If you are doing Google Adwords campaigns at the end of each month you must develop performance reports. Even if you are not only working as an account manager, but also if the you are managing your own business.

What is the reason to use the performance reports in Google Adwords?

•  The purpose number one is to know the way in what are running our campaigns, if you are using your investment well or not.
•  Just knowing if you do it well or not, you will be nothing until you are able to recognize which has been the reason for your failure or which of your success.
• Once identified you know what is going to be your next move depending on the performance.
• At the time that you get to grips with the tool, you are going to realize that there are occasions in which only lacks chat. This will help you to adopt resolutions on the forthcoming strategy to apply.

If you have never worked with reports, you will realize that one of the most important advantages of these reports is that suprimes everything well and you stay alone with what matters to you, you see it all considerably more clear.

Google Adwords sometimes leaves you blind with so much metric, so you need to develop your performance reports skill to make easier that work.

I will explain you all the metrics that we use in all our campaigns.

Depending on the field, a genre of customer, the service or objective that we have in advertising, sometimes I’m keen with some data and others with another one completely different, but these are the ones that we target always in our reports for Google Adwords.

Performance Reports: where to put the eye
 

Campaigns in Search Network

       Performance metrics:

• Number of clicks received.
• Number of impressions.
• Click-through rate general of the campaign.
• Average quality level of our key words.
• Average situation of our ads.
• Number of conversions received and conversions for attribution.
• Cost per acquisition of such conversions. metrics visibility:
• Percentage of publication of notices.
• Percentage of prints are looking for.
• Percentage of lost prints by ranking.
• Percentage of lost prints by budget. Report of search terms
  
• We will indicate how many search terms have been excluded.
• Detail the criteria for deciding the exclusions. Report of programming of ads.
• Remove a pattern on the hours of the day of higher performance.
• Equal will with different days of the week, if it identifies a pattern of performance on certain days, you are going to be able to establish a segmentation strategy for them. Reports of geographical locations.
• In this section will identify the geographical points where our campaigns highlighted, you can attend to re-design the structure of your campaign in a more efficient way.

Reports by device

• In these reports will be brought in what way are marching for PC users, mobile or tablets.
• Based on the data achieved is to decide whether to invest approximately in certain navigation devices.

         Performance report of landings

With the metrics of analytics, pages per session, percentage of bounce, average duration of the session or percentage of new sessions, we will be able to draw conclusions about how works the web page for our campaigns.
 In addition to this, you can make changes to your web page under the tracks that give you those metrics in order to our promotional actions are more triumphant.

  Campaigns on the Display Network

          Performance Metrics  

• Number of clicks received.   
• Number of impressions.
• Click-through rate general of the campaign.
• Click-through rate relative in comparison to the competition.
• Number of conversions received and conversions of attribution.
• Cost per acquisition of such conversions. Metrics of visibility
• Percentage of publication of notices.
• Percentage of network printing Display.
• Percentage of lost prints by ranking in Network Display.
• Percentage of lost prints by budget in Network Display. Reports of exclusions of the guidelines of the sets of ads.
  
• Notes the exclusions in keywords and locations where they were shown the advertisements and that do not serve you.
• Point what guidance: interests, themes or managed locations offer better results.
• Is to narrow the exclusion criterion in each and every orientation. Report of coverage and frequency
• Shows how many users you have managed to achieve truly, metric of coverage and how many times have you seen your announcement a same user, frequency.

Report of programming of ads

• Specifies the hours of the day of greater performance, maybe you will not be able by the fact that you have everything very segmented, if you are able to identify dead hours where they do not give you interaction, maybe you should exclude them.
• Do the same for the days of the week. Reports of geographical locations
   

Where did you get better performance?

Reports by device

It wil make you know if your ads get more performance in PC, mobile or tablets, this will help you to decide if you set a strategy of bid for a specific device or not.

Demographic Report

• Are you performing better for men than for women? If this is segmented you can use the creative thinking for each gender ads.
  
• With the strips of ages equal, is there any from which our advertising is not effective? Performance report of landings.
• As in search network look at the metrics of the Analytics module because there you can get more conclusions about your landings.

Campaigns on YouTube

          Performance Metrics   

• Number of clicks received.
• Number of impressions.
• Click-through rate general of the campaign.
• Visualizations.
• Reproduction to twenty-five percent, fifty percent, seventy and five percent and one hundred percent.
• Number of conversions received and conversions of attribution.
• Cost per Acquisition of these conversions.

Reports of exclusions of the guidelines of the sets of ads

In this paragraph you have to apply the same way in which you applied in display, specify which exclusions you performed and why.

Report of coverage and frequency

    How many unique users impactaste?, how many times to each one of them of them?.

Report of programming of ads

    Draw conclusions about which are the days of the week that are more profitable and in which hours, once you have cleared and sectioned your campaigns in this regard and head over the days and hours that most interest you.

Reports of geographic locations

    As in the reports to other category of campaign, warn which locations are more suitable for your campaigns to segment them in the needed way.

Reports by device
Don’t hesitate to bid more for mobile devices if you see that it will work better.

Demographic Report

As for the campaigns of display, you are going to be able to identify the ages and gender that is best for your advertising campaign.

Performance report of landings

With the metrics of Google Analytics; pages per session, percentage of bounce, average duration of the session or percentage of new sessions. Draw conclusions and work a little more about the optimization of your page.

Conclusions and assessments in the performance reports

This is our first paragraph, until now we have spent our time extracting data, now it’s time to interpret them. Think about it like if you were planning your strategy for the next months.

Sum up all and each one of the actions that you perform in your campaigns and what is the reason why you are going to take those resolutions of change.

It is also the moment to point the anomalies that have been warning throughout the month and target the changes that don’t worked. Not always and in every moment our actions will finish as we want.

This is a job without end, always and in every moment you are going to be changing, altering, andtesting, thi is the only way to go to get improvements.

This form of advertising is not a golden rule, which does not vary at any time. The environment is changing, so staying still waiting for the strategy that worked 3 monthsago to continue to operate the same this month only brings you disasters. Perseverance and wisdom, don’t forget about your campaigns, give them the daily required time. In the online advertising world does not serve the phrase:  «There is no need to change something that is working», so you know, don’t fall asleep.