Display campaign reports are designed a bit differently because they drive the mid-funnel and high-funnel. So the focus is shifted more towards engagement metrics versus conversions. This includes metrics like the number of pages viewed, average time on page, total time on site, and bounce rate.
Our display campaign reports also include key performance indicators (KPI's), or implement custom KPI's most closely aligned to your business objectives. Our reporting system pulls data from Google Ads and Microsoft Advertising real-time API interfaces to access campaign data.
In a display campaign, there is an increased emphasis on attribution, since display campaigns often serve to pull in upper and mid-funnel traffic, which can be overlooked when focusing only on conversions. But we also report on conversion performance and financial ratio metrics.
The ad group structure in display campaigns is used to segregate and test targeting methods, targeting configurations, ad images, and ad copy. This diagram shows ad group structure in a small display campaign.
Without the structure provided by ad groups, we wouldn't be able to evaluate the effectiveness of different combinations of targeting and ads.
Some targeting methods require multiple ad groups in order to better control and observe results. For example, when we're targeting using "custom intent" targeting by URL, we'll create one ad group per URL targeted. Placement targeting to show ads on specific websites, the same.
By using ad groups liberally in display campaigns we're able to rapidly evaluate targeting and ad quality.
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