The Google Marketing PodcastDrill Into an Ad Campaign

Now, let’s talk about drilling into an ad campaign. An individual ad campaign has its own budget and settings, which determine where your ads appear and make a collection to the ad groups. Each of your campaigns is listed in the side panel on the left, as well as when you click the campaign tab in the middle of the screen. So, click the campaign tab, and then click the name of the campaign that interests you, in order to see how the ad groups are performing; view the specific campaigns, using the filter button if you want to; once the statistics table looks the way you want it, you can download it, if you’d like to do so.

Here’s a little bit that you need to think about, related to your historical statistics. The search volume statistics are rounded, which means that when you get keyword ideas from multiple locations, the search volumes might not add up as you would expect. Furthermore, the web traffic is influenced by seasonality, current events, and a number of other factors. Therefore, the number of searches (i.e., the number of impressions on your keywords) will be constantly fluctuating, and you’ll also see this week by week. Often times, depending on whatever vertical you’re in, you might see that all of your searching drops on Monday pretty badly. Occasionally, this is because of your niche; the individuals who are in it are trying to get caught up from the weekend, and they’re doing a lot of reporting or other internal processes, and they’re not out searching to get your business, or in this case, they’re not searching what they need to do for your services.

 Drill Into An Ad Group

If you wanted to drill down into an ad group, which contains similar ads and words and phrases, keywords, negative keywords, so on, and so forth, you will want to trigger these ads to show. When you click on a campaign, the AdWords will show you the view of the campaign performance broken out by individual ad groups. You can also see ad group data by clicking the ad groups tab in the middle of your screen. To include the ad groups from a specific campaign, click the campaign name, and you’ll get all ad groups for that campaign. If you would like to only do specific ad groups, then click on the ad groups tab while viewing all online campaigns. If you’ve been working in the interface already, make sure you go back and click out to all online campaigns, and then click the filter button to set up an ad group filter.

Let’s talk about customizing your performance data. You can customize your data by adjusting the date ranges, top right columns, segments, and filters. You can change graphs. You can customize their performance data in your statistics table to see only what interests you, making campaign maintenance faster and easier. To get started with this, think about your AdWords goals first. We always talk about your ROI! Make sure that your ROI interests are part of this, and then decide which statistics are most important for measuring your progress toward your ROI goals. Using this information, you can adjust the tables to highlight the details that matter the most to you. After your table looks exactly how you want it, make sure that you save it,because next week, you’re going to want to do it again, and you’re going to be upset that you’re going to have to go and mess with this; however, if you save it, you can simply download it as reports.

I’m going to talk about a couple of ways to change some of the reporting data, but you’re going to need to jump into the Google AdWords area to drill into the hows and whys for all the features and functions that you might need going forward. I’m going to touch on this, but to really understand it, you have to do it. There’s no simple way to accomplish it. What I’m talking about is changing the date range. This is one of the most important areas, and you are going to forget about this quite a few times. There’s the date range in the upper right hand corner. You can change it.

Remember that when you say “last seven days,” it is not including today. If you want to include today, you need to go to the custom aspect of it, and set it up for today. All of the AdWords reports in Google Analytics import data directly from the AdWords system, and they usually match  the AdWords account exactly. There are, however, circumstances under which the data can differ, and I apologize, but this is what I was talking about earlier about the estimates. When you compare long date ranges, you may include periods during which your accounts were not linked, and you can mess things up. You can link multiple AdWords accounts to the same Analytics view, which complicates the information and your reports, between AdWords and Analytics.Your filters may review and remove some of the data from your Analytics reports. Check to make sure that you have no filters editing your campaign destination URLs and AdWords data imported into Analytics at the time you view your report, so that data is current, as of the most recent hour.