Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn: - How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client). - Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data. - Why it's beneficial to use audit checklists.

1. @Koozai_Sam
Hero Conf – October 2015
Awesome Reporting for
Winning at PPC

2. 90%of Google’s
revenue
Came from Advertising Platforms
such as AdWords in 2014!
Source: Investor Google

3. Google’s annual advertising revenue continues
to increase year on year.
Source: Statista

4. Google relies on people not knowing
how to get the most out of the platform.

6. 1 2 3
View Naked
Ladies
View People
Through
Windows
Viewing Porn
Online
A previous client bidding on ‘View’ and
‘Viewer’ on broad has not looked at the SQR!!

7. Not only had they wasted
A LOT of budget on this;
their brand was being
damaged in the process.

9. We need to be smart, think ahead and make
decisions based on the data we have.

10. Google is smart but
you can be smarter.

11. We need to be reporting like Rock Stars!!!!!!!

12. THE BUSINESS
UNDERSTANDING

13. You can’t begin to report on
campaign effectiveness until
you understand the business
you are marketing.

14. Define a series of questions to help you
uncover more about the business.

15. Types of things to ask:
 Give me at least five USPs for the business.
 What are your primary products and/or services?
 Who do you perceive as being your offline and online competitors?
 What are your main goals for paid search advertising?
 Describe your ideal target market.
 What does a typical customer look like to you?
 Can we get access to your database to help with buyer personas?
 Any upcoming product/service launches?
 Total daily budget? Should this be split in a specific way across campaigns?
 What do you require approval on?
 List the types of conversions (by importance) that happen on the website.
 How are offline conversions (if any) dealt with?
 Any words that should NOT be included in our ad copy?
 Do you have any other AdWords accounts running?
 Are you happy to share details of your profit margin with us?
 What is your ideal cost per acquisition?
 What does AdWords success look like to you? Is there a timeframe you are
expecting certain results by?

16. Arranging a face-to-face meeting is much
more valuable than email or phone.

17. Use a project management tool to show
where things are and who needs to do what.

18. YOUR AUDIENCE
UNDERSTANDING

19. Who are you reporting
for?

20. 1. Your Colleagues

21. 2. Your Boss

22. 3. The Client

23. 4. Potential Client

24. Within each of these
audiences, there will be
sub-audiences.

25. You need to consider
everyone and find out
what information they
need and want.

26. And then focus your
reporting on your
findings.

28. ROI CALCULATIONS
UNDERSTANDING

29. 1
2
Return on Ad Spend (ROAS)
Return on Investment (ROI)
• There are two main ways you can
calculate ROI from paid search advertising.
There are two main ways you can calculate
ROI from paid search advertising.

30. Return on Ad Spend (ROAS)
PPC Revenue – PPC Spend
/
PPC Spend

31. Return on Investment (ROI)
PPC Revenue – Total Cost
/
Total Cost

32. YOUR CORE KPIS
THINK ABOUT

33. What are the goals for the PPC campaign?
These need to be defined first.
 Lower Cost per Acquisition (CPA)
 Higher Click through Rate (CTR)
 Additional Conversions
 Decrease Cost per Click (CPC)
 Increased Quality Score
 Reduce Wasted Ad Spend
 Improved Conversion Rate
 Boost Average Position
 Higher Return on Ad Spend (ROAS)
 Increase Return on Investment (ROI)
 Additional Exposure in Ad Auction

34. BASIC ATTRIBUTION
UNDERSTANDING

35. Google AdWords works on a first click
attribution basis for conversions.
1
2
It does not matter what other mediums are used,
the conversion will be attributed to the AdWords
click.
If a user visits a site via two ads then the
conversion will be attributed to the last ad clicked.
3
Make sure you are looking at the Attribution
Reports before you make decisions to pause
keywords, ads or ad groups.

36. Google Analytics works on a last click
attribution basis for conversions.
1
2
If multiple mediums are used, the final medium will
be attributed the conversion.
Direct visits do not overwrite the ‘utmz’ cookie so
the penultimate medium will be credited.
3
You need to bear this in mind when comparing
Google Analytics data with Google AdWords data
as conversion numbers will not match.

37. Here are some examples of how Google
Analytics attributes conversion data.
First Visit Second Visit
Third Visit
(conversion or goal)
Which Reported
Medium?
CPC Organic Referral Referral
CPC Organic CPC CPC
CPC Organic Direct Organic
CPC Organic Organic Organic
Organic CPC Referral Referral
Organic CPC CPC CPC
Organic CPC Direct CPC
Direct CPC Referral Referral
Direct CPC CPC CPC
Direct CPC Direct CPC
Direct Organic Direct Organic

38. Direct traffic falls out of the normal trend and
does not overwrite the cookie.
First Visit Second Visit
Third Visit
(conversion or goal)
Which Reported
Medium?
CPC Organic Referral Referral
CPC Organic CPC CPC
CPC Organic Direct Organic
CPC Organic Organic Organic
Organic CPC Referral Referral
Organic CPC CPC CPC
Organic CPC Direct CPC
Direct CPC Referral Referral
Direct CPC CPC CPC
Direct CPC Direct CPC
Direct Organic Direct Organic

39. Always keep this in mind
when you are analysing
data in Google Analytics.

41. Firstly, ensure you have AdWords linked with
your other Google accounts for more data.

42. VS. CONVERSIONS
CONVERTED CLICKS

43. What is the difference between Converted
Clicks and Conversions?
Converted Clicks
Conversions
Unique Customers
• The number of clicks that convert within your chosen conversion window.
• If a customer makes two separate purchases after clicking on an ad, they
will register as one Converted Click.
Total Conversion Actions
• This setting gives advertisers the flexibility to set the way conversion
actions are counted by All or Unique.
• Using the above example, you would see two Conversions.
Source: Search Engine Land

44. Flexible Conversion Counting allows you to
take control of how you count conversions.

45. Google will default to All but you can change
this in the Conversions area of AdWords.

46. ARE YOUR FRIEND
ADWORDS LABELS

47. Use Labels to easily segment & report on different
campaigns, ad groups, keywords & ads.

48. You can then run reports to show
performance metrics for each label.
Dimensions > Labels

49. Some useful
Label Resources
 http://kooz.ai/label-tactics
 http://kooz.ai/adwords-label-script
 http://kooz.ai/adwords-labels

50. DIMENSION REPORTS
A DEEPDIVE INTO

51. Understand which conversion types are
performing better than others.
Dimensions > Conversions > Conversion Category & Conversion Name

52. 1
3
2
4
5
Days of the Week
Week
Month
Time Reporting
Quarters / Years
Hour of the Day

53. Some days of the week will more than
likely perform better than others.
Dimensions > Time > Day of the Week

54. Compare seasonal trends by looking
at the different quarters of the year.
Dimensions > Time > Quarter

55. See performance by destination URL across
your account to see what page converts best.
Dimensions > Destination URL

56. Track performance compared to the changes
you have made on your campaigns.
Dimensions > Top Movers

57. Results by location; whether it is the searchers’
physical location or location of interest.
Dimensions > Geographic

58. Results by the searchers’ physical location
can help you to optimise bids accordingly.
Dimensions > User Locations

59. Location extensions enabled? See results
organised by distance from your location.
Dimensions > Distance

60. Uncover positive and negative phrases that
need to be added to your account.
Dimensions > Search Terms

61. Link Search Console with AdWords to highlight
potential organic phrases to target.
Dimensions > Paid and Organic

62. If you are running Automatic Display
campaigns you should live in this report!
Dimensions > Automatic Placements

63. Some campaigns are eligible for free clicks
due to the format of the ads in the campaign.
Dimensions > Free Clicks
• Get directions
• Display ad mouse over for at least 1 second
• Video play x %
• Product Plusbox expansion

64. See all available features available for your
campaigns to see what you are missing out on.
Dimensions > Campaign Details

65. The same as the Campaign Details report, but
for ad group level instead.
Dimensions > Ad Group Details

66. http://kooz.ai/dimension-reports
Read more here:

67. EXTENSIONS ALONE
DON’T LEAVE AD

68. 1.
Manual
2.
Automatic

69. Manual Ad
Extensions
 Apps
 Calls
 Locations
 Reviews
 Sitelinks
 Callouts
 Structured Snippets

70. Automatic Ad
Extensions
 Consumer Ratings
 Previous Visits
 Seller Ratings
 Dynamic Sitelink Extensions
 Social Extensions
 Dynamic Structured Snippets

71. All campaigns should use Manual Extensions
but monitor and optimise based on results.

72. Automated Extensions show automatically.
You need to understand the impact here.

73. If your ads are appearing for any of these
extensions, you will see them listed here.

74. Visit these links to opt out of any of the
Automatic Extensions.
 Previous Visits -
https://services.google.com/fb/forms/previousvisitannotations/
 Seller Ratings -
https://services.google.com/fb/forms/SellerRatingExtensions/
 Dynamic Sitelink Extensions -
https://support.google.com/adwords/contact/dynamic_sitelinks
 Social Extensions -
https://services.google.com/fb/forms/socialannotations/
 Dynamic Structured Snippets -
https://support.google.com/adwords/contact/dynamic_structure
d_snippets

75. AD SCHEDULING
GET THE MOST FROM

76. A campaign’s performance will vary dependent
on the day of the week and hour of the day.

77. We need to understand this
and adjust our campaign
bidding accordingly.

78. In Google AdWords, you can only create ad
scheduling for six time blocks.

79. #Pointless

80. Let’s look at something cool.

81. The team at Brainlabs created a script that
lets you bid 24 times a day, 7 days a week.

82. This is what you need to do…

83. 1) Make a copy of the Google Sheets
template below and save to your drive.
Click here: http://kooz.ai/hourofdayreport

84. 2) Run a script to export all your conversion
data (from AdWords) by day of week + hour.
Click here: http://kooz.ai/hourofdayscript
You will need to change the following:
 INSERT YOUR SPREADSHEET URL HERE >>>>> Include the link to your
Google spreadsheet
 DURING >>>>> Change the dates depending on how far back you want
to look. I would always recommend looking over at least 6 months.

85. 3) Go into Google Sheets and open the report
that would have just run.

86. 4) Push data into a pivot table and set up using
the following format for rows and values.

87. 5) Now you have a spreadsheet which shows
day of the week + hour for each campaign.

88. 6) Apply conditional formatting to the main 3
data rows to highlight the key times.

89. 7) You now need to decide on bid multipliers
for each time period (168 in total).
Get the template: http://kooz.ai/24hourbidmodifiers

90. 8) Once completed, it should look something
like this (but with your values attributed).

91. 9) Follow the steps in this post to apply the
awesome 24-hour scheduling script!

92. http://kooz.ai/brainlabs-24hr
Brainlabs 24hr Scheduling:

93. There is no undo option
once changes have
been made using a
script!

94. Back up your account before implementing
any script capable of changing bids.

95. Scripts will also overwrite
any existing bid
adjustments/scheduling
you have in place.

96. I have one final bit of advice on ad
scheduling & bid adjustments for you.

97. If you are setting ad scheduling/bid
adjustments based on Analytics goal data...

99. You are making wrong decisions as the data
you are using will not be matching up.

100. Look at the difference in conversions across
the day when comparing GA & AdWords.
Hour GA Goals AdWords Conversions
7am 1 3
8am 1 7
9am 1 12
10am 2 8
11am 6 8
12pm 2 15
1pm 2 6
2pm 1 13

101. GA data show that 9am, 12pm & 2pm convert
badly when in fact they are your best times.
Hour GA Goals AdWords Conversions
7am 1 3
8am 1 7
9am 1 12
10am 2 8
11am 6 8
12pm 2 15
1pm 2 6
2pm 1 13

102. Your ad scheduling decisions
should be based on the
day/time that someone sees
your advert; not when they
convert.

103. Wherever possible use Conversion Tracking
rather than importing GA goals.
ADWORDS
CONVERSION
TRACKING
GOOGLE
ANALYTICS
IMPORTED
GOALS

104. AD LEVEL DATA
SEGMENTING

105. Good analysis used to be hard if there was
more than one keyword/ad in an ad group.

106. But now we have segmentation and the job
becomes a whole lot simpler.
 Time
 Day, Week, Month, Quarter, Year, Day of the Week
 Conversions
 Conversion Name, Conversion Category
 Keyword / Placement
 Network (with search partners)
 Click Type
 Device
 Top vs Other
 +1 Annotation

107. Being able to attribute which keyword drove
the ad to convert is like gold dust!

108. Work out which keywords would perform
better in their own ad groups.

109. EDITOR REPORTS
7 VERY USEFUL

110. Data Visualisation in the form of Drag and
Drop reporting has finally come to AdWords.

111. We can now run reports on all kinds of
metrics including the following:
Level of Detail
• Campaign
• Ad Group
• Ad
• Campaign Type
• Campaign Subtype
• Campaign State
• Ad Group State
• Ad State
Location
• Country/Territory
• Region
• Metro Area
• Town/City
• Most Specific Location
Performance
• Clicks
• Impressions
• Cost
• CTR
• Avg. Position
• Avg. CPC
• Invalid Clicks
• Phone Impressions
• Phone Calls
• PTR
• Phone Cost
• Avg. CPP
• +1 Annotations
• Click Type
• Top vs. Side
Targeting
• Network (with Search Partners)
• Device
• Search Keyword
• Search Keyword State
• Match Type
• Search Term
• Display Keyword
• Placement
• Topic
• Audience
• Gender
• Age
• Parental Status
Conversions
• Conversions
• Converted Clicks
• Cost / Conv.
• Cost / Converted Click
• Conv. Rate
• Click Conversion Rate
• View-through Conv.
• Total Conv. Value
• Conv. Value / Click
• Conv. Value / Cost
• Value / Conv
• Value / Converted Click
• Phone Call Conv.
• Conversion Action Name
• Conversion Category
Time
• Year
• Quarter
• Month
• Week
• Day
• Day of Week
• Hour of Day
Google Analytics
• Bounce Rate
• Pages / Sessions
• Avg. Session Duration
• % New Sessions
Competitive Metrics
• Search Impr. Share
• Search Exact Match IS
• Search Lost IS (rank)
• Search Lost IS (budget)
• Display Impr. Share
• Display Lost IS (rank)
• Display Lost IS (budget)
• Relative CTR
Attribution
• Click Assisted Conv.
• Impr. Assisted Conv.
• Click Assisted Conv. Value
• Impr. Assisted Conv. Value
• Click Assisted Conv / Last Click Conv

112. Network Report: Understand how the different
networks are performing for each campaign.

113. Devices Report: Understand desktop, tablet
and mobile performance per campaign.

114. Match Types: Use this report to understand
how match types perform across campaigns.

115. Ad Group Impression Share: Make decisions on
bid increases for ad groups for market share.

116. Campaign Conversions: This type of data is
often better visualised on a graph.

117. Rising Costs: It is interesting to monitor CPC
fluctuation to highlight need for more budget.

118. Bounce Rate: Ads with a high bounce rate may
point to a poorly performing landing page.

119. You should view reports in
Excel so you can apply
Conditional Formatting and
highlight any trends.

120. Choose to run a one-off report or to schedule
& email them to people on certain days.

121. REPORTING SCRIPTS
5 VERY USEFUL

122. Reporting scripts can save you a lot of time &
there are many readily available.

123.  Declining Ad Groups
 Tracking Quality Scores
 Zero Campaign
Impressions
 Find Broken URLs
 Campaign and
Keyword Performance

124. http://kooz.ai/declining-ad-groups
Declining Ad Groups:

125. http://kooz.ai/epiphany-track-qs
Track Quality Scores:

126. http://kooz.ai/impression-fire-alarm
Zero Campaign Impressions:

127. http://kooz.ai/broken-url-script
Find Broken URLs:

128. http://kooz.ai/campaign-performance
Campaign & KW Performance

129. If AdWords Scripts make you feel a bit like
this…

130. Head over to codecademy and work your
way through their JavaScript Course.

131. There are also a truck load of useful resources
that you can learn from.
 http://kooz.ai/learn-javascript-adwords
 http://kooz.ai/intro-to-scripts
 http://kooz.ai/free-adwords-scripts
 http://kooz.ai/rankhammer-scripts
 http://kooz.ai/developer-solutions
 http://kooz.ai/how-to-read-scripts
 http://kooz.ai/wordstream-guide
 http://kooz.ai/brainlabs-scripts

132. Demographics

133. Enable Demographics and Interest Reports in
Google Analytics for more data.

134. Be sure to update your website’s Privacy
Policy when you do this.

135. Age identifies users by six categories: 18-24,
25-34, 35-44, 45-54, 55-64, and 65+.

136. Gender identifies users as either male or
female.

137. Affinity Categories identify users in terms of
lifestyle: Sports Fans, Movie Lovers etc.

138. In-Market Segments identifies users in terms
of their product-purchase interests.

139. TIPS & TRICKS
EXCEL REPORTING

140. LEN and Word Count Formulas: Check ad
copy length before you upload to Editor
=LEN(insert cell number)

141. Conditional Formatting: Highlight any
common trends and identify problem areas

142. Pivot Tables: Segment and understand data
more easily

143. Create Modified Broad Match Keywords: There
is no easy way in AdWords or Editor
=“+”&SUBSTITUTE(A2,” ”,” + ”)

144. Text to Columns: Remove UTM tracking
parameters from your destination URL’s

145. My Favourite Keyboard Shortcuts: Because I
hate using the mouse!
(Alt + D + F + F)
Creates filters at the top of each column
(Repeat to remove filters)
(Alt + W + F + R)
Freezes top row in Excel sheet
(Ctrl + Shift + 4)
Changes values in selected cells to currency
format

146. My Favourite Keyboard Shortcuts: Because I
hate using the mouse!
(Ctrl + H)
Find and Replace in rows or columns or cells
(Ctrl + D)
Copies down formula or values from top cell of
selected range to the bottom cell in selected
range
(F4)
Repeats the same previous action

147. It’s almost time for a bit of Q&A.

148. Download the Koozai white papers for more
information http://kooz.ai/our-whitepapers

149. Thanks
for listening.
@Koozai
Facebook.com/koozaiE-mail: sam.noble@koozai.com
www.koozai.com
Tel: 0330 353 0300