The Google Marketing Podcast

Google Adwords Reporting Continued

Mike: So that is a great explanation of what most people are going to see right off the bat when they look at the first quarter report. What are the extra columns the viewers need to know about, and why did they want to use them? I know that we discussed this once, a little bit before, in our pretty early podcast, but let’s bring this up again. So, the next stage a user is going to do is start adding columns, and so can you give us two or three of the columns that you always like to look at and how to add them.

Jordan: Got you. So a few things I look at now are within this box. Now, me and Mike, when we do work together, typically will add things like Google Analytics, because we can get more data, but a few of the columns that I usually add, I do with the “columns” button that’s right below the “audiences” sub tab. This column has little triangle that’s pointing down, and you want to click on that. There’s a dropdown menu with one option, “customize column,” so click on that one, and then you’ll see that if you don’t have Analytics at the top, you’ll see a few things. You’ll see attributes which should be highlighted first in white, and then you’ll see performance, call details, conversions, and a competitive matrix. You may see some other things if you do have Analytics.

You may not; it just depends on how you have it set up, but attributes and performance and call details and conversions will usually always be there, as long as you have them set up. But let’s go ahead and start with attributes. Usually, what I always do is make sure that I have the campaign type, campaign subtype, and the labels, so that if I do have an instance where, on one campaign, I’m running a thousand dollars a day across seven campaigns to share a budget, then I know that I can label them and say, “This one is for X industry, and this one is for this location.” There are different types of things that you can do. Then, you can go on to performance. Now, what I sometimes do is add the total cost, because I always want to make sure that I’m aware of how much I’ve been spending over a period of time. Say my budget is $1000 a month; it’s been two weeks, and I’ve spent $600. Well, maybe I need to think about restructuring my budget for the second half of the month; always keep this stuff in mind.

Cost Per Thousands (CPM)

Now you can add average CPM if you are doing any kind of branding, but that’s kind of something that we’ll probably talk about later, when we get to display. The next one is going to be call details. Call details – I usually always add – will be the number of phone impressions, the number of phone calls, and the PTR, which is the phone through rate (which is basically the click through rate, but for a phone). So, it takes the number of times that your phone call extension has shown versus the number of phone calls you have actually gotten, and then you have a phone through rate. And then you can also get your phone cost. So, how much is it costing me per phone call? And that’s going to be average CPP – average cost per phone call.

Just keep in mind that you can look things up if you do have call extension set up. If you don’t have it set up, there’s no need to add that, because it obviously wouldn’t make sense. Keep that stuff in mind, all right? The next one is going to be conversions. In conversations, if you have other conversions set up besides call extensions, then you’ll see that stuff; you will see it, but the campaign that I’m looking at right now doesn’t have it, so I can’t add it. But, I will add the phone call conversation, because that’s what I have in the campaign I’m looking at right now. You want to kind of keep that stuff in mind.

Mike: So, what about the last IS column?

Jordan: Yes. So the last is IS, which is going to be shown in the keyword section, and so you can either do it in keywords or in a campaign section, but I usually like to do that in the ad group column, because I can see what the last IS is in each ad group. It’s a lot better to look at it that way, so that I can actually pick up on a problem first, before it actually happens.

Mike: Yeah. So the IS stands for last…?

Impression Share (IS)

Jordan: The last impression share. And then you’ll have a little parenthesis of either rank or budget. So, it will tell you the last impression share due to rank, or due to where your ads are showing, or the last impression shared due to budget. So, I don’t have enough budget to show later in the day, when there are more searches being done for my product or service.

Mike: So in this case, let’s say that the person has a thousand impressions in a day and they see that their last impression share is 50%, they would then understand that they have missed yet another thousand impressions that day.

Jordan: Exactly. And so you can see exactly what’s going on with that stuff. If you’re looking at impression share, you can see the percentage of impressions that you’re getting based upon the number of searches that are done per day. Am I getting at least 90%? It could be nice having all those options, but if I’m not getting a 100% at least 90% is going to be good. Because then I can say, “All right. I’m getting in front of at least nine out of 10 people for the budget that I have. The budget that I have is working for me. It’s showing me success.” And then, you can kind of go from there. None of this stuff works if you’re not actually making money. It’s a terrible decision to start spending a bunch of money and then have no money coming in. So, it’s all about ROI, and we’re going to talk about that forever.

Mike: Yeah. Exactly.

Jordan: Always add that stuff. Always. Because it’s so…

Mike: One of the other – yeah, go ahead.

Jordan: Because it’s so important. That’s it

Mike: So one of the other reasons or examples that last IS is important is shown in this example: One of my clients and I are implementing a campaign, and their average cost per click (or in this case, their maximum cost per click) was a little bit low. They didn’t realize that the ad group that they had been implementing was pretty expensive in their area. So, it was very easy to find out through last impression, and of course, there were also warnings saying to be careful that your particular max cost per click doesn’t get you on page one, and so they could see pretty easily how much opportunity they were missing because of that column. It was easy for me to explain to upper management what was going on.

Jordan: Exactly. And it always takes some accountability. The simplest thing that you show someone makes all the difference in this world. You can explain something to someone 12 times,  but if you show them the last impression shared due to where they’re ranked, or due to what their budget is, then instantly their decisions have been made.

Mike: Yeah.

Jordan: That kind of stuff. If they see..

Mike: What?

Jordan: I’m only getting 30% of the searches that are shown every day. So I’m looking out on 70% of all the potential prospective clients that I could be getting.

Mike: That’s right.

Jordan: And within that stuff, that’s when they start to see that the dollar sign is dropping. And so, that’s when they get back on the horse, and I’m like, “Okay, let’s get that budget up, or let’s increase the rank.” Because sometimes it takes this kind of customized column addition in order to get someone to move on toward increasing their budget or get them to make sure that their ads are in a certain position, because we can’t always do everything for everyone. Sometimes, they have to see it for themselves before they make the decision.