Whenever my team members and I get into an account for the first time we are trying to quickly assess the account’s strengths and weaknesses.
This allows us the ability to address the problem areas as well as explore new ways to build upon current successes. There are tools that we utilize here at Exclusive Concepts that enable us to start this task quickly in an effort to hit the ground running for our clients.
One of the initial ways that we determine these areas is by running a series of reports that exist in the Google AdWords UI. Today I will show you how to generate these reports and how to look at the data.
First, you will need to log in to your account and proceed to the campaigns tab. Once there select a date range that will provide you with an adequate snapshot of the account performance. We recommend no less than 3 months. Next you will want to make sure that the correct columns are selected to gain the insight that you will need. We recommend viewing your conversion data as well as your Conversion Values if you have your sales numbers being brought into the UI. To select the columns you will want to press the Columns button and select customize columns.Once there choose the metrics you wish to have in your report and select save.
You will then simply need to select the reports button and create your report. Once you have done this at the campaign level you will need to repeat the process at the Ad Group level, Keyword level, and finally a Search Query level report.
Once you have your reports you will want to assemble a single spreadsheet with each report on a separate tab. Be sure to follow the order of Campaign, Ad Group, Keyword, and finally Search Query.
Once you have your spreadsheet assembled the fun part begins. You will want to sort the data based upon the metrics that are important to your business and your goals. You can use conditional formatting in order to help you visualize your account’s strengths and weaknesses. For this example we will use conversions as our metric.
Once you have sorted each tab you will want to return to the Campaign tab, which is the first tab. Now you will need to review your data and find what campaigns that are converting may be converting at too high of a cost for you to be profitable.
Once you have your eyes set on a campaign proceed to the Ad Group tab and filter down to that one campaign. You are now able to see if there is a particular ad group that is the cause of the high cost.
After that you can go to the keyword tab and again use filters to dive down to the particular ad group in the campaign. From here you are able to see if you need to add match types for expensive keywords or potentially pause keywords that have historically spent budget but do not convert for you.
Lastly, you will want to go to the Search Query tab and filter down to the ad group you are examining. Here you will be able to identify potential negative keywords to add for that ad group based upon the relevancy of the search queries to the keywords in your ad group.
This process will need to be repeated until you have done the research needed in order to fine tune your campaign. You can also use the same pattern to identify successful campaigns and ad groups. By examining top performing campaigns you can use the Search Query report in order to grow your keyword universe by finding new search phrases used to drive sales.
As mentioned in the beginning this is just one tool that we use to identify a new account’s strengths and weaknesses.
It is also a report that we run on a quarterly basis in order for us to always re-examine an account and identify performance patterns.