A look at reporting
– [Narrator] Now that you’ve created a campaign, it’s time to measure your performance.You can analyze your data through nearly endless options. However, you’ll primarily be looking at data at your campaign, ad group, and ad level using different metrics and reports available within AdWords. We’re going to start by looking at the high level data and then later, we’ll look at generating more specific reports. Now I’m a big believer that every marketer or business owner should be incredibly aware of their metrics. I start every day by reviewing all of the marketing data that is important to my active objectives.
And it really doesn’t take that long once you get things built out in a way that works for you. When you’re running your AdWords campaigns, I recommend you spend the first 15 to 30 minutes of your day reviewing your analytics. Because your campaigns are typically always spending money, it’s important to stay on top of your performance. This data will help you make informed decisions about your ad and let you know where you need to make changes by seeing what works and what hasn’t over time. So let’s look at a very small campaign that I set up a while ago for a company in town called RentTrack.
Now RentTrack has a very innovative service. Renters can pay their rent to any landlord online and build their credit at all three credit bureaus simultaneously. So I’m in their dashboard and I’m here on the all campaigns overview page. Now you can see that we’ve got a few campaigns which just a couple are running. Now I’ve gone ahead and changed the campaign names to keep their objectives somewhat private. You’ll also notice that these are all very small tests. I just wanted to make sure that we had some data to look at.
So don’t worry too much about the actual performance. I simply wanted to model out both the good and the bad so we can see how this looks together. Now the first thing that I do in the morning when I start checking on my data is to run through all of my active campaigns and look at the big picture. So when we first log in, we’re here on the overview page. And this is useful to get a quick picture of what’s going on. I can see top performers and generally get the big picture of what’s happening.
But I like to see things in context. So I start by going through each view in more detail. I’m gonna drill into a specific campaign by selecting it on the left hand menu. And now, I start by looking at the overview. You can always adjust your date in the upper right hand corner.I suggest that you start by looking at things at least over a seven-day period. This way, you can see anything that has changed. The daily view just doesn’t give you visibility into if things are performing better or worse over time.
Now initially, you’re looking at your click performance over time. I can see here that my clicks started increasing and then they dropped off. This could indicate that my ad positions are changing, my quality scores are getting better, or that I’ve paused ad groups. I can also check if my average CPC is in line with what I’d expect. And that my overall cost isn’t exceeding my budget. But to really help you distinguish what’s going on, you’ll need to compare variables. So let’s move in to the ad groups view by selecting Ad Groups from the sub navigation.
Here, we’re going to see all of our ad groups in aggregate. And because a campaign is really the sum of its ad groups, this is the best starting place to truly understand what’s going on under the hood. Now, in this chart view, you can interact with the data in the upper right hand corner. For starters, we see that we have clicks graphed on the blue line,and nothing is selected for the red line. So if we want to compare metrics, we can choose the dropdown and select from a variety of metrics.
I can hover over performance and then choose Impressions. And now we’re seeing our impressions compared to our clicks over time. Interesting. So I can see the ads started seeing more impressions and the clicks increased as a result. Now the fact that these lines are so close together suggests that our click through rate is staying fairly constant. So let’s check that. I’ll choose from the dropdown option, hover over performance and then click Click Through Rate. Now we see something a little different.
The lines here don’t quite connect and that’s because there were no clicks happening on a certain day. This suggests to me that either we’ve exhausted our budget, ad groups were paused, or there just wasn’t any interest on those keywords. We’d have to continue exploring our data to get the whole story. Let’s look at some other metrics. Let’s pull in our average CPC, I’ll find that under performance. And let’s compare that to say, our average position, also, under performance.
So I can see that in some cases, our average CPC went down while our ad positions stayed relatively the same. That could suggest that I had a better quality score, or there was less competition for that particular period. Now, additionally, you’ll notice that you have some options in the upper right hand corner. You have chart options, and the ability to expand the chart. If I click expand, it takes up more screen real estate, and I can collapse it. Within the chart options, you have the ability to show your data daily, weekly, monthly, quarterly, or yearly.
The reason that these are grayed out is because Google has decided there is no data to show me for this period, or the date range that I’ve selected doesn’t correspond to the ability to show daily or weekly metrics. Now as you can see from those dropdowns, there are tons of options to really help you evaluate the full picture. But let’s drill in further to start to really understand what’s going on. Here down below, we can see that this campaign has multiple ad groups running within it. So let’s drill in to this first ad group.
Now we can start reviewing the information in the chart at the top of the screen, but I wanna focus on the data in the table below. Now when we click into an ad group, we’re going to be dropped into the keywords report. And here, we can start to look at some interesting metrics. First of all, you can click on some of the labels to sort by that metric. So if I wanna sort by click through rate, I’ll select that, and now we’re sorted from the highest click through rate down to the lowest click through rate.
Now, right away, I see that this top click through rate is 18.18% and that can look really exciting. However, when you look at the number of impressions as 11, you’ll understand that this is probably not all that meaningful. Whereas the keyword down below that has 741 impressions at a 10% click through rate is a lot more realistic. And that’s the information that I’m interested in seeing. Let’s look at this further. I’m going to select ads and extensions in the left hand sub navigation.
Here, as I scroll down, we can see there are four ads in this ad group. And you can see that some of these ads are paused which means they’re not being served. We can see the status, and some additional metrics. Often times, you’ll see that one advertisement has a runaway success and the others have minimal data. And this would indicate that Google has optimized to the better performing ad. If you wanted to test other ads, you could add them and then pause the ones that you don’t want to run. Now you also wanna review things such as your impression, your click through rate, the average cost per click, and the position for each of your ads.
And of course, you wanna look at your actual conversion data which will give you a clear picture of what’s driving your revenue. Now I’m gonna show you how to interact with this data here on the ads page. But you can follow these same steps to interact with this data at your ad groups, keywords, or even the landing page level. Now there are several ways that you can customize your data. Obviously, in the upper right hand corner, you can change the date range. But additionally, we can modify columns, segments, use filters, and even adjust graphs.
So let’s start by bringing in any additional data that we’d like. I’ll choose the modify columns icon to bring up that option and then choose modify columns from the dropdown that appears. In this view, we can select any additional columns and you’ll see the ones that are selected here on the right hand side. You can click and drag to reorder any of the options here. Now simply look through the various categories and select the options you’d like to add, and then choose apply.
Segments are another excellent way to analyze and improve your performance. Segments allow you split your data into rows based on the information that matters to you most, such as periods of time, click type, or even device. There are multiple segments that you can useand your choices vary depending on which tab of your AdWords account you’re viewing.Now when using segments, you wanna prepare your data by choosing what section you wanna look at. Just like we did here.
So in this case, we’re looking at ads within a particular ad group within this particular campaign. Segments are going to use the date criteria that’s already selected on the page.So just to the right of the filter icon, you’re going to see three horizontal stacked lines. And this is how you modify your segments. If I choose this, we can select from any of these options to segment our data. We can segment say, by device, which I’ll select so you can see what happens. In this case, we now have additional rows.
We see computers, mobile phones, and tablets under each ad and we can look at the metrics specific to those segments. Now this particular device data can be incredibly useful as you think about setting bid adjustments. We’ll talk about those later. But essentially, you can charge how much you’re willing to pay for a click depending on whether someone is on their computer, or their mobile device. You might see that your conversion rate for mobileis much lower than on a desktop, so you’d likely decide to spend less money on that traffic.
Now you can only apply one segment at a time within this table. But you can apply multiple segments to your data if you choose to download a report. After you’ve set up the report,you’ll choose the download icon which is this arrow here in the upper right hand corner,and choose More Options from the dropdown that appears. Now you can see that we’ve already segmented for device. But if I click to the right of this segment, we can add in additional segments, say day of the week. Now if you add more than three segments, your data likely won’t download.
So keep it simple. And once you’re done, choose Download, and the report will be generated. Now that’s the fundamentals of using the high level reports overview. In the next movie, we’ll take a look at generating more comprehensive reports.