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Tell a Story That Translates Reports Into Action - Google Best Practices

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Google AdWords is now Google Ads. Click here to learn more about our new advertising brand: blog.google/technology/ads/new-advertising-brands/ Your reports need to be both actionable and compelling. If you have someone that signs off on your AdWords strategy, make his or her decision easy by creating the right kinds of reports: those that tell a story. This video covers three ways to do that: 1) Filtering your analyses and reports to focus on high-value areas 2) Segmenting your analyses and reports to highlight differences at every level of your account 3) Creating line, bar and pie charts to better visualize your data Check out the full video series: Frame your analyses around what success looks like for you (https://goo.gl/JRrrbp) Give analyses the appropriate context (https://goo.gl/gWKniR) Tell a story that translates reports into action (https://goo.gl/OxwOvL) Tailor reports to be uniquely meaningful to your needs (https://goo.gl/cYS0rX) Want more? Get the full guide and checklist here: https://goo.gl/hBmBTk Want to get Google's official Best Practices right in your inbox? Sign up here: https://goo.gl/rQr7to Ready to find actionable insights with AdWords reporting? Go here: https://goo.gl/fgq6X2 To get more AdWords Best Practices, go to g.co/GoogleBP ____________________________ 00:06 Hello the internet and welcome to our ongoing series all about special reporting in AdWords. My name's Sean Quadlin, I'm a product marketing manager focusing on SEM best practices. And right now, we're going to talk about telling a story with your reports. Now your reports need to be both actionable and compelling. If you have someone that signs off on your AdWords strategy, make her decision easy by creating the right kinds of reports - those that tell a story. We're going to cover three different ways to do that. (1) Filter your analyses to focus on high-value stuff. (2) Segment your analyses to highlight differences. (3) And then create line, bar and pie charts to better visualize your data. 00:41 To start you want to filter your analyses and reports to focus on high-value areas. AdWords has a ton of data and a big part of good making sense of everything that's available. Filter your reports to focus someone's attention. Think about what you care about and filter out the stuff that you don't. At nearly every level within AdWords, you can apply thoughtful filters to shed new light on your performance. Filters based on volume remove clutter. Filters based on things like campaigns or networks can make your insights more meaningful. Whatever your needs are, there are filters that can help make your reports more straightforward. 01:15 Next up, segment your analyses and reports to highlight differences within your account. While you use filters to eliminate unnecessary data points, use segments to unpack differences in performance that may be hiding in larger aggregate numbers. Through segments, you can identify efficiencies to exploit, and inefficiencies to improve upon. Segments are a great way to avoid interpreting data incorrectly. Averages and totals can be instructive, but they can also obscure a true actionable insight that's buried in a bigger set of data. Highlight the differences that exist across different segments and use those differences to craft a story about what steps to take next. Even as simple as 'day of the week' can be really insightful for you and your analysis. 01:57 Finally, create line, bar and pie charts to better visualize your data. While numbers in the AdWords interface may have a certain appeal to certain people who spend all day in there, like myself, different audiences are going to have different expectations about what looks nice. Adding visualization can be a crucial step when it comes time to prove a point. Take what might be immediately apparent to you in a DataTable and transform it into something with universal appeal. Use charts to turn your data into a story that anyone can understand and act on. Use the report editor to create line, bar and pie charts - all of which are going to be easier on the eyes than a spreadsheet. Make your report that much more compelling. Not only are charts good for communicating insights you've discovered in a table, they can also be a great place to start the diagnosis process. Any differences or trends will stand out that much more. 02:45 To recap how to tell a story with your reports and translate it into action: (1) filter them for high-value areas, (2) segment to highlight differences within your account, and finally (3) create visualizations to make it a bit easier on the eyes. Thanks for watching this video and please check out the rest of our series.
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Text Comments (4)
David Connelly (2 years ago)
Ripper!
William Matar (2 years ago)
I advertise a lot in Adwords.. but adwords is being more and more complicated to set a right campaign.. in these times people needs more rush things and simplifying the install of ads campaign...
Dave Davis (2 years ago)
Loving this series! Would love to see a detailed video/HOA or series all about reporting and building visualizations/dashboards.
Google Ads (2 years ago)
Thank you, Dave! That sounds like a great idea for a new series. We'll pass it on to the team. :) -PB

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