Better results from better reports?
Last month we brought you news of the Date Comparisons report (enabling comparison of percentage difference in your Adwords results across two date ranges). This is just one of a group of newly added tools and features which should simplify and assist in every PPC-er's optimisation efforts. First up, keyword level impression share…
Available at a total or exact match level, impression share is about letting you know how often your ads are being shown when a query matches your targeting. Crucial for isolating scope for further growth or expansion of your settings, impression share reports also highlight whether any share not currently covered is down to the rank of your ads or the budget allocated to them. Geared towards increasing this visibility, Google has now expanded impression share's reach to individual keywords, meaning specific terms behind that adgroup's 95% search share can be pinpointed and optimised accordingly (and other keywords in said adgroup are not amended unnecessarily).
Containing data segments like 'hour of the day' and 'conversion action name', Dimensions is home to a good few pieces of additional insight for any Adwords account. The Top Movers report is a new addition and the second feature we would like to highlight. One of the core elements of a PPC manager's job is identifying shifts in performance and digging into the data to establish possible contributing factors, and according to what we've read, the Top Movers report should help here. Highlighting the campaigns and adgroups with the biggest changes in clicks and cost, this report also shows the possible causes behind these changes:
Finally, not necessarily a new concept, more so a new way of reporting it, the 'keyword below first page bid' filter makes identifying problem keywords easier - thus making it quicker for Adwords managers to pursue more impressions they could currently be missing out on.