Understanding Your Account: Reports to Help Guide Positive Change
Data is invaluable for advertisers, especially in a fluid online market space. There are various reports available within the AdWords platform that can provide you with data and knowledge about your account, but below are common reports that provide great data but may not be as well known:
Top Movers Report
Ever wonder what effect small changes in your account have had? Or ever experience a dip or surge of traffic and wonder if it external forces or something within your account?
Well, the Top Movers Report is your best resource for understanding these changes!
To find this hidden gem, navigate to your Dimensions tab while on All Online Campaigns, and from the "View" drop down menu choose "Top Movers".
To get a really great snapshot to start from is 28 days. The results you will find are the top campaigns and ad groups which have seen the biggest changes in the date range chosen. Within each row you will find information regarding this change (good or bad) and potential causes.
More information can be found on the help center article below:
Ever wonder what devices are clicking on what ads? Or wonder what type of "click" is being reported (click on headline, click-to-call, sitelink etc.)?
Segmenting your data is a great way to get a more granular view of what you are looking at. To do this, select a tab you are interested in viewing (Keywords, Ads, Ad Group....). Then select the button Segment, and from the drop down menu you can choose how you would like to segment the data.
More information on the breakdown of the segment types can be found on the link below: