You’ve decided you want to run Google Ads for your brand or business. And after you’ve taken steps to choose your Google Ads keywords, draft out your ad content and select optimal bidding strategies for your account, your account is ready to go live!
Here’s one question you may or may not have considered: how are you going to manage Google Ads reporting?
Google Ads reporting is a critical component to the health and longevity of your account long-term. It’s not enough to simply launch an account, nor is it enough to optimize all of your campaigns well over time. You also need to deliver consistent metrics to clients, stakeholders or anyone else involved in the success of the account itself.
Put simply, Google Ads reporting allows all individuals interested in the account, but not actively involved in the running of the Google Ads, to be consistently updated on account health, performance, optimizations and next steps. And even if you’re the CEO or owner of your individual brand, exporting and saving Google Ads reports is a great tactic to maintain personal accountability and track results, positive or negative, over time.
Google Ads Reporting: Basic Do’s and Don’ts
A Google Ads report is a fairly straightforward practice. When it comes to actually generating a report that contains major metrics from week to week, there are a few things you want to make sure you get right. Similarly, there are a few errors you want to make sure you avoid.
In a nutshell, you want to keep your reports clean, always report on the same period of time from week to week or from month to month, and avoid forecasting results that the account likely cannot support.
What Metrics Do I Need to Include in a Google Ads Report?
When it comes to actually running a Google Ads report, you’ll want to find the fine line between delivering insufficient information and delivering too much information.
If you deliver too much information, you risk providing granular account and campaign details that aren’t relevant to any of the parties who receive the report. This can easily lead to a level of micromanagement that brings overall account optimization to a halt.
Conversely, if you don’t deliver enough information, you haven’t actually fulfilled the purpose of a Google Ads report at all: to report on account results over a 7-day, 14-day or 30-day period, whatever the case may be.
This fine line begs a question: which metrics do I actually need to include when it comes to running an accurate, comprehensive Google Ads report?
Don’t worry, we’ve already done the heavy lifting for you.
Here Are 7 Metrics Worth Including in Your Next Google Ads Report:
1. Total Traffic (Impressions and Clicks)
This metric is obvious enough: you want to report on the total number of times online users saw and clicked on your ads.
2. Click-through Rate
Your click-through rate (CTR) is the percentage of users who clicked on your ads after they saw them. A high CTR indicates that your ads are particularly relevant to your audience base, while a low CTR indicates that your ads could use some fine-tuning to better resonate with your targeted demographic.
3. Average Cost-per-click
Your cost-per-click (CPC) is an average of the CPC for each keyword in your account. Experienced paid search specialists will know that even high CPC metrics don’t spell trouble, unless total conversions cannot justify the high spend levels your account is seeing on a regular basis.
4. Total Conversions
A key metric for any Google Ads report, total conversions indicates the total number of times that a user performs a favorable action – phone call, form submission, purchase, etc. – on your website after clicking on one of your ads.
Calculated by dividing total spend by total conversions, your cost-per-conversion identifies how expensive, on average, your new customers are online.
6. Total Cost
Total cost, typically expressed in U.S. dollars (USD) or in the native currency of the countries where products are sold, simply indicates total account spend for the reporting period.
7. BONUS Metrics
Look to add a few bonus metrics in each of your reports, for extra information that recipients might find valuable. These metrics include device breakdown by device (computer, phone, tablet), conversion rate and average CPM (cost-per-thousand-impressions).
For more information on the top metrics worth tracking in your Google Ads account and considering for your reports, you need to check out our comprehensive resource on the subject, 10 Critical Pay-per-Click KPIs to Track.
Google Ads Reporting: Short, Sweet and Informative
We understand that with so many reporting dashboards available for use – from Databox to Google Data Studio – it can be hard to build out and maintain reports. So often, our busy schedules make PPC reports just “one more thing” we need to get done, instead of a critical piece of our overall Google Ads strategy. That’s where we love to help. Our in-house paid search specialists take pride in their metrics reporting, and can help you set up comprehensive reporting dashboards in minutes.
When it comes to Google Ads reporting, your aim should be to deliver information on key metrics, forecast what the next reporting period could hold, and nothing more. Keep things short, sweet and informative, and you’re well on your way toward developing dashboards that are both aesthetically pleasing and incredibly useful.