SEO

Google Ads Report Editor: How to Use This Tool for Effective Client Reporting

Don't spend longer than you need to on client reporting. Maximize their budget and your productivity with Google Ads Report Editor—here's how.

Whether you have an outsourced advertising agency or an in-house team, Google Ads Report Editor streamlines your manual reporting processes. From template-based reports to customized ad campaign metrics and user-friendly dashboards, you shouldn’t spend more time than you have to—especially if it’s on a monthly or quarterly basis.

Learn more about the Google Ads reporting tool and how you can leverage it to scale your client’s business more successfully.

How to Use Google Ads Report Editor for Client Reporting: A Step-by-Step Guide

Previously known as Google Adwords, the Google Ads Report Editor is software that automates and improves your search engine (SEM) marketing reporting processes via template-based features and customizable dashboards. For experienced SEM marketers, you can also create your own reports from scratch.

Below is a step-by-step guide on how to use Google Ads Report Editor for clients.

Select the Ads Report Type You Want Insights On

Before you start, confirm which Google Ads performance report you want to create for your client. There are four automated report templates, each with unique metrics they measure about:

Account Performance Report

Credit: Google Help

The account performance report measures the financial health of your client’s Google Ads account. It includes their ad budget, account billing, campaign clicks, and impressions. However, it also displays conversion metrics, like return on ad spend (ROAS), revenue, and conversions. 

This report provides a monthly account overview of how successful your client’s advertising investments are via performance-based metrics compared to their competitors. 

Ad Group Performance Report

Credit: Google Help

The ad group performance report measures how relevant your client’s keywords and ads are within a specific campaign or ad group. Like the account performance report, it also shows conversions, clicks, and impressions, but for specific ads versus a general overview. 

This report is generated daily or weekly, with multiple filters available to review the ad group performance on a deeper level. You can filter by ad type, campaign type, advertising channel, the ad group the ad belongs to, and more.  

Campaign Performance Report

Credit: Google Help

The Google Ads campaign report measures your client’s campaign success based on ad groups and keyword performance. It displays metrics like ad impressions, clicks, click-through rate (CTR), estimated conversions, and average cost-per-conversion (CPC). 

This report is best for determining the success of your client’s ads within a specific group or campaign for optimization opportunities and strengthening conversion rates. 

Keyword Performance Report

Credit: Google Help

The Google Ads keyword report measures the performance of all the keywords used in your client’s account. It displays metrics like clicks, impressions, CTR, and average ranking position for a specific keyword and period. 

This report is best for monitoring keyword performance and which ones convert the most leads. It ensures the target keywords used for each ad campaign remain relevant to Google’s ever-changing algorithm and SEO trends. That way, you can discover keywords that aren’t driving traffic and optimize them for better results. 

Search Term Performance Report

Credit: Google Help

The Google Ads search term report determines which queries generate ads on the search engine results page (SERP). It displays metrics like ad clicks, impressions, and CTR.

The difference between the keyword performance and search term report is the data provided. Search terms are the specific phrases people use when shopping or searching for services online. You can use this to create ad and landing content that’s shown to trigger ads in the SERP. 

Keywords don’t show ad triggers. They display how many people use it to shop or search for services online and how difficult it’ll be to rank for it in your ad campaign. Additionally, if your clients have dynamic search ads, keywords aren’t used for these campaign types.

This report is best for generating weekly or monthly to stay up-to-date with your client’s campaign search term performance. It ensures you use queries that trigger ads in the SERP while using data-driven strategies for campaign optimization. 

Understand the KPIs You Want to Share

When providing ad reports to clients for Google PPC efforts, consider their goals to determine which KPIs you want to share. It’s key to report on specific metrics relevant to their bottom line and ad campaign strategy to measure its success efficiently. 

Average CPC (Cost-Per-Click)

Average CPC shows how much your client paid for each ad click and their budget’s effectiveness based on what this metric measures. It’s calculated by dividing the total cost of clicks by the number of total clicks. 

Average CTR (Click-Through Rate)

Average CTR is the number of people who clicked through the ad’s call-to-action CTA). It measures how successful the ad’s engagement was in encouraging people to learn more about your offer.

Campaign Overview

If you have clients with multiple Google Ads campaigns, this metric provides an overview report of which ones were the most successful comparably. It’s the first dashboard you see when logging in and displays metrics like impressions, clicks, CTR, and more. 

What makes this metric unique is that it also shows diagnostic insights of your ad campaigns. It spots specific issues that may contribute to your ad not generating conversion and even offers tailored recommendations. It skips the legwork of analyzing vast amounts of performance data so you can fix it faster. 

Conversion Rate

Conversion rate is the average percentage of people who click into the ad’s CTA and become a customer as a result. It measures the campaign’s overall success because it contributes to your client’s ROI based on their ad spend.

CPC (Cost Per Conversion)

CPC is how much your client paid on average for each ad conversion. It measures ad campaign profitability by calculating how much revenue they generated after conversions and the costs they paid for them.

Impressions

Impressions are how many people your ad was shown to. It measures brand awareness and market reach, so your client understands their campaign’s visibility scale for their target audience.

Quality Score

Quality score is a unique metric specific to Google Ads Report Editor that measures the relevancy of your ad group’s keywords, ads, and landing page. It determines how your client’s ad campaign strategy should look by comparing it, on average, to their competitors.

Your ad quality score is measured on a scale from one to 10 and calculated by several factors. These include your client’s expected CTR, landing page user experience, and ad relevancy based on your target audience demographics.

Look for Reporting Trends & Opportunities

Google Ads reporting software is comprehensive. Not to mention, the wide range of metrics it provides can be overwhelming to clients who aren’t PPC-savvy. Don’t just share the report with a long list of data. You should also explain what these numbers represent.

When creating Ads reports, analyze them for common trends and opportunities to make data-driven campaign decisions for your clients, such as:

  • Consistent negative and positive performance metrics over a specific time to forecast future ad performance
  • Comparison of historical and new ad campaign performance data to determine what was successful for optimization opportunities
  • Review of real-time data to discover ad performance issues and successes quicker to better meet campaign goals with cost-effectiveness

Your clients invest in PPC and rely on you to translate Google Ads jargon into digestible data. These reporting practices help them understand their campaign performances more easily while seeing the value in the services you provide.

Spend Smarter On Your Ads, Not Harder: Optimize Your Campaigns with PPC Pros

The last thing your client wants is to see their advertising budget wasted from poor campaign performance. Leave it to the PPC pros to maximize your success. 

At Reach Marketing Pro, we’re a full-service digital agency with extensive experience in all aspects of Google Ads and customized reporting to focus on metrics that matter for your client’s bottom line. We’ll show you what’s working and not every month to optimize your ad campaigns for better results. 

Our in-house team of PPC experts, graphic designers, and copywriters customize ads and landing pages to ensure the full cycle of their ad campaign is unique to their brand.

Ready to generate greater returns on your clients?

Learn more about our SEM marketing services or contact us today! 

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