Thomas Coppen

AdWords Report Editor

Over the next few months, Google will be rolling out the Report Editor. This is the new AdWords tool which allows advertisers to explore account data in new ways from within their browsers.

 

The Report Editor has an easy-to-use interface and lets advertisers build custom tables and charts. These tables and charts can be segmented, filtered and sorted so that different insights can be found. Insights can be based on a number of things such as business goals and numbers of clicks and impressions.

 

With the Report Editor, advertisers can:

  • Sort, filter and pivot data to find which is most relevant to them
  • Explore data with simple drag and action actions
  • View data in pie, bar or line charts
  • Apply multiple segmentations to allow for better analysis with finer granularity

 

 

It is easy to use the Report Editor. Advertisers simply need to drag and drop which metrics they want to examine from the left hand pane into the main area, as shown in the diagram above. Examining performance across devices is also simply done in the same way. Advertisers can look at metrics such as impressions, clicks and conversions and then add in dimensions like campaign, ad group or device.

 

 

 

Visualising data in charts

 
A highlight of the Report Editor is that data can be shown in line, pie or bar charts. This makes visualising data easier and more actionable. Performance trends are usually clearer to see in charts than in numbers alone. If advertisers want to view a different type of chart, they can do so by clicking on the option to change charts.

 



A flexible and speedy tool

Tables and charts can be saved and shared with others, or even set to run regularly, making data analysis even easier. Advertisers who have already tried the Report Editor have spoken of its flexibility and speediness. Eve Denton, Senior Account Manager at Metric Theory told Google “The Report Editor let me instantly analyse performance data for mobile, search and location. I can also manipulate my report at the drop of a hat – all I need to do is drag and drop. Having the ability to quickly alter the date range I’m viewing rather than re-downloading and re-pivoting has vastly decreased the amount of time I spend creating reports”.

 

Access will be given to more advertisers over the coming months. Advertisers will know they have access when they can see the Reports tab. From here, pre-defined reports and/or new reports can be opened.

 

Call Keel Over Marketing today to discuss your free PPC review.

Thomas Coppen

Structured Snippet Extensions

This week, Google have launched structured snippet extensions. These ad extensions give advertisers the chance to promote specific aspects of their products or services in their search adverts. Customers can better gauge what the content of each website will be before they click on an advert. This enhances the user experience and potentially saves you money by minimising erroneous clicks. With structured snippet extensions, adverts are made more relevant and helpful and can save time on campaign management.

 

structured snippet extensions

 

Until this week, these ad extensions were dynamically automated by Google, but now advertisers can actually pick their own ‘values’, as demonstrated in the picture below.

 

structured snippet extensions

 

 

Structured snippet extensions can highlight many things such as amenities, brands and product types. Advertisers select a predefined ‘Header’ and add in customised ‘Values’ which are related to their advertising goals. For example, if an advertiser wants to promote their hotel, they could pick the Header ‘Amenities’ and select the Values of ‘Free Wi-Fi’, ‘Fitness Club’ and more.

 

These extensions are rather similar to Callout extensions so here is a diagram to highlight the similarities and differences between the two.

 

 

Structured snippet extensions will be available to all AdWords accounts over the coming weeks. However, they can only be created in English at the moment.

 

Ad extensions are a factor in Ad Rank and typically boost ad performance so it is important to include them where possible.

 

For more information about creating structured snippet extensions, visit the AdWords Help Centre or contact Keel Over Marketing.