Reporting, reporting, reporting – if you’re anything like me, you probably spend a decent amount of time reviewing reports and Excel pivots to make sure that everything is in check. Both AdWords and Bing Ads have a wealth of reporting formats available but some are vastly under-utilized. To be fair, one could argue that there are several underutilized reports and I would tend to agree but the three highlighted below are scarcely even discussed. Read on to find out how these reports can simplify your analyses.
The Distance Report
The Distance Report can be really valuable if you use location extensions. This report shows you the performance of your paid search visitors within varying radii around your locations. For instance, you can see the performance of visitors within .7 miles of your locations versus 1 mile, 5 miles, and so on. It’s a quick and easy way to review engagement by distance, which is especially important in site-to-store campaigns.
The Campaign (and Ad Group) Details Report
These reports are convenient for scanning many different settings and optimizations that have been put in place. Typically it would require clicking through several different pages to ensure that your i’s are dotted and your t’s are crossed but this report provides a wealth of information all in one place. There are two different reports: ad group and campaign. Both provide a breadth of information as it pertains to their respective coverage. For example, the campaign report includes: whether or not mobile/location/time of day modifiers are in place, whether or not phone numbers are active or disapproved, the number of sitelinks active, the number of negative keywords, the networks in place, the bid strategy, and the campaign stats. This can be handy if you are looking for holes in your own campaigns or if you are auditing a new account.
The Top Movers Report
This report is exactly as it sounds. It provides data for your account’s top performers. You will need to set a date and choose a comparative range. This report will show you the top ad groups and campaigns in terms of growth or decreases. You can choose to review the growth or loss in terms of percentages or amount changed. You can choose to look at cost, clicks and conversions. It’s also convenient to look at this data on the ad group and campaign tabs by using comparative date ranges and opening up the plus signs at the top of the table to see more data.
What reports do you feel are under-utilized? Let us know in the comments!
