Improving your PPC Campaign using AdWords Reports

You launched your PPC Campaign, you are excited by the conversions you are receiving but you keep thinking how can I do better? Wouldn’t it be nice to be able to see a list of exhaustive reports which answer all of the quesions you may have about what works and what doesn’t? How will we do this you may ask! The answer is easier than you think. We can use the Google AdWords Demographic, Geographic and Search Query Reports. A while back I mentioned you can use the Reporting tool in AdWords to help you analyze your results. Now we are going to drill down further on the actual reports you can use!

Google Adwords Demographic Chart

  1. The Demographic Report shows the age and gender of the person viewing the site. Google Adwords has a new feature, demographic bidding. If the site knows the user’s age and gender you can gear or not gear your Google ads to a specific target group. The end result is you now have the power to direct your ads to a much more quality group. Yes you may have less clicks but your conversion leads will probably increase. I’ll explain another day how you can bid on a demographic group.
     
  2. The Geographic Report drills down to the city/town, province/state and country of the person who visited your site. This information is based on their IP address. What’s great about this report it is a quick way to verify if your ads are being seen in the city/country that your chose in your campaign settings. Say you are not sure which city to target your ads to, why don’t you start at the national level for a month. Use the Geographic report to zone in to which cities are clicking your ads. You can adjust your campaign settings to the most converting cities!
     
  3. The Search Query Report gives you the exact work or group of words used when completing a Google Search. This is my personal favourite report. In addition to the keyword used you will also view the Google Ad Text and your destination URL for each impression, click and conversion. The detailed report will let you see at a glance which keywords and ads are converting. There are times your client will ask you have a split landing page or ad. With this report you are able to determine what type of traffic From here you are able to adjust your keywords and ads for better conversions.

All the reports include the number of impressions, clicks, conversions and cost per conversion. You can choose which Campaigns and AdGroups you want as well as the time period. Don’t forget you can have the reports emailed to you either daily, weekly or monthly. The reports can be exported to an excel format which allows you to graph your results for a visual presentation.

How will you use this PPC Report information you may ask?

You will know where to put the focus on your marketing campaign. Many of our clients at our Toronto, Canada based headquarters at TechWyse Internet Marketing are requesting these specific reports. You may redesign your PPC landing page as more females visit your site than males. You may discover that your French Campaigns have more people from Ontario than Quebec searching for your product. The Geographic report is becoming a popular requested report from our clients that have National Campaigns. With these results we are able to gear our AdWords PPC Campaign through PPC Silo Mapping geographically. We know which cities we need to target our ads, which in turn gets us better conversions.

I believe the more knowledge you have the more power you have to make the necessary changes to improve your online marketing campaign. It doesn’t matter the purpose of your website the Geographic, Demographic and Search Query Report can give you the extra edge you need to move your online campaign forward.

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