As soon as you launch a campaign, you’ll want to measure its performance. This can be achieved by analyzing data that comes from the ads themselves, ad groups and keywords. To that end, you have different types of views and reports at your disposal, but I will start with the basic page (Overview) because I believe that it enables an overview of everything that is happening with your campaigns.

To begin with, on the main page you can see your total click-through rate (CTR), number of impressions (Impressions), cost per click (CPC) and total costs (Cost), and there is a possibility to display other data here. In practice, this means that you can directly monitor your conversions and compare them with the click-through rate. Unfortunately, in this case, there is no data on the achieved conversions, but I’m sure you understand what it’s about.

If you look for the icon with three dots on the right and click on it, you will be able to download this data in CSV format or save it as an image. After that, it will not be difficult for you to forward the complete report via e-mail to interested parties.

I will go down a little lower, because there are data on currently active campaigns as well as a display of keywords with all costs, the number of clicks and the frequency rate (CTR). This data can be sorted, so I will use the opportunity to open the auxiliary menu and display additional options by selecting the characteristic arrow.

At this moment, it is most important that you observe all the displayed data in accordance with their scope. This means that a relatively high frequency rate of 25% may look impressive at first glance, but if there are only two clicks behind it, it will not significantly affect the success of the entire campaign. For this very reason, it would be good to sort by clicks, because that way you will be able to better see the achieved results.

If I go down even lower, you will be able to see which searches led to the current results, which ads were most often displayed and even the representation of used devices. All of this can help you monitor your performance even better and distinguish between results originating from mobile devices, tablets or desktop computers, and the best of all is that you can sort them by price, number of impressions, clicks or some other parameter. In this zone, there is often a section that includes data on demographics, which means that they can be separated by gender, age or both criteria. At the very end, there is a graphic display that allows you to see at what time of day your ads achieved the best effect, when there were the most impressions and clicks.

So far, we have looked at all these results separately, but they can be placed in the appropriate context at any time. That’s why I will choose one of the existing campaigns and in that way show the data coming from one source. They may look familiar at first glance, because the same sections will appear on the screen, but in this case they have been filtered for a specific campaign. This is also confirmed by the information at the very top, where it says that I am currently viewing an overview of the hotel promotion campaign in the fall period (Landon Hotel | Fall Promotion).

Everything I’ve shown you in this lesson should help you gain as much insight as possible into how certain things work, because that’s the only way you’ll be able to optimize them. It is precisely for this reason that it is important to navigate through the different pages and see the bigger picture.