Thanks to Search Engine Land you can now navigate the AdWords interface and uncover some buried gems to enhance your reporting. Utilizing the following reports will provide insights on how to further improve your accounts.
Demographics on the Display Network
How to Find It: “Shared Library > Audiences > and then click into one of your existing Rule-Based remarketing audiences.”
This report shows the composition of your audiences by demographic. Understanding your audience can be useful when developing personas and can help you determine who may be best to target on the Google Display Network, what sort of messaging to use in ad text, and value propositions to highlight on your landing page
Top 10 (And Top 500) Visited URLs With Remarketing Tags
How to Find It: “Shared Library > Audiences > on the top right of the page, click the “View Tag Details” button > click the text “Your AdWords tag is active” text toward the top of the pop-up.”
This report shows which pages are generating the most people for your remarketing list(s). Running this report is a good way to find pages – or even whole subdomains – that should, but don’t, have the remarkting code on them.
Main Sitelink Feed
How to Find It: “Shared Library > Business Data > and then click into ‘Main Sitelink feed.’”
This report can be used to find sitelinks that haven’t been updated to reflect new destination URLs, copy changes, or even tracking code changes.
How to Find It: “Tools > Conversions”
This report is important because it provides you with a fast, easy way to look at the different types of conversions you are tracking and the amount of times they are converting. This report can also be utilized to track the repeat rate, which can help you determine if you have been counting duplicate leads, which are likely of no value to you if you are tracking leads, not e-commerce sales.
Conversion Web Pages
How to Find It: “Tools > Conversions > then click in to one of your web-based, listed conversion names.”
This report is great because it shows you what pages on your site are tracking conversions. A review of this report will enable you to find pages that should have your conversion code on it, but does not, and pages that should not, but does.
Search Funnels Time Lag
How to Find It: “Tools > Conversions > and then click “Search Funnels” in the Left Navigation > Click ‘Time Lag’ in the left navigation.”
This report helps you understand your conversion latency – how long it takes someone to convert. You can see if the majority of your conversions happen on the same day that the user clicks on your ad or if they are more likely to convert later; for example, 30 days later. If you find that your conversion window is large you will want to consider allocating part of your budget to remarketing.
For more info on these buried gems head over to Search Engine Land.