The Google Marketing Podcast

TGMP 06 Winners Know Reporting


Speaker: Welcome to the Google Marketing Podcast, where we focus on increasing sales using digital marketing. The Google Marketing Podcast mainly focuses on increasing leads, buyers, and interested parties, through the use of Google AdWords platform. Thank you for joining us today.

Mike: Hi, and welcome to this week’s edition of the Google Marketing Podcast. My name is Mike Anderle, with Simple Steps IT, and I’ll be your host as we look into different reporting and statistics information. Our goal is to always acquire new leads, new customers, and new opportunities – and grab these opportunities and leads at the lowest cost. The only way you’re going to be able to accomplish this is by building your accounts correctly – your ads, your ad groups, your landing pages, your negative keywords – finding what works and turning off what’s not working, and moving your money around. The only way you’re going to accomplish is that is to get a hold of the reporting capabilities of Google AdWords, and I’ll be the first to tell you that they are not always the most straight forward.

A little bit of background, in order to try to give you the best comprehension of how to attack, this is to go back to the beginning – and this is almost episode one again – where we talked about the accounts at the highest level, the campaign underneath that, and the ad groups underneath campaigns. So, AdWords is always organized into these three levels: the account, the campaigns, and the ad groups that I’m talking about, by familiarizing yourself with these different levels. In your AdWords account, you can easily find the exact performance data that you’re looking for. Keeping these levels in mind, customize your view of their performance data to make it as broad or as specific as you want and need; helping you navigate this, on the side panel of your AdWords account, it starts with the broadest level; the all online campaign that is on the left – and narrows and focuses it – moves downward. Click on an individual campaign, and then you’ll see the ad groups contained in each one of these.

In order to see the statistics for your entire account, for example, and to get a quick overview of your overall AdWords performance, you can do this: First, sign into the AdWords account you’re trying to figure out, of course; click on your campaign’s tab; look over to the right, and you’ll see the dimension’s tab; click the view button to select the time period that you’d like to use to organize your statistics, and then, once the table looks the exact way you want, click the download button to download it as a report. A little bit later, we’ll talk about what the columns mean that you’re seeing right now, in between your AdWords and your Analytics; there’s occasionally some glitches. Clicks: These, of course, the number of clicks your ad receives each time someone clicks on a triggered ad. Remember, whenever your ad is being shown on a page, it’s only shown once. You don’t get the option of showing multiple ads on a page.


One ad gets shown, and we have discussed in the previous episode how Google goes about trying to ascertain which is the most appropriate keyword phrase, ad group, and ad that get shown at this point. When this single ad gets shown, that gives a certain impression. If someone is going to click on it, he or she needs to first get a positive impression. You’re obviously going to get more impressions than clicks. Your average position is on the search results page. This is where your ad might appear, or when the keyword searches the ad to show. One is considered the highest position; it’s going to be the one that’s above the organic listings almost always (although occasionally not).

Keywords with the average position of one through eight generally trigger ads on the first page. So, if you are average position – numbers one through eight – you can assume that you’re on the first page. Keywords with an average position of nine through sixteen are going to typically be on the second page, and so on, and so on. So, if you have an average position of 1.7, for example, your ad usually appears at positions one or two. These average positions are not fixed and are very dependent on the various performance factors of what’s going on with your ad, but certainly think about averages. If it’s saying 1.2 or 1.7, then typically you’re more often showing in position two. If it’s 1.2, generally, your position is one.

The cost is pretty straightforward. This is how much you are being charged. Remember that, even though they tell you the average cost per click – which is the average amount you might pay for the click, or that you do pay for the click – that doesn’t necessarily equal how much you paid for each click, especially if you’re doing broad match or phrase match. There are different situations that are going on, because another one of your competitors might be coming in there with an exact match, and they could be jacking up the price on that exact match keyword. Your broad match does get pulled into it, but now it’s being charged more, because you’re competing with these other individuals.