Performance Monitoring and Reporting 1 Flashcards Preview

AdWords Advanced Search > Performance Monitoring and Reporting 1 > Flashcards

Flashcards in Performance Monitoring and Reporting 1 Deck (28):
1

What are some of the most frequently used reports: Part 1

Keyword performance: The table on the Keywords tab displays details on selected keywords and organizes statistics by keyword.
Ad performance: The table on the Ads tab presents relevant statistics for ad variations, such as text ads, image ads, video ads, and local business ads.
Destination URL performance: The "Destination URL" view on the Dimensions tab displays statistics and measures the performance of destination URLs.
Ad group performance: The Ad groups tab shows statistics for each of your ad groups.
Campaign performance: The Campaigns tab shows statistics for each of your campaigns.
Account performance: The views on the Dimensions tab display statistics for your entire account.
Geographic performance: The "Geographic" view on the Dimensions tab shows the geographic origin of your visitors.

2

What are some of the most frequently used reports: Part 2

Demographic performance: The "Demographic" view on the Dimensions tab displays the age and gender of your visitors.
Search term performance: The Keywords tab shows performance data for the search terms that triggered your ads.
Product Listing Ads performance: The Auto Targets tab shows performance data for Product Listing Ads
Dynamic Search Ads performance: The Auto Targets tab shows performance data for Dynamic Search Ads.
Performance per Label: The views on the Dimensions tab display statistics per Label.
Time segmentation: The views of the dimension tab show statistics per time period: Hour, day, week, month, quarter, year and per day of the week.
Auction Insights: The Keywords tab shows performance data for a specific keyword compared with other advertisers who competed in the same auctions.

3

What does the dimensions tab let you do

lets you slice and dice your data by the dimension of your choice across an ad group, a campaign, or your entire account. You can use Dimensions to view statistics that cut across other AdWords tabs.

4

What does the dimensions tab let you slice and see

1. Conversions
2. Reach and Frequency
3. Labels
4. Time
5. Shopping
6. Destination URL
7. Top Movers
8. Geographic
9. User Location
10. Search Terms
11. Paid & Organice
12. Automatic Placements
13. Free Clicks
14. Call Details

5

Search Funnels reports and conversion data

Once you've set up Conversion Tracking, you'll have access to a handy set of reports about your

about your conversions (those important actions your customers take on your website, such as a purchase or email signup).

6

These reports are called Search Funnels. "Search," of course, refers to people searching on Google. "Funnels" refers to

refers to the series of steps your customers take before completing a conversion. Think of it as a passage (or funnel) through which your customer reaches the conversion.

7

Reports on customer search patterns
This report, known as

Top Paths,

8

Top Paths, shows you the most

you the most common paths your customers take to complete a conversion.

9

Top Paths (Clicks) Report

This report shows the sequence of

This report shows the sequence of keywords that customers clicked before completing a conversion, and how frequently that sequence happened.

10

Top Paths (Impressions) Report

This report shows the numerous related keywords customers searched with before

with before completing a conversion. It also shows the sequence of keywords where your ads appeared for customers as they searched, regardless of whether they clicked.

11

Top Paths (Query Paths) Report

This report shows actual customer searches. This is different than Keyword Paths in Search Funnels, which reflect the keywords that were

that were matched by the customer's search.

12

Top Paths (Transitions) Report

This report also shows paths, but

but collapses any keywords that were repeated along the way. This is useful for seeing conversion paths that consist of different keywords, and how customers move between keywords.

13

How do you get into the search funnel?

Tools > Conversions > Search Funnel

14

Reports based on different attribution models
An attribution model is the rule, or set of rules, that determines how

how credit for conversions is assigned to steps on conversion paths.

Example

The attribution models included in the Search Funnels Attribution Modeling Tool are:

.....|
|...|
|.....

15

The Search Funnels Attribution Modeling Tool offers how many models for assigning value to the keywords, ad groups, and campaigns that lead to conversions.

Five

16

With The Search Funnels Attribution Modeling Tool Most advertisers measure the success of their online advertising on a

on a "last click" basis. This means they give all credit for a conversion to the last-clicked keyword, which is low in the funnel. But the path to a conversion is complex. On that path, customers can interact with many different AdWords ads. Giving the last click full credit for a conversion results in missed opportunities to influence customers higher in the funnel.

17

Reports on assist clicks, assist impressions, and assisted conversions
Often, the "last click" before a conversion gets all the credit. But there are also little helpers that might've also guided your customers toward that conversion. Specifically, these are:


Assist clicks: All the clicks leading up to a conversion -- except for the last click -- for each keyword.
Assist impressions: Ads that showed but weren't clicked by a customer as they searched.

18

Search Funnels reports and conversion data

Assist Clicks and Impressions Report

This report shows you the assist clicks and impressions that might've helped users get to that

that last click before they purchased your product or signed up for your newsletter.

It also show you ratios for assist click/last click and assist impressions/last clicks. These ratios further help identify keywords that otherwise might not be noticed if you only looked at last clicks.

19

Assisted Conversions Report

Although similar to the "assist clicks" report, the "assisted conversions" report has some important distinctions. Rather than looking at how many assist clicks or impressions your advertising provided, these tabs show the number of

of conversions your advertising assisted.

For example, if a customer clicked on two ads for the keyword "merchandise" before later clicking on an ad for the keyword "store" and converting, this would have counted as two "assist clicks" but only one "assisted conversion."

20

Include Assist Data in your Core Reports

Reports on first and last clicks
First click is a good way to find what keywords introduce customers to your site, while last click helps you see what

completed the conversion. Think of these as different salespeople in a department store: one salesperson might be the person who first spoke to the customer, while another salesperson closed the deal.

21

Include Assist Data in your Core Reports

Reports on timing
These reports can give you a sense of the steps your customers take or the pages they visit as they

as they complete a conversion. This process is often called a funnel, which leads to a conversion or business goal. These reports can also give you a sense for how long a funnel takes.

22

Search Funnels reports and conversion data

Path Length

This report gives you a high-level look at the steps your customers take or

pages they look at on their way to completing a conversion.

23

Search Funnels reports and conversion data

Time Lag

As you probably guessed, this report has to do with time. Specifically, it's how much time it takes for a customer to complete a conversion after the following:


The first impression of a display ad
Their first click on your website
Their last click on your website

24

Search Funnels reports and conversion data - Conversion terminology cheat sheet - Part 1

Assist Clicks: Any search ad click that happened prior to the "last click" before a conversion.
Assisted Conversions: The number of conversions that were assisted by a particular campaign, ad group, or keyword. Assisted conversions don't include last click conversions.
Assist Clicks / Last Clicks: The ratio of assist clicks / last clicks for a particular campaign, ad group, or keyword.
Assist Impressions: Any search ad impression that wasn't clicked and happened prior to a conversion.
Assist Impressions / Last Clicks: The ratio of assist impressions / last clicks for a particular campaign, ad group, or keyword.

25

Search Funnels reports and conversion data - Conversion terminology cheat sheet - Part 2

Attribution: Assigning value to the different interactions on a customer’s conversion path.
Last Clicks: Any search ad click that happened just before a conversion.
Last Click Conversions: The number of conversions that had a particular campaign, ad group, or keyword as the immediately preceding search ad click.
Path Length (Impressions): The total number of search ad impressions that preceded a conversion. These could've been clicked or not clicked.
Path Length (Clicks): The total number of search ad clicks, including the "last click," that preceded a conversion.

26

Search Funnels reports and conversion data - Conversion terminology cheat sheet - Part 3

Time Lag (from first impression): The total amount of time from when the viewer first sees one of your search ads (clicked or un-clicked) until conversion.
Time Lag (from first click): The total amount of time from when the user first clicks on one of your search ads until conversion.
Time Lag (from last click): The total amount of time from when the "last click" happened, until conversion. There can be significant lag from last click, as AdWords will count a conversion happening after the last click within your conversion window.
Top Paths (Clicks): Describes the sequence of search ad clicks leading up to conversion. Can be at the keyword, ad group, and campaign level.
Top Paths (Impressions): Describes the sequence of search ad impressions leading up to conversion. Can be at the keyword, ad group, and campaign level.
Top Paths (Clicks, Transition Only): Collapses consecutive "repeat clicks" on a conversion path.
Top Paths (Impressions, Transition Only): Collapses consecutive "repeat impressions" on a conversion path.

27

View-through conversion data

A View-through Conversion happens when a customer sees an image or rich media ad, then later completes

completes a conversion on your site. This is different from a Click-through Conversion, which happens when a customer had previously clicked on an ad (such as on the Google Search or the Google Display Network) and then completed a conversion on your site.

28

Low conversion data

Sometimes, conversion numbers are lower than you might expect on your reports. This can happen for a few reasons. Here are the most common ones:


Conversions are counted within your chosen conversion window.
AdWords Conversion Tracking only records conversions that happen within your chosen conversion window after an AdWords ad is clicked. So, if your customer completes a conversion after that time, it's not recorded.
Customer disabled cookie
If a customer disabled cookies in her web browser before visiting your website, or blocks Google's conversion tracking cookie, we can't record her conversions -- there's no cookie to record the information.
Customer didn't get to your site through Google
If a customer reached your site through a search engine other than Google, his conversions won't be recorded.