Your marketing chain of command is probably very interested in the answer, but the rise and fall of an Adwords campaign depends on so many factors. The answer tends to be fairly complex. Consistent tracking and analysis can help provide the answers your are looking for, but accessing the right report can create a short cut for your team.
Google’s Adwords comes with a robust reporting tool. Many of the reports are easy to access and easy to run, but returns a bunch of data that needs to be parsed. There are a few reports we use most often that could be the missing key to your analytic success.
Search Term Report:
The search term report shows each search query that triggered an ad impression & click. This data can help you discover the keywords that are doing the heavy lifting of your campaign performance by simply showing how they are matched to the searched term.
Here’s how to get to your search terms report:
- Choose “all online campaigns” on the left
- Click the keywords tab
- Choose “keyword details”
- Click the “Details” button above your statistics table.
- Choose “All” from the drop-down menu
Here’s how this data will help optimize your keywords:
- Easily identify the best and most searched terms and group them together in a unique ad group.
- Remove unwanted SERPs by putting negative keywords to work. A classic example is when a common irrelevant search term is matched with your ads. Like industry job searches.
Auction Insights Report
Use the auctions insights report to compare your campaign’s performance.
“The Auction insight report lets you compare your performance with other advertisers who are participating in the same auctions that you are.” -google support
The auction insights report giving you data to compare the performance of your ads with any advertisers who participate in the same auction. The data includes:
- Average position: A quick way to analyze the rank position of your ad compared to other advertisers who are competing in the same auction.
- Impression share: Gives you the number of impressions received divided by the estimated number of impressions your ad was eligible to receive. This report also gives you the impression share of other advertisers in the same auction.
- Overlap rate: How often a specific ad (that wasn’t yours) received an impression when your ad also received an impression.
- Position above rate: Shows you how often other auction participant’s ads were shown in a higher position than yours.
- Top of page rate: Tells you how often an ad was shown at the top of the page, in the placement that shows above the organic search results placements (cs the right side of the page).