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Manager Account-Level Reporting Now Available In Google Ads

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Manager Account-Level Reporting Now Available In Google Ads

Agencies, enterprise-level, and multi-accounts rejoice!

Streamlined reporting dashboards for all your accounts are now in one view.

Google is rolling out Manager Account (MCC)-level reporting for all Google Ads users.

Changes In Reporting

Up until now, you were only able to view reports at an individual account level. If you’ve been limited by this view, you know the struggle.

All the extra time and effort shifting between accounts to review performance really adds up.

The other problem with individual account views was that it made it difficult for advertisers to easily spot potential issues and opportunities.

With this change, you can now use the dashboards feature at the manager account level. An example of MCC-level dashboards is below.

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Image credit: Blog.Google.com, April 2022

Dashboard-Specific Updates

Along with the manager account-level viewability, Google Ads updated and improved other features in the dashboard.

These changes will make the dashboards faster to view and easier to use:

  • Change date ranges and dashboard filters as a whole
  • Add conditional formatting, rich formatting features, and interactive table cards
  • Download reports faster and at a higher quality
  • Resize dashboard cards and layouts dynamically
  • Create a dashboard card by copying over existing reports

How To Find MCC Dashboards

Getting to your dashboards is easy to find.

First, go to “Reports” at the top section of your Google Ads manager account.

Finding how to navigate to your MCC dashboard view.Image credit: Screenshot taken by author, April 2022

From there, you will find dashboards already created, the option to create a new one, and the option to open the sample dashboard.

If you’re unsure of where to start in building your dashboard, the sample dashboard can give you a great visual start.

Homepage of MCC-level dashboards created in Google Ads.Image credit: Screenshot taken by author, April 2022

Having the ability to view specific metrics at the manager account-level is a game changer for advertisers.

There are many benefits of this new Google Ads capability, including:

  • Time savings on account management
  • Proactive spot potential issues or opportunities that can benefit multiple accounts
  • More efficient account management
  • The ability to download reports at a higher quality

That last point about downloading reports at a higher quality should not be ignored.

If you work at an agency, or at an enterprise-level company, you can quickly show a high-level snapshot of how the company is doing.

With C-Suite executives, or everyone above the account manager-level, it can be sometimes hard to capture their attention.

Having a high-level report to indicate where the opportunities are or where you need to focus more time gives them enough information in a short amount of time.

Summary

The Manager Accounts dashboard views are available to all advertisers. If you’ve already created individual account dashboards, you can start there by replicating those views at an account-level.

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If you’re creating dashboards from scratch, think of ways you can incorporate specific metrics that make sense for the views you’re making. You can make multiple dashboards for different sets of people, and include data that makes the most sense to them.


Source: Google Ads Help

Featured Image: Andrey_Popov/Shutterstock

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B2B PPC Experts Give Their Take On Google Search On Announcements

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B2B PPC Experts Give Their Take On Google Search On Announcements

Google hosted its 3rd annual Search On event on September 28th.

The event announced numerous Search updates revolving around these key areas:

  • Visualization
  • Personalization
  • Sustainability

After the event, Google’s Ad Liason, Ginny Marvin, hosted a roundtable of PPC experts specifically in the B2B industry to give their thoughts on the announcements, as well as how they may affect B2B. I was able to participate in the roundtable and gained valuable feedback from the industry.

The roundtable of experts comprised of Brad Geddes, Melissa Mackey, Michelle Morgan, Greg Finn, Steph Bin, Michael Henderson, Andrea Cruz Lopez, and myself (Brooke Osmundson).

The Struggle With Images

Some of the updates in Search include browsable search results, larger image assets, and business messages for conversational search.

Brad Geddes, Co-Founder of Adalysis, mentioned “Desktop was never mentioned once.” Others echoed the same sentiment, that many of their B2B clients rely on desktop searches and traffic. With images showing mainly on mobile devices, their B2B clients won’t benefit as much.

Another great point came up about the context of images. While images are great for a user experience, the question reiterated by multiple roundtable members:

  • How is a B2B product or B2B service supposed to portray what they do in an image?

Images in search are certainly valuable for verticals such as apparel, automotive, and general eCommerce businesses. But for B2B, they may be left at a disadvantage.

More Uses Cases, Please

Ginny asked the group what they’d like to change or add to an event like Search On.

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The overall consensus: both Search On and Google Marketing Live (GML) have become more consumer-focused.

Greg Finn said that the Search On event was about what he expected, but Google Marketing Live feels too broad now and that Google isn’t speaking to advertisers anymore.

Marvin acknowledged and then revealed that Google received feedback that after this year’s GML, the vision felt like it was geared towards a high-level investor.

The group gave a few potential solutions to help fill the current gap of what was announced, and then later how advertisers can take action.

  • 30-minute follow-up session on how these relate to advertisers
  • Focus less on verticals
  • Provide more use cases

Michelle Morgan and Melissa Mackey said that “even just screenshots of a B2B SaaS example” would help them immensely. Providing tangible action items on how to bring this information to clients is key.

Google Product Managers Weigh In

The second half of the roundtable included input from multiple Google Search Product Managers. I started off with a more broad question to Google:

  • It seems that Google is becoming a one-stop shop for a user to gather information and make purchases. How should advertisers prepare for this? Will we expect to see lower traffic, higher CPCs to compete for that coveted space?

Cecilia Wong, Global Product Lead of Search Formats, Google, mentioned that while they can’t comment directly on the overall direction, they do focus on Search. Their recommendation:

  • Manage assets and images and optimize for best user experience
  • For B2B, align your images as a sneak peek of what users can expect on the landing page

However, image assets have tight restrictions on what’s allowed. I followed up by asking if they would be loosening asset restrictions for B2B to use creativity in its image assets.

Google could not comment directly but acknowledged that looser restrictions on image content is a need for B2B advertisers.

Is Value-Based Bidding Worth The Hassle?

The topic of value-based bidding came up after Carlo Buchmann, Product Manager of Smart Bidding, said that they want advertisers to embrace and move towards value-based bidding. While the feedback seemed grim, it opened up for candid conversation.

Melissa Mackey said that while she’s talked to her clients about values-based bidding, none of her clients want to pull the trigger. For B2B, it’s difficult to assess the value on different conversion points.

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Further, she stated that clients become fixated on their pipeline information and can end up making it too complicated. To sum up, they’re struggling to translate the value number input to what a sale is actually worth.

Geddes mentioned that some of his more sophisticated clients have moved back to manual bidding because Google doesn’t take all the values and signals to pass back and forth.

Finn closed the conversation with his experience. He emphasized that Google has not brought forth anything about best practices for value-based bidding. By having only one value, it seems like CPA bidding. And when a client has multiple value inputs, Google tends to optimize towards the lower-value conversions – ultimately affecting lead quality.

The Google Search Product Managers closed by providing additional resources to dig into overall best practices to leverage search in the world of automation.

Closing Thoughts

Google made it clear that the future of search is visual. For B2B companies, it may require extra creativity to succeed and compete with the visualization updates.

However, the PPC roundtable experts weighed in that if Google wants advertisers to adopt these features, they need to support advertisers more – especially B2B marketers. With limited time and resources, advertisers big and small are trying to do more with less.

Marketers are relying on Google to make these Search updates relevant to not only the user but the advertisers. Having clearer guides, use cases, and conversations is a great step to bringing back the Google and advertiser collaboration.

A special thank you to Ginny Marvin of Google for making space to hear B2B advertiser feedback, as well as all the PPC experts for weighing in.

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Featured image: Shutterstock/T-K-M

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