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Adwords reporting best practices

Rising Star
# 1
Rising Star

Hi guys, 

 

I want to create a report template which I can send to my client. 

Currently I am using "Account Summary Report" generated with API scripts however it just gives very broad view on campaign performance.

 

Please share your experience. 

Here is a link to some free reports for API scripts:

https://developers.google.com/adwords/api/docs/appendix/reports

 
Cheers, 
Alexey

Cheers, Alexey
UAWC Agency
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer.’
3 Expert replyverified_user
2 ACCEPTED SOLUTIONS

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Alexey C
September 2015

Re: Adwords reporting best practices

Rising Star
# 2
Rising Star

Hi Alexey,

 

Here are some custom reports that we at my company pull for reporting purposes:

 

1. Overview Performance with all of the AdWords metrics ( Which you already do)

2. Top 5/10/20 Campaigns followed by AdGroups (sorted according to Conversions/ Clicks, depending on your  campaign objective)

3. Top 5/10/20 Ad Copies ( Text/Image)

4. Top Performing Keyword Report

4. Graph based analysis of Clicks Vs. Impressions/ CTR, Conversions Vs. CPA ( over the course of campaign    duration)

5. Geography Based performance metrics

6. Comparison Graph between ad platforms ( if you are running SEM on say Bing)

 

Hope this helps

 

Cheers!

 

Shashank

Cheers,
Shashank Singh, AdWords Rising Star |
Did you find any helpful responses or answers to your query? If yes, please hit "Like" or "Accept as Solution"

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Alexey C
September 2015

Re: Adwords reporting best practices

[ Edited ]
Top Contributor
# 3
Top Contributor

Hi Alexey,

 

Reporting should never be about only sending out numbers to your client. It should be about numbers and actionable insights & strategy.

 

Segmenting your account performance basis the following would give you better insights into your account:
- Campaigns, adgroups, keywords, ads

This will help you identify top performing campaigns which will in turn help you with budget allocation...

Adgroup will help you arrow down on what needs optimization and whats working.

Keywords - will help in optimizing bids and identifying profitability of keywords

 

- Geo targeting

eliminate non performing regions

 

- Time of day, day of week

ad scheduling

 

- Device

device targeting

 

- Network

help you decide if you need Eliminate or focus on either of the networks (search/partners/GDN) 

 

Alsong with this... give your insights and plan of action in the report. This helps the clients realise how much you think about their business!

 

Cheers,
Shweta

AdWords Top Contributor
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Accepted Solution’!

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Alexey C
September 2015

Re: Adwords reporting best practices

Rising Star
# 2
Rising Star

Hi Alexey,

 

Here are some custom reports that we at my company pull for reporting purposes:

 

1. Overview Performance with all of the AdWords metrics ( Which you already do)

2. Top 5/10/20 Campaigns followed by AdGroups (sorted according to Conversions/ Clicks, depending on your  campaign objective)

3. Top 5/10/20 Ad Copies ( Text/Image)

4. Top Performing Keyword Report

4. Graph based analysis of Clicks Vs. Impressions/ CTR, Conversions Vs. CPA ( over the course of campaign    duration)

5. Geography Based performance metrics

6. Comparison Graph between ad platforms ( if you are running SEM on say Bing)

 

Hope this helps

 

Cheers!

 

Shashank

Cheers,
Shashank Singh, AdWords Rising Star |
Did you find any helpful responses or answers to your query? If yes, please hit "Like" or "Accept as Solution"
Marked as Best Answer.
Solution
Accepted by topic author Alexey C
September 2015

Re: Adwords reporting best practices

[ Edited ]
Top Contributor
# 3
Top Contributor

Hi Alexey,

 

Reporting should never be about only sending out numbers to your client. It should be about numbers and actionable insights & strategy.

 

Segmenting your account performance basis the following would give you better insights into your account:
- Campaigns, adgroups, keywords, ads

This will help you identify top performing campaigns which will in turn help you with budget allocation...

Adgroup will help you arrow down on what needs optimization and whats working.

Keywords - will help in optimizing bids and identifying profitability of keywords

 

- Geo targeting

eliminate non performing regions

 

- Time of day, day of week

ad scheduling

 

- Device

device targeting

 

- Network

help you decide if you need Eliminate or focus on either of the networks (search/partners/GDN) 

 

Alsong with this... give your insights and plan of action in the report. This helps the clients realise how much you think about their business!

 

Cheers,
Shweta

AdWords Top Contributor
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Accepted Solution’!

Re: Adwords reporting best practices

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Hi Shweta and Shashank, I like both of your approach - it creates beatifull combination when it is combined together.

Re: Adwords reporting best practices

Rising Star
# 5
Rising Star
Hi Alexey,

I am glad that we could help you out with this.

Cheers!

Shashank
Cheers,
Shashank Singh, AdWords Rising Star |
Did you find any helpful responses or answers to your query? If yes, please hit "Like" or "Accept as Solution"

Re: Adwords reporting best practices

Explorer ✭ ☆ ☆
# 6
Explorer ✭ ☆ ☆
Cheers!