Account Overview Report: A Google Ads Report Template for PPC Managers

Google Ads Overview Dashboard offers marketers great flexibility and connectivity to integrate multiple Google services in their advertising campaigns. But there are some gaps, which can leave you wanting more.

But what if you had a way to plug those gaps?

Google Ads Overview Dashboard has the basic functionality and features, but it doesn’t allow marketers to perform an in-depth analysis of their campaigns. It is lacking this critical functionality, which hampers the control that marketers have over their campaign management. PPCexpo takes analysis to the next level by drilling down into each segment, so that marketers can get deeper insights into the data.

In this article, we’ll explore the various key segments of the Google Ads Overview Dashboard, and more importantly, we’ll discover how the PPCexpo Google Ads Overview Report enhances it.

9 Google Ads Key Metrics that Really Matter

Google Ads can get confusing with the various metrics and data available for analysis. It’s easy to get overwhelmed with it all. To simplify your data analysis, it’s better to narrow the field to the Google Ads key metrics that really matter in paid advertising.

Here are the three main areas to watch in the PPCexpo Google Ads Overview Report.

1. Click-Through Rate (CTR) Analysis
2. Conversion Analysis
3. Cost Analysis

Each one of these contains some key metrics that enable us to determine how successful our ads are. Let’s explore them in more detail.

CTR Analysis

In CTR analysis, we can see track and evaluate three key metrics – impressions, clicks, and overall CTR.

1. Impressions

Regardless of what your goals are, it’s important to track the number of impressions your ad receives. They are of particular importance in branded campaigns, as the goal is all about driving brand awareness.

If your ad is not ranked on the first page, it’s less likely to generate a lot of impressions. Without this strong base, you can’t expect to perform well down the road when it comes to leads and conversions.

2. Clicks

The clicks metric tells you how much traffic your chosen keywords are generating. Ideally, these clicks will come from relevant traffic, which helps you acquire qualified leads.

Analyzing clicks helps you determine the keywords that are most effective in helping you reach your goals, and can also aid in weeding out the duds.

3. Click-Through Rate (CTR)

When you want to know just how well your ads are performing, study the click-through rate. This is the percentage of impressions that resulted in clicks, and therefore is a reliable yardstick for measuring just how engaging your ads are.

A higher CTR is indicative of an appealing, relevant ad, whereas a lower CTR (less than 1%) implies your ad isn’t hitting the bullseye for some reason.

Conversion Analysis is the Essential Link Between Ad Performance and Business Goals

Together, the three metrics in CTR analysis give marketers a good overview of their ad campaign performance. That being said, they don’t offer enough detail to measure performance in relation to business goals.

We need to know more in order to confirm that the paid advertising is actually generating more leads, conversions, and profits.

When we track the conversion data, we get the big picture that tells us the impact of our ad campaign on the bottom line of the business.

4. Conversions

In any business, conversions are a top priority, so naturally, paid advertising usually revolves around driving conversions.

Your goal may be to generate fresh leads, boost subscriber numbers or get people to sign-up for your online course. Whatever it is, it’s crucial that you track the traffic that your ad generates so you can determine the impact on conversions.

5. Conversion Rate

The conversion rate is the percentage of people who clicked on the ad that followed through with the desired action, such as signing up for your email list or making a purchase.

Thousands of clicks are worth very little if you aren’t getting many conversions. If you see a high conversion rate, you can rest assured that your cost-per-click (CPC) is well worth it, as it’s returning to your business in profits.

6. Cost Per Conversion

Determining whether your campaign is a success or failure all boils down to this metric. If you’re paying more to gain new customers than they are actually worth, then that’s a poor return on investment (ROI).

Going Deeper into Cost Analysis with the PPCexpo Google Ads Overview Report

The Google Ads Overview Dashboard provides some analysis of the traffic coming to your site, and also information about your conversions. However, to really understand the value of your advertising spending, here are a few more key metrics worth tracking.

7. Overall Advertising Cost

Your business will probably have a set advertising budget, which needs to be monitored regularly. Your business goals may change over time, and so it’s important that the budget is being distributed in a way that helps drive the business in the direction you want it to go.

8. Average Cost-Per-Click (CPC)

Ideally, your CPC metric will shrink as time goes on. Keep an eye on the keywords and devices that deliver a low CPC, and also consider the locations where competition is lower. A good CTR combined with a low CPC is the perfect recipe that marketers need to generate a solid return on their advertising spend.

9. Wasted Spend

Nobody likes waste. In paid advertising, wasted spend is the money you throw away on useless clicks. You can minimize these losses by optimizing your keywords and match types to attract more relevant traffic. Adding negative keyword lists and tailoring your campaign depending on the target location helps filter out unqualified traffic.

The PPCexpo Google Ads Overview Report Simplifies Data Analysis

Essentially, this report builds on the existing Google Ads Overview Dashboard by enabling deeper data insights and slicing and dicing functionality.

A big plus is that you can use these functions offline, as everything works in a PDF file. This dashboard-in-a-PDF interface is flexible and easy-to-use, providing quick insights that save time and frustration.

In paid advertising, it’s crucial that you track key metrics and make the necessary adjustments to your campaign so you minimize losses and get closer to your goals. With the PPCexpo Google Ads Overview Report, that process is streamlined for success.