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google ads report creating

Google Ads Report Checklist*

*Section 1: Campaign Performance**

Check overall campaign performance metrics (impressions, clicks, conversions)

Analyze cost per click (CPC) trends

Review click-through rate (CTR) for ads and keywords

Evaluate conversion rate and cost per conversion

*Section 2: Ad Group Analysis**

Assess the performance of each ad group

Examine impressions and clicks for each ad group

Evaluate the CTR and conversion rate for each ad group

Check ad group-level metrics such as quality score and ad relevance

*Section 3: Keyword Analysis**

Review keyword performance metrics (impressions, clicks, conversions)

Analyze keyword-level quality scores and ad relevance

Assess the average position of keywords

Evaluate keyword performance based on match types (broad, phrase, exact)

Analyze keyword bids and look for opportunities to bid more competitively

Examine search terms report for keyword optimization opportunities

Analyze keyword performance for different devices

Review average cost-per-click of keywords

Investigate keyword cannibalization and duplication

Identify keyword opportunities for expansion and contraction

Monitor keyword performance over time

Compare keyword performance across different geographic regions

Analyze the effectiveness of keyword ad extensions

Analyze keyword performance in different networks (Search, Display)

*Section 4: Ad Performance**

Analyze individual ad performance (impressions, clicks, conversions)

Evaluate CTR and conversion rates for each ad

Check ad copy variations and performance

Assess ad extensions' impact on performance

*Section 5: Device Analysis**

Review performance metrics for different devices (desktop, mobile, tablet)

Analyze differences in CTR and conversion rates across devices

Assess the impact of device bid adjustments on performance

*Section 6: Geographic Performance**

Examine performance metrics by geographic location

Analyze differences in impressions, clicks, and conversions across regions

Assess the effectiveness of location bid adjustments

*Section 7: Network Performance**

Review performance metrics for Google Search Network and Display Network

Analyze differences in impressions, clicks, and conversions between networks

Evaluate the performance of display ads and banner ads

*Section 8: Ad Schedule Analysis**

Assess performance metrics by different time segments (hour of the day, day of the week)

Analyze differences in impressions, clicks, and conversions based on ad schedule

Evaluate the effectiveness of ad schedule bid adjustments

*Section 9: Landing Page Analysis**

Review landing page performance metrics (bounce rate, time on page, conversions)

Assess landing page experience based on quality score

Analyze differences in performance for different landing pages or URLs

*Section 10: Budget and Cost Analysis**

Evaluate budget utilization and overall spend

Assess cost per click (CPC) trends and fluctuations

Analyze cost per conversion and return on ad spend (ROAS)

Review any budget constraints or limitations

*Section 11: Competitor Analysis**

Analyze competitive metrics such as impression share and average position

Evaluate the performance of competitor ads and keywords

Assess any changes in competitor strategies or market share

*Section 12: Recommendations and Next Steps**

Summarize key findings and insights from the report

Provide recommendations for optimization and improvement

Define actionable next steps based on the analysis conducted

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