Tracking Google Search Ads account performance can be a hassle.
A pretty neat instrument, that can help do it is – DataStudio from Google. It’s a pretty powerful instrument every marketer should at least know about.
I personally use Google DataStudio for Level 1/2 analysis of search ads performance. It gives me the better understanding how the account is performing overall and whether it needs immediate attention or not.
Usually my DataStudio report has 2 main dashboards:
- Status Check
“Status Check” Dashboard
The name says it all – this view helps me to better understand how the account has been performing during the last 30 days and what are the trends.
At a quick glance I get the general information about account performance, spend, ad position, conversions and most converting campaigns.
After checking the general 30 day stats, I want to know more details.
One of the keys of successful search campaign are keywords. This is also the area of my main focus. The numbers I’m looking at:
- Cost per conversion
- Bounce rate
- Quality Score
- Cost (ad spend for the period)
As a rule of thumb I select the most problematic KWs and deal first of all with those, that have the biggest ad spend.
Some supporting data on this dashboard helps me to make decisions.
- General Google Ads stats
- General Google Analytics stats
- Conversions by ad groups
- Impression share
If the account is performing according to KPIs – good.
If not, then I dig deeper using this mindmap.