Best PPC Google Ads Performance Reports

It’s very important when you run a PPC campaign to attract most customers to your website or landing page. Adwords will help you to project the real-time report on how much money your ads & how many conversion your are getting but what happens between these processes remains obstacles for the PPC analyst unless you look at from the Analytics. The reports will help you to understand, what people do on your site, how people are engaging with your website, how many got converted & what is the reason they are not converting. With the help of these reports insights, we can instantly provide solutions then the AdWords performance will get better.

1. Time Lag Report: One of the crucial part for any organization is to figure out the how long it takes on average to convert a visitor into a customer, this can be solved with Time Lag Report. What can be determined from the Time Lag report? In Time Lag Report, it provides the information about the total number of days from the first interaction of the user with the site – which can be an impression, clicks or a direct session to the conversion. Time lag reports help you to determine, how long a user takes to convert after landing on the particular site this can help in determining whether your conversion window is set up appropriately or not.

  Time Lag Report

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2. Landing Pages Report: It is one of the most crucial parts in improving the performance of the landing pages designed for the ads. In this report, the landing pages are in the chronological order based on the popularity. It provides complete details of the individual landing pages like the number of visits on the page, the average duration of the visit, bounce rate & much more. The Landing Page Report can easily be accessed under “Behavior”, then “site content”& then the “landing page”.

landing page Report

3. Traffic Acquisition Report: The report will provide complete details from where the visitors are coming, like whether they are landing on your page from the search engines, website referrals or social referrals. This in return helps in determining that which of the online marketing tactics are becoming successful, and which are pulling most visitors towards the website. The reports show you how well each channel drives conversions.

Traffic Acquisition Report

4. Assisted Conversion Report: This report showcases the number of conversions and sales, which are assisted by a channel. The appearance of a channel anywhere during the process of conversion, except as the final interaction on the conversion path, is considered as an assisted conversion. The higher these numbers are, the more vital the assist role of that channel is. In the retail industry, most of the customers do not convert on their first visit. They do some research, gather the information, look for different products & then purchase after some days. This is a significant concern, because there may be some channels that may be contributing greatly to the success of the site. But, often, they are not accounted for the same.

Assisted Conversion Report

5. Ad performance. This report allows you to view performance data for each of your ads. Be careful how you view your ad data because it might be very dependent on the keywords that triggered the impressions more than that ad themselves. The ads are vital to the performance, if you set up your campaigns with very tightly themed ad groups this data will make more sense. Try to look for common themes that either spike or drop performance such as using pricing or strong calls to action in the ad text.

6. Demographic performance. This report allows you to view performance data for sites by demographic. Demographic information (male/female, age, etc) is not available for your search campaigns. You should know that Google offers more than just advertising on search engine results page. Their ad network, the Google Content Network, is one of the largest (if not the largest) ad networks in the world and allows advertisers to put ads on various sites around the internet.

7. Search query performance. This report allows you to find out how your users are searching for your products or services & which search queries your ad was triggered & received clicks.  By looking at the search term report you will gauge the performance of the keywords shortlisted & also the match types, you’ll able to uncover the keywords that are triggering the ads but may not have in your account. Certain search terms which are completely against the product & services which you’re talking about & you don’t want your ads to be triggered, you can add those keywords as negative keywords. Imagine your services is related to wedding photography, you don’t want your ads to trigger for certain search terms like “free wedding photography”, at this point you can place these search terms as negative keywords.

8. Geographic performance. This report allows you to view performance data by geographic origin. The geographic performance report shows you approximately where your visitors are coming from; based on their IP addresses or any locations included in their search queries. For example, if you find that users from the “North India” are converting higher than those on the “South India”, you may want to change your campaign settings to just target those higher converting areas. As well, you may find some great intelligence to share with your advertiser about which parts of the country (or world) are searching for product or brand terms.

9. Display Targeting Report This report allows you to monitor and analyze the performance of your Google Adwords campaign which targets the Google Display Network (GDN). This report fetches the data from the “Search Network With Display Select” and “Display Network Only” campaigns which use one or more of the following targeting options:

  • Age
  • Gender
  • Interests and Remarketing
  • Topics
  • Placement
  • Display Keywords

This report will allow advertisers to better optimize Display campaigns in Google AdWords. Being able to see data that shows the behavior of your Display Network customers allows marketers to optimize their account based on more than just conversion or click data. Behaviors after the click such as bounce rates or pages per session will show advertisers which keywords, placements, topics, or groups have potential and which have very limited potential.

10. Top Movers: Find the report in the “Dimensions” tab, under the “View” drop-down. You are only able to see this on the overall account level.

Top Movers Report

This report will quickly show you changes in performance and where those changes occurred. It compares the current time period (you can select 7 days, 14 days, or 28 days) to the previous time period. It has 4 categories – Cost, Clicks, Conversions, and Converted Clicks – and you can see the increases and decreases in performance for each category. You can then select one of the categories and it will give you a campaign, ad group, network, and even device-level view of where those increases and/or decreases came from. It also gives you details of impression changes, CTR changes, position changes, and CPC changes. It can be difficult to see where performance changes have occurred in your account – whether good or bad.

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google adwords expert trainer ranjan jena