Advanced Pay Per Click (PPC) Certification Program

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How to Extract Valuable Data Tutorial

5.2 Introduction

Hello, this is Brad Geddes, the author of Advanced Google AdWords, the Founder of Certified Knowledge, and the PPC Faculty Chair for Market Motive. In this video, we're going to look at how to get valuable data out of your accounts. So, we'll walk through supporting interface with AdWords, and the reports which you should be able to download, and then Bing. And so, after this module, you should be able to get all the reporting data, whether it's in the interface or into a spreadsheet program, that you will need to set bids and optimize your accounts.

5.3 Online Campaigns

So when you first log into your account, you'll see the all campaigns screen. Now, in each of these screens you'll also see the data for the time frame you're looking at. Now this is a demo account so we don't really have much data in here. Now what's important is that data's presented based upon the date range you're looking at. So you can always quickly change the date range to a custom date range. Today, an intraday data is pretty sparse, so rarely do you want to look at data within the day. But yesterday, the last week, last sort of day, so forth. And you can also do a quick compare timeframes to the previous period, or even the same time last year. Now all that does, though, is it effects the chart. So there's a show/hide graph, which you can graph by clicks, performance data, conversion based data, so forth. And you can get a quick snapshot of two time periods within your charts. Now when you look at any one of these tabs, campaigns, ad groups, ads, keywords, so forth. The data presented is based upon a default information that Google shows for any particular report or on your customized columns. So in all these reports you can go to columns, customize columns, and then you can pick various pieces of data that you wish to show. So for example, some nice ones that only exist in full data at the campaign level, are items such as impression share. So Impression Share is the percentage of times that your ad showed when they were eligible to be displayed. So we can look at our Search Impression Share and then why we're not getting Impressions. Such as rank or budgets. Those are the two main reasons we lose impressions. So to increase your search impressions share lost because of budget, you need to increase budgets. To do it because of rank, it's either quality score or bits. So if you have low quality scores, often you need to raise them to increase your search lost impressions share, which is what IS stands for, impression share for rank. If you have good quality scores then usually you need to raise your cost per clicks, your CPC information. So, from all these reports you can customize the metrics that you want to see based upon the data useful to you at that point in time.

5.4 Filters and Segments

Now it's also nice as you can quickly filter the data as well. So with the filter you can create a filter and choose only to see data that meets some criteria. So we can say we only want to see campaigns based upon some cost metric expense. We can see it based upon a minimum number of conversions. A minimum number of clicks, so you might be in your keyword tab and you might not have a lot of longtail keywords. And you don't want to see all those zero impression words. So you can very easily go into your account and then segment out data where your impressions are zero or lower. So with the filtering information it's very easy to filter the type of information you're looking at. Now, when you create a filter, if you just close it it closes the entire filter. So what you really need to do is create a filter, and let's just do conversions are greater than one. And this is dummy data so we don't have any, so lets just look to all time. That will give us a few conversions in our coming data. Now, we need to do is just hit the small little icon that keeps the filter going so we don't lose our filter. If you see filters you use a lot you can then save your filters. So we can save our filter or we can name it. And then when we apply this information and our filters will see the new filter that we can quickly save and then apply to any one group of reports. Now the other useful item on most of these reports is this segment tab. You can segment your data by timeframes, by conversions, a very important one is by network. So you should not be showing a campaign to search and display simultaneously. Your campaign should be search only or display only. So network will just segment out if it's a search or display and the data for each. So this campaign, at some point in time, was on both networks. Another useful segment is mobile. So how do you do on computers, mobiles and tablets for each campaign. This'll give you some ideas about bit modifiers, but you're really going to want to dig more into the add group level into the bit modifiers. So between customizing your columns, filtering your data, and segmenting your data, you can really customize a view of your information that you are looking for. And then we can easily download a report. If we want to run a report on a regular basis then we can just email this report to us at any particular time based upon some schedule we create. So that's the overall campaign report.

5.5 Ad Groups Data

Now next we have Ad groups. Now Ad groups again, are very simple. We have our Segments, our Filters, and our Columns, at an Ad group level. Now what I often like to do for things is label them so it's easy to find your information. So there's a couple ways you can label things. You can either label them within a naming convention, so in this case LCLC stands for low cost, low conversion data. We have medium cost, medium conversion data, high cost, high conversion data. So that way when you are looking at your ad groups it is easy to see that these are my most important ones, they are my high cost, high conversion information, so when I log in I might want to just see my very high important items. Or it's a day that we've gone through all our high cost items. We want to get in to long tails. Maybe we look at our low cost, low conversion items. Depending on the size of your account you may change the number of labels you have. So you might label your campaigns things like the network it's on, the location it's in, and then the type of campaign it is from a product standpoint or service, what is it selling? Now, there are also true labels that you can put in your account as well. And so this makes it very easy by creating labels to quickly see what an ad group's purpose is or if it's ads, or if it's ad what type of ad it is. So with the labels we can click next to any one, in this case it's an ad group. Go to labels and then apply labels we've created. If we want to create a new label we can add it right to the interface. Save it, and now we'll have new labels. There's also a full label screen we can go to, to manage all of our labels. So, labeling campaigns or ad groups for ads can be very simple ways of quickly jumping to a view of certain types of information. So then we have our ad information. With our ad information we can see our conversation rates by ad and all of the data associated to the other reports as well. In any one of these items, easy to click in and say, this is a mobile ad, or this is an all-device ad, so forth. So it's easy to grab your ad-based information. So next we have keywords. And often with keywords this is where you'll see your keywords, the ad groups, your conversions, so forth. Keywords do have a couple other reports that the other tabs do not have. So, with keywords we can go to keyword details and then see search terms. This will show you the search query data. So right now I haven't selected a keyword so there is no selected option here. If I were to choose an individual keyword then go to keyword details. I could see the search queries for that exact term, or I could just click on All, and this will show me the search queries for all of my keywords. So often what you want to do with search query data is go in Columns and customize columns. And under attributes make sure keyword is added. This will be the keyword that that search query was matched to before it was displayed. So this is where you can then look through your metrics and see these keywords here aren't doing very well. You should make them negative keywords. Or these key words are doing really well, but they don't have an added so not in our account. So let's go ahead and add them into the proper ad group in our campaigns.

5.6 Dimensions Data

Now the dimensions tab is where you're going to see a lot of great data you can run, there's a lot of different ways to view the data. So right now you can go in and we can say time and day of the week. Now this is where looking at the true amount of campaigns or ad groups you're viewing is important. So right now we're in All Online Campaigns. And so what happens is we're going to see Sunday for every single campaign. We have two options. If you wanted to sort of consolidate this to just one Sunday and one Monday so forth. We could first go into just one specific campaign and now we're just going to see the data for that campaign. Now of course it's still broken up by ad group. So our other options, if you go to customize columns, remove the ad group as a detail. Now we just see here's the data for that particular campaign. If we go back to all online campaigns, we're again seeing campaign in adgroup. So if we wanted to just see it by the entire account, we can unclick those items. So as you add more columns, you may start to see more rows of data because now you're segmenting by Sunday and a campaign name. So the number of columns you have may change the amount of data you're looking at as well. So with the dimension tab, it's easy to get into day of the weeks, or how specific months are doing for you. Destination URLs, if you're doing landing page testing, you might want to see how your Destination URLs are performing across all your account. And so this report will let you easily see all your destination-based information.

5.7 Geographic Data

If you wanted look at bid modifiers on a geographic basis, then we can go into geographic report and start looking at our performance by geographies to try to determine if we should use location bid modifiers, and what they should be. Now with geographic data, we really kind of need to look at customized columns. Because we can get data to a city level, which is even smaller then a Metro or a Metro or a Region, which is a state or province. So we may want to remove items like cities and most specific location. And now we're only seeing Region, which is our state, Metro Area, and Country's always selected. So now what'll happen is we'll see the data by specific metropolitan areas, to see what our conversion rates are by regions, and see if we should use bid modifiers and not worry about them. So with the dimensions tab, when you really want to dig into multilevel sets of data, it's a good place to go.

5.8 Display Data

And then finally we have our display network. Here's where we can see our display key words and our performance by display key words. Now one of the most important reports really want to get into a display are the placement reports. There's two types of placements. We have managed placements. These are the sites where we're picking where we really want to show our ads. Then we have automatic placements. These are placements we've been put on based upon our keywords, topics, interests, and other targeting options. So for the automatic placements then you can either see details and if we choose a particular site it's like the search query report. We can see all the URLs where our ads are being displayed. So now we can roll through here. We can see we're on this specific URL. We're on this specific URL. So when you get into display network and placements. You often want to look at the actual URLs your ads are placed to see if Google's placing you on the sites appropriately. So now if we see a site that we like, we can go ahead and add it. And add it to our placement information. If we see a site that we don't want, then we can exclude the data. So if I'm showing a tab here that you don't see in your account. Click on the silver icon and you can see the other tabs not being displayed. Click them, hit OK, and you'll see the rest of the tabs.

5.9 Recap

So with AdWords reports, what's important to look at is the time frame you're viewing the data in because that's what's going to be downloaded. Then if you want to segment the data and see it by some level of information, you can segment it. If you only want to see certain types of data, you can create filters. If there's data you want to see that's not displayed by default, then you can customize columns. And then once you've created a report you want to look at, if you want to save it or analyze in the spreadsheet program, then click the download button and you can download the information Excel, TSV, XML's, etc. And then you can choose any additional segments you want for that information. If you want to get it on a regular basis, then you can create it and have it scheduled. And you'll get notifications that the report is created. So running reports in AdWords is fairly simple because it's really about the view state on the screen and then displaying the data. Now Bing is a little bit different. With Bing, you have a big Reports tab. So you go into your Reports tab. You can pick all types of different reports drawing. So these are very similar to what you would see within AdWords. Just in a single reporting tab, instead of customizing the U.I. before you download data. So you can choose a report type. You can show again if you want it summary, broken up by hour, hour of day. Your time frames that you want that report run for. You can pick the columns you want to be shown in the report. You can also filter the data, again, based upon distribution items, match types, device types. So very similar filters that Google has. Google calls these segments. In Bing, they're called filters. They do the same thing. And then you can save a cost report. Then you can run it or download the information. So with both Google and Bing, what's important is you know how to get the data that you're really looking for. So therefore, you can make changes based upon bids, bid modifiers and optimize the account based upon being able to extract the proper data from these paid search programs.

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