Winners Know Reporting Continued…
Ensure that your AdWords account either has auto-tagging turned on or has campaign tracking variables appended to the end of every destination URL. Finally, if visitors return to your site via bookmarks, Analytics uses what’s called a GCLID parameter, as well as your destination URLs to identify that this is from AdWords. One way that you might recognize this is if you, for instance, had www.mycompany.com/?gclide and a six-letter alpha-numerical variable. If the visitors happen to bookmark your website using this particular URL Gc – Gclide parameter, then Analytics records visits from these bookmarks as business from your AdWord ads. However, AdWords doesn’t record the clicks, and you are not charged for this, since they’re not actually clicks on your ads. It’s just someone who used the browser to save this Google URL.
With AdWords, you analyze your performance data and can report on it. Here is the general order I want you to consider when you do this. Remember, we start at the top of the account. Then, we go into the campaigns and see the ad groups, but we customize the statistics table and the campaigns tab using the columns, segments, and filters to get the data we need for the ROI at a glance. Go to the tab containing the statistics table you’d like to download. Make sure that the table contains the date range, the columns, the filters, and the segments you’d like to include in your report. Segments that you’ve applied to the data and the table show up in your report as columns. You can save this information.
Next, you’re going to want to download the table as a report. If this is important to you, you can email it to yourself or to others. You can schedule it to happen every week, every couple of days, whatever you need to do! Aand, of course, save your report, in addition to adjusting the frequency and the recipients of your reports, as I just talked about. You can easily create variations of existing reports with the “create similar” option, and edit the reports’ names, formats, and date ranges; this way, if you have something that’s similar, you can save the reports and also consider using the Google AdWords Editor, and I believe that Jordan and I will talk about that in a minute.
When reports run for individual accounts – for those of you that just have your own account and have not created a My Client Center – they’re going to begin running at 1 a.m. in your designated time zone. If it so happens that your designated time zone is not your personal time zone (and this would be true for national companies, or if you happen to be outsourcing for another client) I strongly recommend that you use My Client Center, even if it’s only for your own company, because it allows you to build up multiple accounts effectively and work between them. Then, those reports are going to begin running at 5 a.m. in the designated time zone. Reports for accounts without a designated time zone begin running at 1 a.m. Pacific time for individual accounts, and 5 a.m. Pacific time for the My Client Center accounts.
So, hopefully that gives you kind of an overview of what you need to understand at the top level of the accounts, at the campaigns, and at the ad groups. You drill into it; you find out the segments; you find out the filters, and then you can save the reports; you can set it to email; you can then also set it up in order to be scheduled, so that you don’t have to come back and look at it over the time, and that’s how you’re going to kind of work through the Google AdWord reporting system, in order to measure what you’re doing. You want to build and manage it, and then you want to build to optimize it. So that’s it for me on this part of the Google Marketing Podcast. Let’s give Jordan a call!
But, wait! Before we go anywhere, I realize I just said we’re going to call Jordan, but after I got done with this week’s edition of the Google Marketing Podcast, I was able to get a hold of Paul with the NinjaCat PPC a third party Google AdWords reporting company, and we had a fantastic conversation on different things that are going on, a little bit of the history of Ninja Cat, and some of the things he’s been doing as well. That interview is going to be played right after we talk to Jordan, so stick around.I It is an amazing interview! It’s a lot of fun and some great information. Now, let’s talk to Jordan…