Use Microsoft® Excel™ to Read AdWords Reports
The most overlooked section of Google AdWords is the Report Center. Google provides great reports that you can use to easily discover what parts of your pay per click advertising campaign is yielding profits, and which parts are a ROI nightmare.
Here is a breakdown of the most useful reports that a majority of advertisers can use to improve their search engine marketing campaigns:
| Name of Report | What is it used for? |
|---|---|
| Keyword Performance | Performance of Keywords broken down at the Campaign or Ad Group Level |
| Ad Group Performance | Performance of Ad Groups over time |
| Ad Performance | How a particular set of ads performed in a campaign or ad group |
| Search Query Performance | Which keywords triggered the ad. (A much better report is available for users of Google Analytics.) |
| Placement Performance | For users of the Content Network, shows which sites your ads were displayed and how they did (not a comprehensive report at all!) |
Google AdWords Advertisers should make use of these reports to read the data and analyze them, especially their performance over time. Not tending to your ad words reports will cause severe trouble to your campaigns, and their performance will most definitely suffer as a result.