PPC Campaign Performance

Search Campaigns Reporting Sources

Shopping Campaign Web Analytics

To configure search campaign web analytics, we link the associated Web Analytics accounts with the PPC ads account(s). We also configure an Analytics profile that’s set up to support monitoring and analysis of the paid search campaigns.

This will include Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Account, and similar Microsoft Advertising Accounts.

We may likely also request a login to the backend (Administrative access) area of your website.  Typically this is needed when we anticipate installing plugin’s such at the GTM plugin, or a call tracking plugin.

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Search Campaigns Reporting Sources

Video Campaign Web Analytics

To configure video campaign web analytics, we link the associated Web Analytics accounts with the PPC ads account(s). We also configure an Analytics profile that’s set up to support monitoring and analysis of the paid search campaigns.

This will include Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Account, and similar Microsoft Advertising Accounts.

We may likely also request a login to the backend (Administrative access) area of your website.  Typically this is needed when we anticipate installing plugin’s such at the GTM plugin, or a call tracking plugin.

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Search Campaigns Reporting Sources

Display Campaign Web Analytics

To configure display campaign web analytics, we link the associated web analytics accounts. This will include Google Analytics, Google Tag Manager, Google Search Console, and any similar Microsoft Advertising accounts.

We may also request a login to the backend (administrative access) area of your website.  Typically this is needed when we anticipate installing plugins such as the GTM plugin, or a 3rd-party call tracking plugin.

Google Tag Manager places a container on your website which facilitates the installation, removal, and modification of other tags, without requiring modification to the site itself. Its capabilities go well beyond that.

Google and Microsoft search console account(s) contain organic search queries and search engine crawl data, along with other information that can be helpful to campaign optimization.

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Shopping Campaign Reporting

Shopping Campaign Reporting Setup

Our shopping campaign performance management reports are designed to fit your eCommerce business objectives, product line(s), and campaigns. We include standard key performance indicators (KPI’s), or we can implement custom KPI’s most closely aligned to your business objectives.

One difference with our shopping reporting is our segmented performance tables. Many shopping campaigns advertise thousands of SKU’s so it can be quite helpful to view performance in tabular form, with sorting.

Our tabular reports can be segmented and summarize performance by product line, ad group, product type, product group, or custom label parameter – whichever is most useful to your business.

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Campaign Report

Configure Video Campaign Reporting

Before launching a video ad campaign, we’ll configure video campaign reporting.

Reports for video campaigns will be designed to fit your accounts, campaigns, and business objectives.

We include relevant charts along with summary key performance indicators (KPI’s), for the reporting period and compare them to the prior reporting period.

For video campaigns, as with display campaigns, we place more emphasis on engagement parameters since video campaigns can drive a higher percentage of traffic into the upper and mid-funnel.

Ad visibility, click and conversion data, and financial performance ratios are part of the reporting.

Video campaigns can sometimes also drive low-funnel traffic (conversions) directly. When that’s the case we also report on conversion performance and financial ratio metrics.

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Google Search Campaign Reporting

Search Campaign Reporting Setup

Before launching a search ad campaign, we’ll configure search campaign reporting.

The reports will be designed to fit your accounts, campaigns, and business objectives. We’ll add standard key performance indicators (KPI’s), or implement custom KPI’s most closely aligned to your business objectives.

Search campaign reports include a summary page for each type of campaign, along with pages for each individual campaign detailed across the reporting period.

Charts showing daily campaign behavior for the reporting period, and key performance indicator summaries for the reporting period compared to the previous reporting period.

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Conversion Value Model

Conversion Value Setup For Search Campaigns

Whether a search campaign is for lead generation or eCommerce, each type of conversion needs to be assigned a value.

Here, we are focused on lead generation campaigns, which include the majority of search campaigns. For example, advertising a service business where leads (sales inquiries) are handled by a sales organization. We have a separate article about this topic for e-commerce search campaigns.

By assigning a conversion value, we are able to measure the two most important metrics for a search campaign: ‘return on ad spend’, and ‘advertising margin’. Even more importantly, we are able to inform the automated bidding system in relative terms how valuable a conversion is. So the automated bidding will be more aggressive in bidding for more valuable conversions.

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Display Campaign Reporting

Display Campaign Reporting Setup

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.

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Search Campaigns Reporting Sources

Configure Search Campaign Web Analytics

To configure web analytics for search campaigns, we link to the associated analytics accounts during project onboarding. This typically includes Google Analytics, Google Tag Manager, Google Search Console, Google Merchant Center, and similar Microsoft Advertising Accounts.

We may likely also request a login to the backend (Administrative access) area of your website.  Typically this is needed when we anticipate installing plugins such as the Google Tag Manager plugin or 3rd-party call-tracking plugins.

Read More »