How do you present your expertise and competence in digital marketing? When you talk to customers, you need to have experience and knowledge about reporting. Otherwise, customers will not trust you as easily. So let’s explain more about Google Ads Performance Reporting to measure results.

The days of not knowing exactly what to do with your advertising budget are long gone. John Wannamaker, the founder of John Wannamaker Department Stores, who was one of the pioneers of advocating advertising and marketing, once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” With Google Ads, that statement is no longer true! Thanks to Google Ads performance reporting, you can track every single penny you have invested.

Sounds intriguing? Read on to find out how you can benefit from the features in your Google Ads dashboard.

Most online campaigns start with a goal and strategy. Let’s say you spent part of your marketing budget on PPC. What do you expect at the end of a campaign? Results, without a doubt! Since Google is a data-driven company, you can see the outcome in the form of data reports that you can turn into meaningful metrics and KPIs to count on later. However, Google can give you more data than you can imagine. So you need to know what key metrics to look for in the reports. Otherwise, you will be overwhelmed by the abundance of data.

There are other benefits to using Google Ads performance reporting. SEO or other website analytics can be integrated into Google Ads reports. This way, your marketing campaigns can work more effectively and you can strategize your next steps.

You can access Google Ads performance reports by following these two steps:

1. Sign in to your attribution project.
2. Go to Explore > Google Ads Performance.

You can create reports in any format you want. Google has set up a drag-and-drop interface that you can use. First, register and log in to your Google Ads accounts. To access the report editor, click the report icon in the top corner of your page. There is a plus button in the upper left corner, where you can choose any chart or table you need.

Double segmentation is another term you can see in the report tool. If you select this term, you can segment the metrics even further. Suppose it’s important to know what application users clicked on your ads with, at what time they were more interested, or what languages they used most often. By double segmenting your data, you can achieve all these goals.

It should be noted that there are no reports if you do not have Google Ads campaigns running! Check this feature after you have spent your advertising budget on Google Ads. 

Remember that Google can provide many types of data reports for Google Ads. We will explain later which metrics are particularly important. But first, let’s focus on the main report categories. There are three types of reports you can see: Extension reports, Analytics reports, and Shopping reports.

• Extension Reports

Have you used analytic or feed-based extensions in your campaign? You can view the relevant reports here. If not, you can continue with the format below.

• Analytics Reports

Analytics reports provide more insight into your advertising performance. Whether you are running a single Ad, multiple Ad groups, an entire campaign, or keywords, you’ll find the relevant reports for those Ads. These analytics include bounce rate, average time spent on the site, visitor categories, new or old visitors, and more. If you have opted for double segmentation, these metrics are available in the columns of the platforms you use.

• Shopping Reports

Shopping reports are related to your Google shopping advertisement. You can segment these reports into product partition reports or shopping performance reports. Understanding Shopping Reports for Google Ads is essential to evaluate ROI & ROAS for E-Commerce Marketing.

Google is a gigantic data collector. And it can give you various forms of metrics. The key to understanding and interpreting data is to dig deeper into it. Here’s a list of KPIs that are particularly important for campaigns:

Total Cost

You want to know how much a campaign costs you. This KPI tells you the total amount spent. Try to strategize a proper budget and focus on hitting those metrics.

Cost Per Click (CPC)

If your ad is at the top of the assigned search results category, this KPI shows how much a single click costs you. For example, if it is $0.26, each click from a user will cost you 26 cents. Some search terms are more expensive than others. So do not expect the same amount for all selected keywords.

Impressions

This KPI indicates how often your Ads are displayed to users by Google. Depending on your advertising budget, this number can be high or low. If you see a number like 246894, it means that about a quarter of a million people saw your Ad. How much of your campaign converts clickers to final customers; determines the success or failure of your campaign.

Search Queries

Based on the search queries, you can find out on which pages your Ads were placed by Google Ads. The results show you the total number of clicks for each keyword, the number of impressions, the average click-through rate (Avg. CTR) and the average position (Avg. Position). 

Clicks And Click Through Rates (CTR)

When you run your campaigns, always check your clicks and click-through rates. If there are parts where you see few or no CTRs, find out why and change the Ads accordingly. CTR is a valuable indicator of how well you are reaching your target market. Have you selected relevant messages? Did you choose practical and solid approaches? Did you choose the right keywords? Did you pick headlines with a punchline? What else can you do to make them impactful?

If the ratio of your CTR to impressions is appropriate, you have targeted the right users with the right keywords and messages. A lower ratio shows that something is not working well with the campaign and your target audience. According to Google, an average of 2% CTR is good to start with, but if you need to achieve more, you can consult a professional.

Cost Per Acquisition (CPA)

The next metric is about conversion. Did your user take action, or did they just leave the page? If you are making enough money, you are successful. But if you are dealing with window shoppers on your site, you need to take a bolder approach. This KPI shows how much your company paid for customer acquisition. Is it lower or higher than the CPC? In general, expect lower numbers for CPA compared to CTR. The reason is obvious. Users clicked on the hook you made (CTR), but did not meet the campaign goals you wanted (CPA).

Return On Ad Spend (ROAS)

How much revenue did you generate compared to your Ad budget? This KPI tells you whether you are betting on your advertising campaigns or just burning money with your advertising budget. It’s all about the bottom line. After reviewing all the data, this shows the final results that you have previously planned.

You can get all the KPIs and metrics you need to know about your Google Ads performance yourself. But if you are still confused, help is on the way. You can contact us to get the best ROI for your Google Ads campaigns.