Why getting reporting right is key to Google Ads success


Date: 24 January 2020

A business team study a Google Ads report and discuss ways to optimise their campaigns.

There are lots of things that make a successful Google Ads campaign - but reporting is one of the key cornerstones that you can’t do without. It shows you exactly how your campaigns are performing, where you’re falling short and all the data you need to make informed decisions. 

You cannot run successful Google Ads campaigns without data. 

Let me paint you a picture.

You’ve just been offered more money than you know what to do with, and promised that all your dreams will come true. But to claim it, you have to recover a lost jewel from a mysterious cave.

You’re not alone in the cave. To get the jewel, you have to battle your way through a pit of backwards snakes, hoards of leaping camels and chainsaw-bears. Yeah. Those are bears with chainsaws for hands. Deadly and terrifying.

If you’re in this situation, the last thing you would do is run straight forward without a weapon. 

But that’s what you’re doing if you don’t have the data you need for your Google Ads campaigns. You’re running straight into a situation you’re in no way prepared for. 

Data and reporting are the weapons you need to achieve your goal. But being given a sword is only half the answer. You also need to know how to use it. 

The reports you need to make

The first step to getting your reporting right is to think about what you actually need. What report are you going to make, and how will it help you achieve your goals? 

Firstly, outline your goals. Let’s say your goal is to increase bookings in your hairdressing salon. 

The report you need would have to show your ads, and how many bookings they have bought in. You would be able to look at this report and say: “Hey! These ads are getting a lot of bookings. We should run more like these!”, or: “This advert is attracting half as many bookings as the others, I should remove this one!”.

Either way, the point is to use the data to make informed decisions that will help achieve your goals, and make your campaigns the best they can be. 

There is a thing as too much data

Data is essential for making your PPC campaigns better. But like a kid in a candy store, you can have too much of a good thing. 

With reporting, there’s a danger that you can go into data overload. The more numbers and metrics you add, the more confusing it gets. Suddenly, what should be a very simple job of finding out which adverts are increasing your bookings becomes a very complex job. Suddenly, you’re worried about impressions, click-through rates, time on landing page, and more. 

Don’t get me wrong, these are useful metrics. But if you’re trying to achieve a specific goal, none of this other data should matter. If it doesn’t help you, don’t waste your time with it. 

Cut the nonsense and make your job 10 times easier by just getting the data you need.

Don’t waste time on your reports 

If you’ve got a business to run, you can’t be spending all your time on Google Ads. There are better things that you can be doing. 

When used right, reporting will give you the insights and data to make your campaigns the best they can be. But if you’re spending hours making these reports, the benefits you get won’t make up for the time lost. You need a programme or tool to make these reports for you. 

In Google Ads itself, their reporting feature allows you to select from a list of pre-defined reports and customise the metrics inside. Once you’re happy, you can set up email alerts to send you a link to the latest report updated, saving you time and energy making them from scratch. 

They aren’t as effective as white-label reports, but they get the job done if you’re behind on time. 

Find your reporting tool

If you’re not a fan of using Google Ads’ in-house tools, there are tons of different options out there for you. Even a quick search of “Google Ads reporting tool” yields tons of options to get you started.

You just need to go out and find the right one for you.

The good news is that you don’t need to pay for it. There is a variety of free reporting tools out there, including this entire suite of free pre-made reports from Adzooma

Work out the reports you need. Find the tools that let you build these reports and allow you to generate them for future use. Use the reports to make informed decisions that will improve the performance of your campaigns. 

Copyright 2020. Featured post made possible by Danielle Strouther, copywriter at Adzooma - the simple, quick and easy way to manage your online advertising.

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