The business whether operating physically or on the internet has a management structure in place. It includes the top management and the lower management. The top management of any business demands reports of the activities taking place in the business. The executives in the top management rely on the reports made by the employees. It helps them to see at glance the status of the business from which the top management makes strategic decisions for future.
Similarly, for businesses that are conducted online, there is an Adwords campaign report which includes reports based on different factors. They consist of Ad performance, Ad Group Performance, Demographic Performance, Geographic Performance, Search Query Performance, Keyword Performance and Reach and Frequency Performance.
Apart from the above-mentioned reports, there are other reports that have gained importance in recent years and are widely used by the online enterprises. They are outlined below.
This report is one of my preferred reports. It comprises of the account running advertisements on the content network. These types of advertisements are mostly of B2B nature or the company not focusing on the teenagers. The role of the placement performance Adwords report is to extract the vital information on the performance of the partners on the content network. It is widely observed that the usage of the report is excellent when there is conversion tracking set in motion on the Adwords tool. There are some steps involved in the placement performance report.
- Make sure that the report is in use for the last three months or more. If the conversion tracking is not in place, it is necessary to confirm the source of the impressions you are receiving.
- Classify the various columns for impressions in order to start with column that possesses the most impressions. Identify the top results and check out the ones that are transforming into clicks. It will come to your attention that it is the domains that is increasing the impressions rate and not the click option.
- The next step is to identify the domains that are not transforming into clicks and make a list of them. In this way, you can reflect these domains as negative site matches in the campaign you are running.
- Try to make sure that report is conducted once every month. Running the report every week would be futile task as it will not have enough data to support your action.
This is the other important report that is used online. Through this report, you will be able to determine the amount of traffic that has diverted due to various bids. This report is known as the Campaign or Account Performance report. It only reports those elements that are on the decline.
This is considered to be the final report under the Adwords report. It is used in particular situations. It tracks down the keywords, which have their own URLs, by assessing their performance at the back end of the system.