Custom reporting is one of my all time favorite tools with in the analytics package and I use it for all kinds of different reports.
Since I’m more of an AdWords junkie and I’m a huge believer in ROI and then being able to point to what is and what isn’t working I use this report below.
This is how it’s built if you just want to build it by hand. If you’re not wildly familiar with custom reports you might want to use my shared URL and then start learning how they work and tweaking them for your needs.
Just copy and paste this into a browser and if you’re signed into analytics it will ask for a profile or populate into your account automatically.
This is what your output will look like if you run it like my example:
All the pertinent information has been deleted to protect the innocent, but you can see from this that you would get all of your basic AdWords data plus an ecommerce conversion rate and ROI.
The graph can be altered to display several different metrics or metrics as they compare to each other.
The other thing I like to do is run the dates to compare to the previous time period and compare so you can show people where it’s been and where you’re going.
Under the campaigns within the list you can click on the campaign and it will show your ad groups and of course when you click on ad groups they will show your keywords with all the same data off to the right.
If you’re not someone who uses custom reports this is a great start, don’t be afraid to save one and tweak it to see different things after all it’s the only way you’ll get comfortable with what data can be found here and how to get it in a moment’s notice.
Everyone wants to lower their cost-per-click while raising click-through rate. By implementing these fixes to the 10 most common AdWords mistakes, you will position your campaigns to have a positive impact on your ROI. Here is an overview of common AdWords blunders we typically see when taking on a new account. First, we’ll peer into some campaign settings:
1. You should never mix search with the display.
Keep your mobile searches separate from your desktop/laptop searches.
3. Separate your mobile and tablets. (see above)
4. Google Search Network versus Google Partner sites – together or separate? I tend not to separate them at first, but since performance is easy to monitor and segregate, you need to monitor closely in case your partner efforts fall off.
5. Locations and Languages. As a rule, I will always separate Canada from the USA. At the very least, don’t assume that an ad should perform equally well in the US and Canada. Try a less forceful approach with our friends to the north.
6. Take the time to add site links. It will assist your click-through rate in a positive manner.
7. Set your clicks to manual bidding to start.
8. Ad rotation is a biggie. First and foremost – run multiple ads and test constantly. So make sure you set your ads to rotate evenly. Now as we dig into the campaign a bit here’s the biggest pitfall you can avoid – it’s number nine on our list.
9. Too many keywords per ad group – I usually run one keyword per group and max out at four. Keep your ad groups slim and relevant to your ads – you’ll get a better click-through rate which will result in a better quality score … which lowers your cost-per-click!
10. If you’re not running negative keywords you’re wasting money.
Looking for someone to manage your campaign? Our Google Certified AdWords Consultants can provide you with any additional details as well as a proposal. Just fill out the form below.
Are you utilizing negative keywords in your Pay Per Click campaigns? If not, you should be. Negative keywords effectively tell Google to exclude your ad group/ad campaign from users searching for that particular word or phrase.
Why would you want to utilize negative keywords and not be found? If you offer a premium product, you don’t want to be found when people use the terms “cheap,” “inexpensive,” or “free.” If you sell jewelry made of silver and copper, you don’t want to be found when people search for “gold” or “diamond.” These incorrectly targeted clicks can cost a lot of money and lead to very low conversion rates, not to mention dissatisfied users.
We have included an example of negative keyword implementation. For this example, you sell RV parts in a brick and mortar location, and sell your products through your site only.
1. To begin, from the ad group level, select a keyword or keywords using the boxes next to the keyword you want to see search terms for.
2. Click the Keyword Details button and choose “selected” in the drop down.
You will see a list of search queries like this:
3. From here, you can decide what works and what doesn’t. The term “eBay motors parts …” is the obvious choice. You don’t sell parts on eBay, and if someone finds you using that search term, they’ll cost you money by clicking on your ad and will leave your site once as it is irrelevant to them.
4. Select this keyword and add it as a negative to your ad group or campaign. You may even go back and add eBay motors as well.
5. Once you click the button to add the term as a negative keyword, you’ll see this box:
6. From here, you can edit the keyword and add it to the campaign level or the ad group level. In this case, we are going to add the “eBay” part and set it to the campaign level, as we do not do business on eBay.
Congratulations! Now your ads will no longer be shown for a keyword that is irrelevant to your business, saving you money on wasted clicks, improving your click through rate (CTR) and user experience.
Do you have more questions about using negative keywords in your PPC campaign? Then contact ususing our form or call us today at 513.469.7042 from 8 AM to 6 PM ESTfor a free consultation.
