Advanced Google AdWords™

Examining AdWords Reports to Make ROI Bid Decisions

When you run AdWords reports, you are often buried in data. The first step to analyzing the information is to use conditional formatting to put the data into a visual reference, as discussed earlier in this chapter in the section “Revenue per Click.” It can also be useful to put your ad groups into various buckets so that you can analyze similar ad groups together. Let’s examine an ad group report (Figure 13-36) and sort the ad groups into a meaningful organization.

Figure 13-36: Ad group report

You can do this analysis at the keyword, ad copy, landing page, or placement level. We will walk ...