How do we know what our Google ads are like?
You’ve applied to a Google advertising agency to advertise your site on Google, and they’ve launched your campaigns. But how do you know what your campaign is about? How do you know how much it cost, how many times your ad has been displayed and how many entries you have received? How do you know what returns you’ve got and how much you have to spend to get more sales?
Fortunately, Google Ads has a very advanced reporting system that provides you with complete and accurate details of the status of your campaigns.
Remember that one of the most important tasks an advertising agency does for you is to report on an ongoing advertising process, and it is your right to make this request. In the following, we will review the methods of reporting from a Google Ads account.
Direct access to Google Ads account
Nothing is more appealing than having direct access to the Google Ads panel! This way, you can ask the person or company providing the Google Ads service to give you direct access to the Google panel.
This access is given in 4 levels of email, only display, standardization, and data management. These are what the 4 levels entail:
Email Level (Email Only): This is for when you want to receive all kinds of campaign reports in your email.
Read-Only level: Only allows you to view your campaign details and you will not be allowed to make changes.
Standard level: In addition to viewing the campaign process and all its details, you can also apply the changes you want. This method is recommended when you are familiar enough with Google Ads.
Admin level: It is the same as standard access, except that you can connect your Google Ads account to other digital tools (Google Analytics, Google Play Store, etc.) and manage the access of other system users.
The table below shows all types of access levels with the facilities that each level provides you.
Of course, some companies may not give you direct access to your account. In this case, your minimum request should be that the campaign reports be emailed to you daily. Some companies may have designed an interface panel to get the necessary information and changes from you.
Of course, you do not need access at the management level. The standard level is the best level that can meet all your needs.
What’s new in Google Ads panel?!
The most important thing to do after launching in Google Ads is to know what happens to your ad. Once you have access to your account, you can view all types of reports.
When you enter the Google Ads panel, the first thing you see is a number of different info cards. These cards show you the types of reports based on the type of campaign and ads.
Of course, in the beginning, since you do not have data yet, you do not see any specific information. But over time, more and more cards are added. Recently, Google Ads allows you to make changes through the same cards.
Information display graph
One of the first and most important parts to see the report is the first page of your account. On this page, you will see a chart. The information in this chart changes depending on the campaign or ad group you select from the left panel.
In this chart, as you can see in the figure below, you can compare 4 different indicators.
Information display table
Below the graph is a table that is the most important part of your panel reporting. The information in this table will also be updated according to the campaign you choose.
In fact, whatever level you choose (campaign, ad group, ad text, etc.), your charts and graphs display the same level of information.
Use Google Ads reporting feature
In addition to the information that you see in the Google Ads panel, there is another very powerful and complete possibility for reporting in the Google panel. Just enter the Reports section. There is no report in this section that you want and leave empty-handed!
Some of these reports are already prepared and by selecting each one, you can view the output of the report and send it to others if needed.
The interesting part of the story is here! You can create a variety of reports in different ways and put as many as you want in the report columns. Bar, table, circle, etc. reports are waiting for you.
Receive periodic reports by email
If for any reason you do not have direct access to your Google Ads panel, you can still ask your Google Ads service provider to send you a full report of campaign status to your email.
This submission can be done daily, weekly, monthly or any day of the week that you are interested in. Email access is sufficient to receive these reports.
The report sent to your email can have different formats (pdf, CSV, XML, etc.). After opening the report, you will see several columns, each of which provides you with specific information. For example, in the clicks column, you can see the number of clicks you received on each keyword.
Keep in mind that the information received in your report can also be changed. For example, your report may not have a quality score column. In that case, just ask your Google Ads service provider to add this column to your reports.
So even if you do not have direct access to your Ads panel, do not worry at all because you can be informed of the latest changes in your advertising campaign on a daily basis.
Use other analysis tools
In addition to the features that Google Ads provides directly to you, there are other analytics tools where you can enter your Google Ads campaign information.
Of course, to connect your account, you need to have the necessary access to the Google Ads panel. In the following, we will review the most important of these tools together.
Connect Google Ads to Google Analytics
You can link your Google Ads account to your site analytics account and check your login statistics.
In this case, you can check all the details of the campaign and even the conversion rate of the ad in Google Analytics. Of course, for this purpose, you need to have access to both Analytics and Google Ads accounts at the management level. After receiving the access, all you need to do is log in to your Analytics account and select the Google Ads connection in the Product linking section.
After that, all your Google Ads account information will be visible in the Acquisition section and in the Google Ads menu.
Other Analysis tools
Apart from Analytics, which is also one of Google’s services, there are other tools (Third-party) that you can connect to your Google Ads account and analyze your campaign information on them.
The most important of these tools are Firebase, Adjust, and Salesforce.
For example, the Adjust tool is one of these analytics tools for installing a mobile application that you can connect to your Google Ads account to get the data you want from Google Ads and view it in your dashboard.
What are the important things to know?
It has long been said that a businessman should be in charge of his own business. This sentence is very true. You need to know what is going on and how your capital is being spent. Fortunately, Google Ads provides all the details of the campaign in complete transparency. Here are the things to look for when selecting yours.
Always check costs
See how much each campaign, ad, and even keyword has cost you. Do we need to reduce this cost or not?
Check the conversion rate
See how much each word, ad and campaign has brought to you the end customer. Do you have any words that just cost you money? So, you have to stop them. Of course, when you use automated pricing strategies, Google Ads tries to optimize pricing.
Also, check the amount and profit of the sale
We have already said that you can also send the sales of your products to Google Ads as a variable.
By doing this, you can see how much each word has now sold, but how profitable it has been for you. This is the most advanced level of optimization in Google Ads. Of course, if you use the Target ROAS strategy, Google Ads is responsible for optimizing these words.
Check other indicators as well
Almost all the information you see in the Google Ads panel is important and can help you. Check the click-through rate and make sure it is not low. Be sure to check the quality of the ad and make sure your words get a high score. In addition, you have other variables that are not bad to get acquainted with over time and use them where necessary.
Keep going until the last drop of your money!
Finally, we recommend that you check your account regularly. You can make the right decisions when you have enough information. Google Ads gives you all this information, provided you can use it properly.