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10 Visual Google Ads PPC Reports You Should Use

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10 visual google ads ppc reports you should use

As data analysts, we often overlook the value of visualizing our PPC data. Lucky for us, the Google Ads Report Editor has made data visualization easier than ever. This handy tool allows your average PPC analyst to become an everyday Bob Ross of data visualization. Custom graphs and charts are an extremely useful problem-solving tool and continue to guide our Google Ads optimization efforts at Clearlink.

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If you’re not using the Report Editor, we highly recommend taking it for a spin. We’ve provided our top 10 most useful graphs and charts to get you started. Visualizing your data with these reports will help you focus on the best optimization opportunities in your account.

1) Campaign Volume Over Time

This report is a must-have. We frequently see account performance fluctuate based on the traffic mix of campaigns, ad groups, and keywords. Getting all campaigns on one trended graph allows you to quickly spot your top-performing campaigns alongside any recent performance changes.

Once you’ve identified a questionable campaign, continue to dig in by running a similar report to analyze that campaign’s ad groups or keywords. Use this tactic to get ahead of any performance changes before they get out of hand.

Campaign Volume

2) Search Term Volume Over Time – Account Breakdown

Overlapping phrase and broad match keywords can complicate your account. This report brings any account back to the basics, regardless of structure or keyword match types. Aggregating like search terms from different ad groups provides a clean performance trend over time for your top queries. This report is a great way to monitor the health of your biggest search terms while promoting new ideas around account structure, ad copy, and keywords.

Tip: Search term graphs can get messy. Stay focused on top volume producers and significant volume fluctuations.

Search Term Volume Over Time - Account

3) Search Term Volume Over Time – Broad And Phrase

Search term analysis on broad and phrase match types can be one of your best means of keyword research. Trend these terms overtime to ensure that you are aware of any search terms that are on the rise. Quickly identify poor performing search terms to be negative-matched, or start speaking to up-and-coming search terms before your competition. We have found this report particularly effective in identifying customer service keywords that pop up due to service outages or long-tail terms related to news stories. This will be especially helpful for those who have yet to analyze the impact of Google’s close variant update. If you haven’t done this yet, do it now.

Search Term Volume Over Time - Broad & Phrase

4) Impression Share By Device Over Time

If your ads play in the top three positions, you should be looking at your impression share by device. Google is constantly bringing ads in and out of the auction as it optimizes for the best possible search experience. As a result, the impression share fluctuates. With more than half of impressions coming from mobile nowadays, advertisers can’t afford to overlook low impression share on any device.

Impression Share by Device

5) Cost And Performance By Region

Search volume, competition, and user intent vary by region. Google Ads’ geographic segments allow you to understand how each region performs. Use these reports to set geo bid modifiers where appropriate.

Cost & Performance by Region

6) Click Type Breakdown

What type of clicks are you buying? If you’re not using or optimizing ad extensions, it will be apparent in this chart. Remember to schedule regular testing for ad extensions, just like you would for ad copy.

Click Type Breakdown

7) Analytics Metrics Reporting

Analytics data can be a good leading indicator when Google Ads conversions are unavailable. Comparing session duration and pages-per-visit provides context about a specific traffic source’s intent.

Analytics Metrics Reporting

8) Impressions By Match Type

Are your ads as relevant to your searcher as possible? More impressions captured through exact-match types means more control when matching ad copy with search intent. If a large percentage of your clicks are coming through broad and phrase match, dig into your search term reports to see if any queries would benefit from more specific ad copy.

Impression Share by Match Type

9) Click Type By Device

Mobile users want information as soon as possible, and ad extensions provide a helpful alternative to navigating on a tiny screen. Comparing click type by device illustrates this point. If you’re not seeing a variety of click types on mobile, double-check the status of your ad extensions. If they are approved, but underperforming, try including sitelinks with a mobile device preference. This separate mobile extension will allow you to speak specifically to searchers on-the-go and improve your ads’ relevance.

Click Type by Device

10) Performance By Hour Of Day And Day Of Week

User intent and competition vary at different times throughout the week. CPC and position can indicate at which times competition fluctuates. Conversion rate or session duration can show intent. Based on your results, adjust your ad schedules or set bid multipliers where applicable throughout the week.

Tip: Buying habits often differ on weekends. Use the handy day of week filters to analyze hourly trends on weekends, separately from weekdays.

Performance by Time

Final Thoughts

The Google Ads Report Editor is one of the most useful improvements to the interface in recent years. Data visualization using the Report Editor is an extremely effective way to identify opportunities in your account. The range of metrics, dimensions, and filters provide a ton of ways to visualize the data that matters.

This is only a sample of The Report Editor’s potential. What data matters to your account? If you’re struggling with where to get started, here’s a post from one of Hanapin’s own analysts about how to create actionable PPC reports.

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Google Implements Stricter Guidelines for Mass Email Senders to Gmail Users

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Beginning in April, Gmail senders bombarding users with unwanted mass emails will encounter a surge in message rejections unless they comply with the freshly minted Gmail email sender protocols, Google cautions.

Fresh Guidelines for Dispatching Mass Emails to Gmail Inboxes In an elucidative piece featured on Forbes, it was highlighted that novel regulations are being ushered in to shield Gmail users from the deluge of unsolicited mass emails. Initially, there were reports surfacing about certain marketers receiving error notifications pertaining to messages dispatched to Gmail accounts. Nonetheless, a Google representative clarified that these specific errors, denoted as 550-5.7.56, weren’t novel but rather stemmed from existing authentication prerequisites.

Moreover, Google has verified that commencing from April, they will initiate “the rejection of a portion of non-compliant email traffic, progressively escalating the rejection rate over time.” Google elaborates that, for instance, if 75% of the traffic adheres to the new email sender authentication criteria, then a portion of the remaining non-conforming 25% will face rejection. The exact proportion remains undisclosed. Google does assert that the implementation of the new regulations will be executed in a “step-by-step fashion.”

This cautious and methodical strategy seems to have already kicked off, with transient errors affecting a “fraction of their non-compliant email traffic” coming into play this month. Additionally, Google stipulates that bulk senders will be granted until June 1 to integrate “one-click unsubscribe” in all commercial or promotional correspondence.

Exclusively Personal Gmail Accounts Subject to Rejection These alterations exclusively affect bulk emails dispatched to personal Gmail accounts. Entities sending out mass emails, specifically those transmitting a minimum of 5,000 messages daily to Gmail accounts, will be mandated to authenticate outgoing emails and “refrain from dispatching unsolicited emails.” The 5,000 message threshold is tabulated based on emails transmitted from the same principal domain, irrespective of the employment of subdomains. Once the threshold is met, the domain is categorized as a permanent bulk sender.

These guidelines do not extend to communications directed at Google Workspace accounts, although all senders, including those utilizing Google Workspace, are required to adhere to the updated criteria.

Augmented Security and Enhanced Oversight for Gmail Users A Google spokesperson emphasized that these requisites are being rolled out to “fortify sender-side security and augment user control over inbox contents even further.” For the recipient, this translates to heightened trust in the authenticity of the email sender, thus mitigating the risk of falling prey to phishing attempts, a tactic frequently exploited by malevolent entities capitalizing on authentication vulnerabilities. “If anything,” the spokesperson concludes, “meeting these stipulations should facilitate senders in reaching their intended recipients more efficiently, with reduced risks of spoofing and hijacking by malicious actors.”

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Google’s Next-Gen AI Chatbot, Gemini, Faces Delays: What to Expect When It Finally Launches

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Google AI Chatbot Gemini

In an unexpected turn of events, Google has chosen to postpone the much-anticipated debut of its revolutionary generative AI model, Gemini. Initially poised to make waves this week, the unveiling has now been rescheduled for early next year, specifically in January.

Gemini is set to redefine the landscape of conversational AI, representing Google’s most potent endeavor in this domain to date. Positioned as a multimodal AI chatbot, Gemini boasts the capability to process diverse data types. This includes a unique proficiency in comprehending and generating text, images, and various content formats, even going so far as to create an entire website based on a combination of sketches and written descriptions.

Originally, Google had planned an elaborate series of launch events spanning California, New York, and Washington. Regrettably, these events have been canceled due to concerns about Gemini’s responsiveness to non-English prompts. According to anonymous sources cited by The Information, Google’s Chief Executive, Sundar Pichai, personally decided to postpone the launch, acknowledging the importance of global support as a key feature of Gemini’s capabilities.

Gemini is expected to surpass the renowned ChatGPT, powered by OpenAI’s GPT-4 model, and preliminary private tests have shown promising results. Fueled by significantly enhanced computing power, Gemini has outperformed GPT-4, particularly in FLOPS (Floating Point Operations Per Second), owing to its access to a multitude of high-end AI accelerators through the Google Cloud platform.

SemiAnalysis, a research firm affiliated with Substack Inc., expressed in an August blog post that Gemini appears poised to “blow OpenAI’s model out of the water.” The extensive compute power at Google’s disposal has evidently contributed to Gemini’s superior performance.

Google’s Vice President and Manager of Bard and Google Assistant, Sissie Hsiao, offered insights into Gemini’s capabilities, citing examples like generating novel images in response to specific requests, such as illustrating the steps to ice a three-layer cake.

While Google’s current generative AI offering, Bard, has showcased noteworthy accomplishments, it has struggled to achieve the same level of consumer awareness as ChatGPT. Gemini, with its unparalleled capabilities, is expected to be a game-changer, demonstrating impressive multimodal functionalities never seen before.

During the initial announcement at Google’s I/O developer conference in May, the company emphasized Gemini’s multimodal prowess and its developer-friendly nature. An application programming interface (API) is under development, allowing developers to seamlessly integrate Gemini into third-party applications.

As the world awaits the delayed unveiling of Gemini, the stakes are high, with Google aiming to revolutionize the AI landscape and solidify its position as a leader in generative artificial intelligence. The postponed launch only adds to the anticipation surrounding Gemini’s eventual debut in the coming year.

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Google Brings Bard Students Math and Coding Education in the Summer

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Google Brings Bard Students Math and Coding Education in the Summer

Google is stepping up its AI efforts this summer by sending Bard, its high-profile chatbot, to summer school. The aim? To boost the bot’s math and coding smarts. These developments are excellent news— when Bard first debuted, it was admittedly not a finished product. But Google is steadily plugging away at it, and have now implemented implicit code execution for logical prompts, and handy Google Sheets’ integration to take it to the next level.

Thanks to implicit code execution, Bard can respond to inquiries requiring calculation or computation with Python code snippets running in the background. What’s even more amazing is that coders can take this generated code and modify it for their projects. Though Google is still apprehensive about guaranteeing the accuracy of Bard’s answers, this feature is said to improve the accuracy of math and word problems by an impressive 30%.

In addition to this, Bard can now export directly to Sheets when asked about tables. So, you don’t need to worry about copying and pasting, which comes with the risk of losing formatting or data.

From the company’s I/O keynote address, it is clear that they are focused on making the most of what Bard can offer. As they continue to speak highly of the chatbot, we’re sure to expect more features and capabilities when the summer comes around.

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