Running AdWords Reports

Overview of AdWords Reports

You can run a wide range of reports on the Campaigns tab to keep track of your ads' performance. Choose whether you'd like the report to run only once or whether you want the report to be automatically generated and emailed on a daily, weekly, or monthly basis.

Available report types include:

•Account performance

•Ad performance

•Ad group performance

•Campaign performance

•Demographic performance

•Destination URL performance

•Geographic performance

•Keyword performance

•Placement performance

•Search term performance

For general performance statistics on your display campaigns, you should run ad group, campaign, or account reports based on your preferred level of granularity.

We also recommend that you regularly run placement reports to stay updated on the sites where your display ads are showing. Insight into your performance on each placement will allow you to make informed decisions regarding where to invest your display advertising budget.

The ad report gives you insight in to the actual performance of your individual display ads. With this report you'll be able to see basic statistics for each individual ad creative, giving you insight in to which ads are performing well and which are not. When you run this report, be sure to choose the appropriate ad variations.

Learn more about running AdWords reports

Campaign Reports

The Campaign report within the AdWords interface shows performance metrics aggregated at the campaign level. Use this report to compare performance among your campaigns, or to see high level impact of optimizations on a campaign.

Campaign-level metrics such as clicks, impressions, average CTR, average CPM, average CPC, conversions, average conversion rate, or average cost/conversion can help to identify campaigns that are meeting your performance goals and to identify campaigns that need to be optimized.

View results weekly, daily, or hourly to understand how campaign level metrics have changed over time, or if they've been impacted by changes to your campaign.

Placement Performance Report

The Placement Performance report provides site-level performance metrics for ads running on the Google Display Network, and can help you reach your marketing objectives by giving you increased transparency into your display campaign's performance. Use this report to help you manage your campaigns and reach your ROI objectives for the Display Network.

When taking action on information provided in the Placement Performance report, we recommend you rely on conversion data to guide your decisions. This will help you understand how individual sites are converting for you, which is a more meaningful metric for evaluating performance on the Google Display Network than other metrics, such as clickthrough rate (CTR).

Below are some suggested use cases for the Placement Performance report:

•For sites that are meeting your ROI objectives, consider targeting them specifically through managed placements.

•For sites that are not meeting your ROI objectives after having accrued significant traffic, consider lowering your bid on these sites or excluding them from your campaign with the Site and Category Exclusions Tool.

•If you find your ads are appearing on irrelevant pages, take steps to optimize your keywords and ads. Consider adding negative keywords to refine your ad targeting.

•Identify sites that are converting well for you and consider allocating additional budget to these placements. Use our Display Network bidding feature to adjust your Display Network bids separately from your search bids.