Tools for insights and reports in Google advertising

Google Ads offers a variety of advanced tools that allow us to gain vital insights and generate detailed reports that can give us a broader and narrower perspective for our advertising campaigns. Let's go through the tools.

insights

In the Google Ads insights column we can get data and information that allows us to understand a lot of information about the work of our campaigns. We will be able to obtain a lot of information that will give us conclusions for the improvement, accuracy and optimization of our campaigns and the entire marketing strategy.

Advertising on Google It's not just living and forgetting - over 90% of the work in advertising is analyzing the data and drawing the conclusions the remaining 10% is actual execution.

Let's talk about some of the insights:

Overall performance across campaigns:

We can choose a date range, last 7 days, last 28 days or select an adjusted date at the top and compare with the previous period.
We will get an up-to-date snapshot of various and important parameters.

Performance shift insights:

In this section we will be able to detect and decode changes in our advertising performance. Basically, we will receive information about changes at the level of campaigns, ad groups and ads and what probably caused these changes.
It is important to control this information in order to perform qualitative optimization.

Auction insights:

In this column we can see a performance from the tender carried out on Google Ads.
We will be able to see the percentage of exposures we received compared to our competitors, who overtook us and when we were first.

Search terms insights:

In this section we can obtain information for the different categories of search terms. We can sort them by number of conversions, clicks, impressions, conversion value, CTR and conversion ratio.
When we click on the arrow, we will develop a tab with more focused information for that category.
Basically we will see the different expressions and their performance, which make up the given rule of the category.

Audience insights:

Here we can get information about our audiences.
We'll be able to figure out which audiences work best and in which campaigns.
The Index helps us understand which audiences work best.
The higher the index, the better we will understand which audience responds better to our ads and campaigns. It is possible to check audiences by clicks or by impressions, each of which will display different data.
Once we understand what the strong audiences are, we can focus on them in our advertising.

Ads and the audiences that respond to them:

We will also be able to understand through the index that we talked about earlier, which audiences respond best to our properties.
We can see which campaigns the assets are associated with,

And as I mentioned earlier, it will help us understand which audiences we should work with.

Search trend:

Using search trends we can get a kind of forecast for areas of interest that might work better, in the period that is close to come.
This can help us improve our strategy and understand perhaps, what we should focus on in the coming period.

Auction Insights

On this page we will receive a status report that reflects to us in general or focused how much we are consumed compared to our competitors. We will be able to review our positioning for each campaign, ad group, ad and keywords.
The columns in the report give us the following information:

Impression share:

The amount of exposures we received versus the amount of exposures we were entitled to receive.

Overlap rate:

The percentage of times our competitor got exposure in the same tender that our ad also got exposure.

Position above rate:

The percentage of times an ad of our competitor appeared above us in the tender, while both of our ads were shown at the same time.

Top of page rate:

Percentage of times our ad appeared at the top of search results

Abs. top of page rate:

Percentage of times our ad appeared first on the search results page

Outranking transport share (Outranking share):

The percentage of times our ad was ranked higher than another competitor's ad, or when our ad was shown and his didn't.

Search terms

In the search terms column we can discover information relevant to search type campaigns.

We will be able to find out on which search terms a budget has been used, how much budget, how many exposures, the amount of conversions, costs and a lot of information that can be useful to us to improve our campaigns.

We can exclude on this page phrases that are irrelevant to our business so that they do not waste our marketing budget.

When and where the ads were shown

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You may ask yourself from time to time, where do my ads appear? What hours and days do they work best? I'd like to have more focused information. Precisely for this we have this page on Google Ads where we can get information about the days and hours that our campaign worked in and where they appeared.

Where the ads were displayed (Quando l'advertencia):

We will be able to get information about the days and hours our campaign has worked in. We will be able to understand quantities and costs for each hour and day, draw conclusions and improve our campaigns by removing hours or days that are not profitable for us. We can only focus on the days and hours that work best for us.

For Video, Display and Demand Gen campaigns, on this page we can find out in which locations our campaign worked.
We will be able to see on which sites the ads have appeared and, if it is a video, we can also find out on which channels YouTube has appeared.
Here, too, we can figure out where works best for us.

Devices:

Here we will understand on which devices our ads were displayed.

A final page that we can check on this page is the geographic locations in which our ad appeared.

Landing poles

Landing Pages:

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Using this column of landing pages that we have defined in the different campaigns, we can figure out which landing page works better according to parameters that are important to us. For example by conversions, conversion cost, exposures, etc.
Like the rest of the pages, here we can get information that will help us better understand what can be improved, only here it is at the level of the landing pages.

Businesses with physical stores

Relevant for physical stores, to follow up on arrival instructions that people received to get to our stores and some more information for that specific store.

Report Editor

Through the report editor we can create interesting reports that will help us analyze information from advertising on Google, for example these are some of the things we can do:

Arrange the data: 

You can choose what data we want to see, such as how many people saw our ads, how many times they clicked on them, or how much money they spent in our store.

Change the view: 

We can change how the data looks, for example seeing it in a table, graph, or other form that will help us understand it better.

Combine data: 

If we have several types of ads or different products, it is possible to combine the information about all of them in one place to see how everything works together.

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Finally, Report Editor helps us understand exactly how our ads work and what works better, so we can decide how to improve them and sell more.
All this and more you can also find on Google Analytics.

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summary

When we do Google advertising, part of our daily work is reading data, performing analysis of the data, and optimizing it. For us to do it in the best way, Google gives us access to tools that can help us improve and optimize performance.
In this article we talked and explained some of the tools that you can find on the Insights and reports page or in Hebrew - insights and reports so that you can improve your advertising on Google.
If you're having a hard time, and need someone to do all this extensive data reading process for you

And drawing conclusions for streamlining and improving the advertising account, you can turn toGoogle Analytics Expert.