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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Creating filters to customize reporting

Filters can help you further slice your reports to identify areas of improvement or to analyze how certain sets of campaigns or strategies are performing. For example, you may wish to filter out in your reports poorly performing keywords, evaluate how branded versus not branded campaigns perform, or analyze ads featuring special promotions.

Getting ready

You'll need to name your campaigns by using common terms that will help you filter. For example, name all campaigns that do not include non-branded keywords with NB. Alternatively, you can create labels to group certain campaigns together and apply a label to each campaign that should be included.

Evaluate your goals, such as desired CPA and maximum CPA you ...

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