of online advertising. It shows you not only the keywords that you’re bidding on but the actual queries that are driving traffic to your site.

What does the Search Query performance Report show?

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.

Generating a Search Query Performance Report can be made a lot easier with ReportGarden

ReportGarden helps mine your search query data with a clear strategy, efficient techniques, and  process, which will ultimately translate your search queries gold into improved campaign profitability. It also helps you to filter and compare your search terms with a threshold for values based on :

• Impressions
• Conversions
• Campaigns
• Device type

Run a Search Terms Report to identify which searches trigger your ads. Use this data to analyze ad performance and refine ad impressions and ad spends with additional keywords and negative keywords.

Dimensions : Search Queries.

Some key metrics to look for are :

• Impressions : How often your ad has appeared on a search results page or website on the Google network.
• Clicks : How many times it was clicked.
• CTR : How often it was clicked when it appeared.
• Cost : How much money it spent.
• Average CPC : What the cost per click is on average.
• Average Position :Where on the page its ads showed up on average.
• Conversions : How many conversions it earned.

In order to access these Custom Google Ads Reports available in ReportGarden, you need to Sign-up with ReportGarden and create your account. And also link your Google Ads account with this account.

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Building a report is actually fun, you’ll love the workflow. Put the days of copy-pasting behind you. Generate automated reports with just a few clicks that will make your clients go WOW!

Reports aren’t just reports, they’re beautiful stories with data your clients will actually enjoy reading.

Learn more about how you can automate your Google Ads Client Reporting!

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