Introduction #
A report about the performance of Google Ads should be presented monthly.
To build a report to analyze the results of investment in Google Ads, you will need to gather information on 3 sources: Google Ads account, Google Analytics and Google My Business (GMB).
Whenever is possible, compare the results of the month with the previous one.
Gathering info from Google Ads #
From Google Ads, you will collect the following information:
- Period
- Number and type of ads
- Impressions
- Clicks
- Average CTR
- Investment
- Investment / Click
- Demographics – Gender and Age
- Used devices
- Most active days and hours
All of this information is shown on the Overview page
Gathering information from Discovery Report #
From the website’s Discovery Report, you will collect the following information:
- How many new clients reported finding us as ‘Web Search’
Combine this information with Investment, and find the cost of each new client coming from Google Ads (Investment/New Client)
Getting info from Google Analytics #
From Google Analytics, go to Aquisition > Google Ads > Campaigns, and you will collect the following information:
- Bounce Rate
- Pages / Session
Getting info from GMB Insights #
From the GMB Insights, you will collect (via screen shot) the following information:
- How customers search for our business
- Where customers view our business on Google
- Customer actions
Putting all together #
Combine all the gathered information in a report.
Whenever possible, compare the results of the month with the previous one, so you can better visualize the success of the campaign and spot where adjustments and improvements can be done. At the end of the report, write your conclusions and suggest the next steps!
Here is an example of a report: Google Ads report
The reports should be saved on Google Drive > Marketing > Google Ads
Tip: as the Google Ads are currently being done in Google Slides, don’t forget that, before updating the information in a document, first go to File > Make a Copy to duplicate it!
