Building An Automated PPC Spend Tracker In Google Sheets
We'll showcase an application of Google Sheets to solve a problem in a way that saves time while revealing actionable insights.
A new year means a new start, if you haven’t been utilizing the dimensions tab to date you have been missing out! The dimensions tab provides you with the opportunity to do a lot of top level analysis, moving away from just looking at your campaign and instead focusing on the target market who are seeing your ads. This data allows you to understand your target market and work out the best way to maximize returns from that audience, it will also help you identify ways to increase your exposure or improve the efficiency of your account. The great thing about this tab is it allows you to see the data at account, campaign and ad group level.
The dimensions tab has lots of options, with this in mind I have picked out the top 5 reports I think you should be using:
1) Reach and Frequency
This report allows you to see how many unique visitors are clicking on your ads and how often those users are being exposed to your ads. It’s important to remember this is an estimate based upon sample data. This gives you an understanding of how often users are seeing your ads. This could provide multiple benefits:
If you are using labels, the dimensions tab allows you to easily see all metrics sorted by your labels. This is great if you want to easily sort your account within the adwords interface. The main way I use this is through the “Labels – Ads” tab. If you are doing ad testing across your account, you could apply different labels to the different types of ads, in the “Labels – Ads” section of the dimensions tab you would then be able to see performance by label. This would allow you to easily see how ad a is performing in comparison to ad b on a top level basis. You could see this data at account, campaign or ad group level. I have separated out a quick example below, I can easily see how many impressions my sale ads are getting in comparison to my normal ads. I have also labelled up by mobile ads separately so I can see how often these are getting shown:
As well as using this to compare ad labels, you could also do this at campaign, ad group or keyword level. For example you could label the keywords you think are “key” to the account, and then label the rest of the keywords that are less important to you with a different label. In this tab you could then see the volume of traffic you are getting for the rest of your account versus the key areas of the account easily. This report allows this data to be compared at ease.
This is a very important report, that you should definitely be taking advantage of when optimizing your account. There are lots of different time periods available to look at:
All of these time periods should be used when analyzing your data. You will be looking for:
Additionally you may want to use this information to influence the rest of your marketing strategy, for example if you notice that certain time periods work well for you you might want to co-ordinate your email marketing with this.
The geographic report allows you to see where your audience are based (based on their physical location or location of interest). This is a great tool to find out where you get most of your traffic from, where you have the highest conversion rate etc. I recommend monitoring this over multiple time periods as it may change. For example different areas might react differently to when you have a different offering, the simplest example is when you have full priced to when you have everything reduced.
To make the most of this report I recommend adding additional columns for example region and town and city. This will enable you to see the exact town where you are getting traffic from. How you use this data will really depend on your objectives. However, I normally sort by impressions and see how the traffic is behaving in areas where my search volume is high. Are there certain areas where you have a better ROI? If so, you might want to add a bid multiplier on that area, increasing your bids to increase your volume here. It could be interesting to download this report for multiple time periods and see if the areas change. For example if you open a new store, do more offline marketing, change your offering slightly etc.
5) Destination URL
The destination URL report collates all of the destination URL’s used at this level. If you have 3 ads in each ad group each going to 1 of 3 URL’s, if you looked at this report at campaign level you would be able to see performance by URL across that campaign. This could be an easy way of seeing at top level which URL’s are working best. If you have lots of destination URL’s in a campaign, this could also be an easy way to see a quick summary!
All of this data can be exported from the interface into other programs such as excel where you can analyze and manipulate the data until your heart is content!
Please feel free to ask me any questions using the comments section below!
Browse By Category
Learn 3 easy ways to quickly test out variants on low-traffic landing pages to improve performance.
Get a client services view on 10 traits of successful PPC account managers and see which are on your list!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Hero Conf Los Angeles is one short month away. And now we get to share the good stuff. Join us at Hero Conf Los Angeles, April 18-20, for 10 of the most fun and unique networking opportunities in the industry.
In light of the March Madness season it was thought that we could have some fun and review some of the previous PPC Hero articles on the best ways to utilize Excel in order to more efficiently and effectively manage PPC accounts.