Does your accounting firm rely on Google AdWords as part of your overall marketing strategy? If so, you’ve got changes to look forward to. You might even be one of the (apparently random) lucky ones that already see the spiffy new Report Editor in your account. Google began rolling out the updates slowly months ago and says that within another few months all accounts will get the change.
The big deal here is a brand new interface that allows you to drag, drop, sort, filter and present exactly the data you want in an immense variety of ways. The result should be a far more flexible and ultimately more useful reporting tool that puts the control with you – whatever you want to see, how you want to see it.
Pick an ad group, a campaign, a keyword or some other unit to assess. Then ask for information like clicks, conversions or impressions. You’ll be able to manipulate the data you select into a table or present it as a bar, pie or line graph, for example. Just interested in how a particular device is interacting with the metrics you choose? That’s no problem either.
This really is an impressive upgrade to current reporting options that will allow users to pick up on data trends quickly and easily. It’s also helpful for generating graphics that will clearly demonstrate information you present to decision makers or others who need a simple way to grasp what you’re saying. You’ll have the options to start from a template or create your own reporting from the ground up.
Not sure whether you’ve got the new reporting tool yet? Just check the main navigation bar on your AdWords screen. When the tool is added to your account, you’ll see a tab labeled “Reports” snuggled right between “Opportunities” and “Tools.” When you find it, check it out!
And one more thing…
As part of the upgrade, Google is making changes to the way conversions are reported. Sometime around the middle of October the numbers you see listed under “conversions” will be calculated under a different definition. Don’t let this throw you; your actual conversion rate probably hasn’t gone way up or down. Currently, the conversion numbers you see in the column include all conversions. After the switch, the total will reflect only conversions for which you have optimization. To see all conversions, including those that don’t have optimization selected, you’ll just need to check the “All Conversions” column. Simple enough, but if it ends up confusing your tracking system. Here’s a more complete explanation of the new counting pattern from Google.