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Making the most of AdWords Performance Reports

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Google Employee
# 1
Google Employee

Hey Guys,

I am part of the account performance and management team in Google and have some tips to help you measure and improve your performance effectively. I am going to talk you through some of the most important reports available in AdWords and show you how to best use these reports.

The first report I will take you through is the Search Terms Report. This report allows you to see the actual search terms that triggered your ad and lead to a click. This report can give you ideas for new keywords and also highlight terms that you may need to add as negative keywords. From a strategic point of view this report will give you an insight into user behaviour and search trends, allowing you to refine your keyword list to better target your audience.

 

 

The next report I am going to talk about is the Impression Share Report. This report will show you the percentage of impressions you received divided by the estimated number of impressions you were eligible to receive. For example you may see that you have an Impression Share of 45%, which means that 55% of the time your ads are not serving. This report will also tell you why you are losing Impression Share, either due to Rank or Budget.

 


Now I want to take you through the “Time Reports” where you can measure your performance by period of time. The most common uses of this report would be looking at performance by day of the week or hour of the day. Time Reports can help you to determine when your ad should be scheduled to serve. For example you might see from a day of the week report that you get very few conversions on Sundays so you could consider switching the ads off on Sunday. This can be done through Ad Scheduling.

 


Within Adwords you can run some extremely useful reports. I have talked about some of my favourite reports. Any other suggestions?

 

Thanks,

 

EoinM

 

4 Expert replyverified_user

Re: Making the most of AdWords Performance Reports

Explorer ✭ ✭ ✭
# 2
Explorer ✭ ✭ ✭

Hi EoinM. thanks for sharing the tips. Recently I used the Time report to find the most profitable time in a day. I found that 1000hr-1400hr are more profitable and So, I created some automated rules to change max CPC to keep my ads at higher position at this time for converting keywords. It really help me to better utilize budget. I am still learning & hope will get lots of tips & tricks to better manage my all accounts. Smiley Happy

Marked as Best Answer.
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Accepted by Mini-CM (Community Manager)
September 2015

Re: Making the most of AdWords Performance Reports

Top Contributor
# 3
Top Contributor

Hi EoinM,

 

Here's an idea: In the Search Terms Report, show us the keywords that receive impressions but no clicks. We don't see many of those on this report, and they are much more important as negative terms that the ones that actually get clicks, albeit to few clicks.

 

Impression Share Report: "This report will show you the percentage of impressions you received divided by the estimated number of impressions you were eligible to receive." I don't think that's really what you meant to say here. "This report will show you the percentage of impressions you received: the total number of impressions you received divided by the estimated number of impressions you were eligible to receive." Is probably more accurate.

petebardo -- Deadhead doing AdWords

Re: Making the most of AdWords Performance Reports

Top Contributor
# 4
Top Contributor

I strongly support Pete's idea . This part is missing and needed for keywords performance evaluation

 

-Moshe


petebardo wrote:

Hi EoinM,

 

Here's an idea: In the Search Terms Report, show us the keywords that receive impressions but no clicks. We don't see many of those on this report, and they are much more important as negative terms that the ones that actually get clicks, albeit to few clicks.

 

 

 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Making the most of AdWords Performance Reports

Google Employee
# 5
Google Employee

Hi Anil_Singh, 

 

Thanks for your reply. 

 

Automated rules can be really useful but I would also advise you to try using ad scheduling and bid adjusments. 

 

Thanks again,

 

Eoin

Re: Making the most of AdWords Performance Reports

Google Employee
# 6
Google Employee

Hi petebardo, 

 

Thanks for your reply. 

 

I really like your idea on the serach terms report and I will be sure to pass your feedback to our product specialists. 

 

Have a great day, 

 

Eoin

Re: Making the most of AdWords Performance Reports

Explorer ✭ ✭ ✭
# 7
Explorer ✭ ✭ ✭
Hi Eoin,

One of the reports I love is the keyword detail report. I use it to understand how much impression share we really are losing for an account (at the keyword level).

The percentage below/on top of results is absolutely huge. (As you know, CTR is like 10x higher when you are in the top positions. So little dumb things like raising bids, changing ad copy on those keywords you never knew were important is absolutely huge.)

I third the search term report request Smiley Happy

Also, if you're adding product support requests, I believe the reporting for Google Shopping clicks needs to become a bit more robust. (There are a couple of users who requested more information that isn't yet available.
e.g.
https://www.en.adwords-community.com/t5/Manage-ads/Tracking-Product-Listing-Ads/m-p/53336/highlight/...

https://www.en.adwords-community.com/t5/Measure-results/Is-there-a-Product-Listing-Ad-Search-Term-Re...

Re: Making the most of AdWords Performance Reports

Top Contributor Alumni
# 8
Top Contributor Alumni

david-nationalp wrote:

I third the search term report request Smiley Happy

FWIW, I fourth the search term impressions report request.

 

Also, FYI, this request has been made numerous times, for years.  The pushback from Google is that this is a privacy issue.  Maybe for single impression search queries.  But for high volume search query impressions, advertisers should know what they're buying, whether or not clicks occur.  I think it's a resource issue, not really a privacy issue.

 

Re: Making the most of AdWords Performance Reports

Top Contributor
# 9
Top Contributor

Just looked at an account which has been running for years.

 

Selected all campaigns -> Keywords -> Search terms, filtered by 0 clicks.

 

I can see 39 search terms that got 0 clicks and 109 impressions (out of a total of over 17 million impressions), in total. Many of the search terms listed have gotten 1 impression.

 

Doesn't look as a privacy issue to me, either. Processing power, maybe.

Calin Sandici, AdWords Top Contributor | Find me on: Google+ | Twitter | LinkedIn | myBlog
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Re: Making the most of AdWords Performance Reports

Participant ✭ ✭ ✭
# 10
Participant ✭ ✭ ✭
I also support "the impressions but no clicks in search term report"-idea

I´d like to suggest that you make it possible to see what keywords triggered ads at which search queries.
Yes you can get his information in the AdWords interface, (for a single keyword) but now when you download search terms at bulk. Then you only get the ad group and campaign stats