Performance Monitoring and Reporting 2 Flashcards Preview

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Flashcards in Performance Monitoring and Reporting 2 Deck (14):

Measuring reach and frequency

By analyzing reach and frequency data, you can find out how many people saw your ads and how many times they saw them over a certain

period of time. Reach is the number of unique customers exposed to a particular advertisement during a specified period of time. Frequency is the minimum number of times a unique user saw your ad over a given time period.


Daily, weekly, and monthly reach and frequency data is available for all

for all Display Network Cost-per-thousand impression CPM campaigns, as well as Display Network Cost-per-click (CPC) campaigns that are using interest-based advertising and/or frequency capping.


See reach and frequency data in the

Dimensions > Reach and Frequency


Geographic and user locations reports

If you’ve already applied your location targeting settings and your campaigns have been running for awhile, you can track performance by location in the

by location in the Settings tab, under Locations.


You can view data from two different types of location reports:

What triggered your ad (geographic): Shows your customers' physical locations, or locations that they had shown interest in through searches or content they had viewed.
Where your users were (user locations): Shows only your customers' physical locations, regardless of any locations they may have shown interest in.


Using auction insights to compare performance

The Auction insight report lets you compare your performance with other

ther advertisers who are participating in the same auctions that you are.


With the Auction insights report, you can see how often your

ads rank higher in search results than those of other advertisers, and how your share of total possible impressions compares with theirs.


Using auction insights to compare performance

This information can help you make strategic decisions about

about bids, budgets, and keyword choices by showing you where you are succeeding and where you may be missing opportunities for improved performance. This report is available at the keyword, ad group, and campaign levels.


Auction insights statistics

The Auction insights report provides five different statistics:

impression share,
average position,
overlap rate,
position above rate,
top of page rate.


Where is the Auction insights statistics

Campaigns > Keywords > Details > under “Auction insights,” click “All” or “Selected."


Using labels in AdWords

With labels, you can organize the

the elements in your account into meaningful groups so you can quickly and easily filter and report on the data that is of most interest to you.


Using labels in AdWords

You can apply labels to

to keywords, campaigns, ad groups, and ads, which enables you to see how the custom categories you create are performing relative to each other and to the unlabeled entities in your account.


How to apply label

1. Select campaign, adgroup, ads, keywords
2."Customize columns" button, add the "Labels"
3. Select the keyword you'd like to apply a label to.
4. Click the "labels" drop down menu.


View your performance data by label

Here's how to view your Labels performance data on the Dimensions tab:

Click the Dimensions tab
Click "View"
In the drop down menu, select "Labels"
Then select whether you'd like to view Labels data by keyword, ad, ad group, or campaign.
In the statistics table you'll see your performance data broken out by label at the level you selected for the date range you've specified. The last row, called the "Everything Else row" shows a summary of performance for all elements that are not associated with the labels in the table.