Doing PPC reporting involves some trade-offs between cash and time. The ideal report takes a good deal of time to build. There is, on the other hand, A repeatable and quick report normally generated. So the arrival of Statistics Studio, which provides quite customizable coverage, and now does so in a cost of $0, warrants an evaluation to find out how it can help account managers.
Because my company’s instrument suite, Optmyzr comprises PPC reporting, spending the time to evaluate Information Studio made sense. So if you’re overworked and can’t really spare a few hours to search at Data Studio yourself, take my take on it in a quick 10-minute read. I share a handful of cool reports it’s possible to possibly make.
Why hope my opinion? Because my credibility in this business hinges on being beneficial to advertisers. So while I’ve got skin in the game, for this post I attempted Info Studio to observe where it might fall short and where it shines for search marketers and put on my service hat.
What’s Data Studio?
While Data Studio isn’t new (it was announced in March of 2016), it wasn’t a tool for almost all of us because there wasn’t a five-report limit a user — hardly enough for the average consultant or service. Anyone who desired reports needed to buy a permit for Google Data Studio 360.
With the announcement that this limitation applies to the edition, Data Studio is worth a look for anyone who balked at the price that is high before.
Free PPC reporting alternatives from Google
However, if you’re trying to find a reporting tool that is free, Data Studio is the sole offering from Google. So I share some pros and cons of the options which have been around a bit longer: AdWords and Google Analytics.
Google Analytics Dashboards (display shot from Google.com obtained February 2017)
Google Analytics (GA) is primarily a tool for assessing what users perform on a site. So if you would like to appear beyond cost and conversions GA is a solution. It will help explain why clicks convert.
So you’re not restricted to reporting only what happens from AdWords it’s also quite very good at showing acquisition data from different channels. However, while it automatically understands what visitors stems from Twitter, Facebook and moreimportantly, it knows nothing about campaign information or costs unless you do some critical job establishing UTM monitoring tags and importing cost data. In this case, you’re paying for a solution by means of your time.
GA isn’t dashboarding tool or a purpose-built coverage, therefore it may not be as sophisticated as you’d like. It does have.
- Bring data from any marketing channel utilizing the “cost import” attribute and UTM monitoring parameters.
- Helps examine WHY clicks convert, not just IF they converted.
- Simple integration with AdWords enables data to be shared in the two directions between GA and AdWords.
- Automates sending accounts on a program.
- Dashboards are limited to 12 widgets.
- Importing cost info is fairly time-consuming unless you take advantage of a tool for it, but if using a tool, this solution is no longer free.
- Reports cannot be white-labeled.
- No way to make changes to numerous dashboards in bulk, which makes simple changes really laborious for agencies with many customers.
AdWords campaign management accounts
Download and program reports from AdWords (display shot from Google.com obtained February 2017)
The majority of AdWords advertisers use nothing AdWords itself to analyze the outcome and get reports. Consequently, the reporting abilities from the campaign management port is mostly geared to fulfilling the requirements of the accounts supervisor, instead of the group.
This implies reports are dull, comprised of charts and tables. For now, the majority of us are stuck using the version that does not lend itself well to generating accounts for stakeholders even though the interface will improve with this.
An insight could be turned into action, because reports in this component of AdWords also happen to be at precisely the location where changes are made. That is where the Report Editor comes in useful — although the larger trends and insights may not be evident to see, and I will pay that below.
- Nobody has more data about AdWords compared to Google itself. By way of example, Auction Insights are not available from the API, along with an alternate solution can’t be offered by reporting vendors.
- It’s easy to send raw data via email on an automated schedule.
- Raw data in tables assists account managers make conclusions, but it’s not as useful for somebody who’s not involved in daily management. I argued in my post that sending reports that were quite detailed is not the right way.
- For security reasons, data can only be emailed to individuals who have access to the AdWords account.
AdWords Report Editor
AdWords Report Editor Charts (display shot from Google.com shot February 2017)
To get a truer form of coverage, AdWords has the coverage tab. Their Report Editor gives a more robust, drag-and-drop environment for manipulating, researching and visualizing data. The accounts you find here may be used to create robust variations of the tables found in the Campaign control department, or to create aggregations that were fascinating via pivot tables. You can make great-looking visualizations, such as graphs that highlight key words.
In ways, it’s like they attracted some of the very useful performance from Google or even Excel Sheets. AdWords Product Management lead Jon Diorio recently said, “among our Report Editor goals was to eliminate the time wasted building pivots and charts from downloaded data” The benefit is that the tedious step of fetching fresh data from AdWords is needed. When reports become much simpler to replicate, account managers are more likely to gain the appropriate insights to increase performance.
While the tool is certainly a time-saver in contrast to performing the same analysis in a spreadsheet, it only allows one analysis in a time to be shared, therefore it leaves the job connected with constructing a amazing multi-page report to be done manually every time. That said I have heard whispers which AdWords has begun testing just such a solution that was dashboarding.
- Strong method to slice and collect data through pivot tables and advanced graphs.
- Do precisely the exact same analysis normally accomplished in a spreadsheet, right in AdWords, bypassing the need to manually sync and download data every time.
- A “report” consists of just 1 visualization, so you have to create several accounts to tell a story.
- As with all AdWords reporting alternatives, it may only be shared with all individuals who have access to the AdWords account.
Google Data Studio
AdWords Report in Data Studio (display shot from Google.com obtained February 2017)
Information Studio is the coverage tool from Google. It’s excellent for performing analysis on a variety of data sets, such as Google Sheets MySql databases and Google products such as YouTube, AdWords, BigTable, Analytics and DoubleClick. Just like most Google products, direct integrations together with another large players are sorely missing, and also for agencies, that means there’s no integration with Bing Advertising, Facebook Advertising or others which compete with Google for advertising dollars.
Unlike GA and the AW options for reporting, this product is built specifically for reporting and dashboarding, so the output is better-looking, and when done correctly, a report generated here can help communicate the right story about an accounts to an executive.
However, Data Studio was not built mostly for advertisers, which shows in the deficiency of a couple things a typical agency might need from a reporting instrument: the capability to reveal ad text info, scheduling of accounts and the capability to leverage one report template from a significant number of customers.
- Customizable with various fonts, colors and designs, and white-label using graphics.
- Produce dashboards which are multiple pages.
- Data integrations using Google Products such as AdWords MCC, Analytics, Lookup Console, YouTube, BigTable and generic connectors such as MySQL.
- No integrations using Bing Ads, Facebook Advertising and so on.
- Can’t be white-labeled using a personalized domain name.
- Can’t be shared on an automatic program
- Currently can’t be shared with people with no Gmail or Google for Work accounts (though Google expects this to be encouraged eventually).
Five things to try in Data Studio
While it may not be the Holy Grail of all PPC reporting which we’ve been searching for, Data Studio remains an awesome tool with plenty of powerful and useful performance which you should make the most of. Here are a few PPC items I was able to perform.
1. Make an executive MCC dash
The Google MCC dash offers a wonderful summary of the performance of many accounts at the same time and is your location for an accounts manager optimization routine. We have heard from agencies utilizing our resources that executives want to acquire access to this sort of tabular review data. But granting a executive accessibility may not always make sense, possibly because they could be drowned in data or they might interfere with the job you’re doing.
Information Studio provides a way to produce your own variant of a MCC dashboard which can be shared with anyone you want, even if they don’t have access to AdWords. And thanks to the recently improved AdWords MCC integration in Data Studio, it’s quite easy to pick just the accounts from an MCC to add (provided that they use the exact same currency).
2. Create a Personalized warmth map
Tables are great, but they can take some time to read and comprehend. Try a customized heating table if you would like to combine the level of detail you get from a table using an data visualization. It’s possible to construct the table to get an extremely granular view. By way of example, use lots of segments and colour coding to help quickly identify parts.
3. Display third-party call-tracking info
Though Data Studio and call-tracking vendors does not integrate, you can still incorporate that kind of data if you keep it on your own SQL servers or at a Google Spreadsheet. The graph above is an illustration I made using call-tracking data from CallRail, which I added using Zapier to some Google Sheet.
This data can be rendered in various fascinating ways. Here, I show either a graph with the overall total for the previous 30 days and the amount of calls received daily. Since every call is a row onto the spreadsheet, to get the count of calls, I used one of my favored capabilities in Statistics Studio. Specifically, I used the formula COUNT(Date) to find the overall calls by day.
4. Use calculated fields to reveal how large your accounts is
There are a number of nifty functions that can help compute new metrics . By way of example, use the work COUNT(Ad Group) to demonstrate how many ad groups you will find. Use a data filter to reveal just how many of those are active, paused or deleted.
In this example, we’ve calculated the amount of active ad groups in 1 account, in addition to the amount of keywords that currently have an excellent score of 6, and what the highest and cheapest excellent Score is for almost any active key word in the accounts.
5. Remove complexity from accounts by normalizing campaign names
Different campaign naming conventions depending on the strategy of their accounts arrangement is used by Account managers. By way of example, someone employing an alpha/beta arrangement may name 1 campaign “Widgets — Alpha” and yet another “Widgets — Beta” The receiver of a report likely only gets confused if they see the naming convention, so why not standardize the names?
Renaming items is by using a text manipulation work to create a field that is calculated possible. For example, create a field for “Normalized Campaign Title” that eliminates the alpha/beta notation. the report gets much easier to digest to an executive the report is reaggregated. The specific purpose I employed in this case was REPLACE(REPLACE(Campaign, “alpha”, “”), “beta”, “”)
There are free reporting alternatives from Google that may help PPC account supervisors. Regrettably, there is no reporting solution, whether paid or free, that is going to be the best solution for everyone. Be prepared to compromise, while it’s on cost, time savings or features. But ultimately, a tool that is absolutely free to use, for example Data Studio, ought to have a spot in our toolboxes because it can help streamline some jobs that are everyday.
Some opinions expressed in this report could be those of a guest author and not necessarily Lookup Engine Land. Staff writers are recorded here.
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