The Google Marketing Podcast

Google Adwords Reporting Continued… Again 😉

Mike: Often, you hear – or as a small business manager, you have said to a sales person -“Why aren’t you on the road?” Why aren’t they on the phone? Why aren’t they meeting people? What are they doing to prospect? Well, last IS is the equivalent for Google AdWords to find out if they are meeting everybody they can meet?

Jordan: Exactly. Are you meeting as many people as possible?

Mike: Google has a product that you can download for either the Mac or Windows. It’s called the Google AdWords Editor, and it’s a little bit more complex. Not too many people necessarily use it, but it is not too terribly hard. What reporting opportunities will this give a user that maybe they don’t have as easily from the web interface?

Jordan: So with just the AdWords system? Is that we’re talking about?

Mike: Well, the AdWords Editor.

Jordan: Okay. So with the AdWords Editor, we want to make sure that we’re looking at a couple of things. It’s a great tool to have. It is a huge time saver, and it allows you to make changes across an entire campaign famously, and I think it probably reduces the time that takes you to change something by at least 90%. And obviously, that’s not a true statistic. I can’t say that for a fact, but it saves me a ton of time, and I use it a lot. Say that I have a client and a legal client in three locations, and they had one campaign that was running with the same landing page.

Now we had landing pages in the last podcast, but the issue that they were having, which might be a bonus to some of you, is that they only hahadve a landing page for one major city, and not for the other counties that were in the area. Their problem was that they saw when they had that Analytics, “Okay, I have Milwaukee landing page. Everything is going good.” Their CTRs were amazing. I think they were averaging about 4%. They would love it! But, then we added Analytics in, and it told us a different story.

It said, “Your CTRs are great, but people in these three counties aren’t all staying on the same page for the same amount of time. And, what we saw as that as location got farther and farther away from the main location that they were advertising to, was that the larger the city that they had the landing page, the bounce rate increased significantly, and so again, bounce rate tells you whether people are actually staying on your page to view the content that have you made for them to look at. When you have a higher bounce rate, that means that people are coming and leaving frequently and if that’s happening, that means that you’re probably not getting the conversions that you want, because people like to be on the page for certain amount of time. We want to make sure that we’re keeping that stuff in mind. They looked hooked up, and they said, “You know what? We need to make three more landing pages for the other locations, because we’re seeing that, as we get farther away, our landing pages getting less and less effective.”

And they saw it with another location that they had; they were already running that campaign with its own landing page and had a better bounce there – a better bounce rate. So, it was a low 30% bounce rate, as opposed to the 60 to 70% bounce rate they were seeing across the other ones. For them, it made sense immediately: “We’ve got to get another landing page up that is specifically for these locations, because we’re losing out on customers; they’re leaving too soon, because it’s not relevant to where they’re located. People like to buy local if they can, because they feel like it’s close to their home. You would rather buy it from your brother than you would from someone you just met. So, you want to make sure that you have that kind of stuff set up. If I have a landing page and I need to change it, I can do that. Now, the reason that we’re talking about that was because the AdWords Editor stuff is kind of a tangent, but…

We Like Tangents!

Mike: That’s all right. That’s what we do here. We want tangent, and we like it.

Jordan: Exactly. And so the reason why I was going to tangent is that I like to explain the situation before I get into the AdWords Editor and one of the reasons why I love it. So, when they changed the landing pages, they had four different campaigns running. Three of the campaigns that were running had new landing pages. So, I had to change all the landing pages across various ad groups. I think that each one had probably 12 ad groups. So if you’ve got 12 times three, you get 36; that can take a ton of time to change that many landing pages for ads if you are in just the AdWord interface, and so, when I go to Editor, all I have to do is go to that campaign. I click on ads, and I can copy all of them.

I can select every single ad and then change anything I want about it. So say that I want to make a change to all the ads in one specific city, because I have a new landing page, all I do is I highlight all these ads. I go into the destination URL, and then I put in the brand new URL to the landing page that it’s going to, and that change literally takes seconds. The next thing you know, you’re done! So I did that across each three in less than five minutes, and so they would go, “Is it done yet?” I said, “I’ll go and take care of it, because it’s quicker,” and it was done before they even looked on online.

And I go, “Everything is up and running; we’re good to go.” So it’s going to save you a ton of time, and that’s going to allow you to make changes without going live, and you can also share this with other people, and if you’re in the same account, you can see changes that other people have made; you can see who has made the changes; you can track who is making changes; you can pause campaigns from here; you can add ad groups. But, if you make changes inside the AdWords interface itself, you can always download these changes into the AdWords Editor, so that you’re not making changes to other things. So, what I always say is it’s always a great idea that, before you start making changes, you get recent changes in the top of the bar, because if you don’t, if someone has made changes and you don’t know about it, if you upload something else, you’re going to repeat everything that they’ve already done.

So that’s kind of really important. So always remember that stuff. AdWords Editor is an amazing, amazing tool, and it saves you a lot of time so definitely get that; read up on it. There’s not a lot out there about the Editor, so you’ve kind of got to split, and see how it goes. If you go to YouTube, you’ll find a ton of videos on AdWords Editor. I’m confident. So just go on there and look at it, and just watch one of the videos and find out how to use it, and then kind of go up from there. You can do a lot of cool fun stuff with this.

Mike: So what does it take to automate the reporting, so that we don’t go in there every single week or every single day and click on the same reports and take a look at them? We want to automate this and know how to send it to our inbox orto an Excel spreadsheet, and based on the automation, what are some reports maybe we should be looking at weekly or monthly or quarterly?

Download Reports Is An Option

Jordan: There are tons of reports that you can view. A lot of the reports that you’ll go into, you’ll see that, if you go to a certain page, there’s a download button at the top. So, I usually always download the ad group’s report, and I’ll do that at least onece a week – just look and see what’s going on there. Am I getting the results that I want? Have the CTRs increased? Have they dropped? How has the average cost to that ad group dropped or increased AdWords position?

There are tons of things that I’m always looking at, and so it’s nice to have these reports, because I can go through and click to the data, and I can even make charts within Excel to kind of see what’s happening. Over time, this is what’s happening, and this is going to be more important for, say, an agency, because then you can take all of these reports to people. I have clients; they want to know what’s going on. Let’s set this up so that, every week, they get a report for this. Things like that are going to be really important as you move forward with your clients. Typically, if you don’t run these reports,  if they don’t seem to think they’re getting convergence, or if they think that people aren’t doing what they want to do on their website, then that’s going back on you.

So, it’s always good to give your client as much information as possible, even if the campaign is doing badly, because that’s going to show in good faith, even if your campaign is doing badly. I’m going to be honest with you. I’m going to show you what’s going on. I’m not going to show these smokescreens. Oh, look at this crap! Look at how much money you spent and how much money you’ve made. Well, could I have made more? That’s always going to be the question: Is there a way that I could have made more money with doing the same thing that I did last month? You always want to look at that stuff.

So, always download those reports. There’s a report on every single page. I will not go through all of them, but for every single page’s keywords, you can download a report for that; you can download a report for your call extensions; you can download report for dimensions. I mean, you can download a report for anything that is on here. So, for every tab, there’s a possibility to download the report. So just keep that in mind. I would download each one at least once, and kind of see what that’s giving you, and then, if you only see that certain reports are important for you, then only use those ones. Just keep that stuff in mind; that’s a little bit about that.