Google AdWords Category

Using the AdWords Report Editor to Optimize Campaigns

Humans are visual creatures. A widely cited statistic states that 65% of the population are “visual learners”. No wonder most people would agree with the colloquial wisdom that “a picture is worth a thousand words.”
Google gets that, and that’s why there are a number of great ways to use the AdWords Report Editor for both data analysis and client communication.
The Report Editor is perhaps one of the most underused features in AdWords. Rolled out toward the end of 2015, this tool allows you to analyze data within your account in a more visual, and sometimes more granular, view than the main reporting section can produce. In fact, you can even create some reports that previously required an export into Excel.
PPC managers can use the Report Editor in a number of ways to look at performance and use those metrics to optimize campaigns. In this article, we’ll walk through accessing this tool and using it to create some practical, and fascinating, reports.

 

AdWords Clicks by Country

 

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Using Google Analytics Audiences for Display Ad Targeting

Everyone from marketing professionals to public speakers will tell you to “know your audience.” But that means a little something different to everyone. When it comes to putting that knowledge to work, there’s a lot more to understand than just who sees your ads.
While demographics should help define whom you target with online advertising, you should also use the data that’s available about your website visitors. If a site has a Google Analytics account, you can learn a ton of information about visitors and apply it to ad targeting.
Google Analytics tracks user demographics based on information stored in third-party cookies and mobile advertising IDs which is compiled using behavior hints from web browsing activity. Be aware that this data is not 100% perfect but reflects the best work of Google’s algorithms to gauge user ages, genders, and interests. The key to targeting is realizing that even if these categories aren’t perfect, the users who show up in a particular “bucket” when visiting your site are the people interested in your brand.
The age subsets and interest categories you see in Google Analytics correlate to targeting options available within Google AdWords. You can choose from these categories when setting up display ad campaigns in order to serve ads to the most relevant people.
First, let’s review how to look at demographic information in Google Analytics and then move on to applying what we learn in AdWords bidding.

 

Display Advertising

 

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Customizing Megalytic: AdWords KPI Widgets

Should your monthly report provide your client with specifics related to campaign performance? Yes, absolutely.
Should your report open with those specifics? Maybe not.
As a general rule: lead with the key performance indicators (KPIs), then dig deeper.
Showing KPIs before delving into campaign specifics provides your client a high level picture of results. They can see exactly how many clicks came from ad campaigns, how many conversions happened, and how much money was spent overall. This is important as executives reviewing reports may only have time to read (or an interest in reading) top-level statistics. While you still should include more detailed breakdowns of performance, those details will be more beneficial to the marketing staff who take more time to analyze the results in the report.
The AdWords KPI widgets in Megalytic allow paid search marketers to easily put important metrics front and center in their reports, helping clients understand, at a glance, the effectiveness of their campaigns. Comparisons to previous periods can also be included, providing perspective on whether numbers have gone up or done over time.
Below, we’ll first show the single AdWords KPI widget (shown simply as “AdWords KPI” in the list of widgets) before moving on to discuss the AdWords Multi KPI widget.

 

Megalytic's AdWords Multi-KPI Widget

 

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Building a Successful Display Campaign in Google AdWords

When you think of Google AdWords, you may immediately associate it with paid search – bidding on keywords for ads to show up in search results. However, AdWords also offers powerful capabilities for targeting individuals via display advertising. Display advertising includes several forms of online advertising including banner ads, text ads and others. A strong display campaign can provide excellent support for reaching people beyond search, allowing you to show ads on strategically placed sites around the web to capture a customer’s attention.
To build a successful display campaign, you want to reach as precise an audience as possible. In this article, we’ll cover how to get a display campaign off the ground and how to focus your targeting toward the right audience.

 

 

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Setting Up Conversion Tracking in AdWords

We’ve already showed you how to translate business goals to analytics goals, and we’ve provided clear instructions for how to set up Google Analytics Goal Tracking. With this in place, you’re able to track all conversions in Google Analytics and even import them directly into Google AdWords.
That’s enough, right? Why would you even bother to set up AdWords conversion tracking separately?
Simple: to give AdWords the credit it deserves!
You may know that, by default, Google Analytics attributes every conversion to the last non-direct source. That means that if your customer’s last contact with the site was via Google organic search, even if an AdWords ad was technically their first point of discovery, the conversion will show up as coming from google/organic.
Over time, this can actually skew your understanding (or your boss’ understanding) of the success you’re seeing from AdWords. Here at Megalytic, we believe it’s important that AdWords receives at least some credit any time it was part of a user’s process of finding your site. By setting up AdWords conversion tracking, you’ll be able to credit conversions to AdWords that occur within a specified window of time (default 30 days) after a user clicked an ad, even if that person came back via another source.
Setting up AdWords tracking also allows you to track unique conversions. This means that if the same user fills out forms multiple times on your site, you’re only tracking one conversion per user. In contrast, Google Analytics will track multiple conversions from the same user if they happen across different sessions. Of course, if for some reason you want to count every conversion separately (say that you sell products via your site and the same user could be making multiple purchases) you can still count all conversions.
Now that we’ve established the need to set up conversion tracking directly through AdWords, you need to decide how you’re going to define a conversion and what it is you’re going to track. A conversion should correlate with someone showing interest in your business beyond just a casual visit to your site, including any activity from a contact form submission to a free ebook download. If you are running an Ecommerce site, you may want to define any purchase as a conversion. Once you’ve determined a conversion to track, you can then proceed to setting up the tracking code and putting it into your site.

 

Blog Image AdWords Conversions

 

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