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Display the evolution of metrics in Adwords reports for clients

Custom range period in a section - SunnyReports - Adwords custom report

Adwords reports for clients is about to explain the Adwords performances (and your work) to your client. The report includes metrics – clicks, CTR, cost, conversion, … – for a time period. It is also interesting to add some specific sections with another time period.

The importance of the time period

Adwords is all about statistics. And period matters with statistics. You need time to see trends in your metrics and to be able to decide what to do or what to test.

If you report monthly or weekly to your client, you show him a “screenshot” of the performances during a small period. One month is enough to follow the health of the campaign. You can show to total number of conversions, the cost per conversion and you can have the ROI.

But you can’t see clearly the evolution of your strategy. The global evolution of the metrics of an Adwords campaign will not be visible in one or two months.

How evolves the CPC since you have taken over the management of this new account ? How is the evolution of the conversion since the beginning of the year ?

To answer these questions, you need to take a bigger period. That’s why we add the ability to change the period in each section of your report, independently of the report’s period.

How to set up a custom section period

We want to keep SunnyReports simple. So we add the custom period in a section with the same selector you can find in Google Adwords.

Easier management of the MCC accounts and the Adwords campaigns

We are happy to have released two changes in SunnyReports to ease the management of the hierarchy of your MCC Adwords account and the campaign field selection.

MCC Adwords account hierarchy

SunnyReports supports connection with simple Adwords accounts and MCC accounts. MCC accounts have the particularity to be able to manage several Adwords accounts. This is the type of account to use if you have to work with several Adwords account.

We recently improved the ergonomy of the “Clients” tab. Now, every level of hierarchy is easily recognizable:

there is left shift at each level,
MCC Adwords account have a blue border,
Simple Adwords accounts have a green border.

MCC hierarchy in SunnyReports

The same ergonomy is available in the select field to select the Adwords account when you create a report.

The type of each campaign in the select field

Some our users reported us the difficulty to differentiate the campaigns in the select field.

We quickly corrected this point. The type of the Adwords campaign – deleted, active or paused – is visible directly in the select field with color and font style:

Active: green color,
Paused: blue color,
Deleted: grey color and italic font style.

Adwords campaign selection in SunnyReports

Don’t wait to try these new features in SunnyReports and create beautiful Adwords client reports.

You will never loose your reports

There is nothing worst than losing his work. Even if SunnyReports allows to save plenty of time, a network bug, a misshandling could ruin your work by deleting your report. That time is over.

Your Reports are Automatically Saved

We are happy to introduce the autosave in SunnyReports. Your reports will be continously saved as soon as you have started a new one.

When you create a new report, straight away you can notice that the number of draft reports in the left column. During all the time you work on your Adwords report, it’s saved. You close the tab ? Come again in SunnyReports and you will find your work exactly at the last point you had it.

We had a tab called “Drafts”. If there is draft reports, you will notice the figure in the purple circle. You can edit the draft or dump it.

We continue to improve the ergonomy thanks to all the users’ feedback.

Winter is not coming yet, but many more features are coming.

Google could block paid search keyword data in Adwords

We learn from various sources that Google could block paid search keyword data in Adwords. It’s a tsunami in the SEM/PPC marketing world.

The news seems to have first been released by A.J. Ghergich on his site. Keyword data from paid search could go the way of organic search and becoming ‘not provided.’

“not provided”

“not provided” is the term you can see in Google Analytics since 2013 when Google started encryption in https. The SEO world was shaken by this news. But Adwords still provide the search keyword data.

Search terms queries are very important in SEO/SEM in order to understand why users are coming on your website, and precisely which queries they type to find us. It’s the base of an account optimization in Adwords. It’s an unvaluable resources to make a better Adwords campaign.

It’s a bit weird as it goes against all the Google best practises to optimze an Adwords account. To learn more about what want and do your visitors is your priority. It’s the base of the coherency of the triptych “Keyword – Ads – Landing pages”. It’s the most effective point to enhance the conversion funnel of your campaign.

Search terms queries still available in Adwords

According to sources, we will still be able to see the precise keyword from our visitors in Adwords. The change will only affect 3rd parties which were using these data. That’s a good news if confirmed.

Reports within Adwords will stay unchanged. But Google Analytics reports (for example) will now show “not provided” in place of the precise search terms.

We can question the benefit to link Analytics and Adwords if Google starts to limit the data exchange between the two tools.

Conclusion

For the moment, it’s urgent to wait for the google official annoucement. This could affect a large part of the Adwords ecosystem and could change the way we all work.

EDIT 10/04/2014

Google communicates today with a post to clarify the situation about the access to search term reports in Adwords and the 3rd parties. It’s confirmed that search terms reports, previously know as “search query performance report” will still be available in Adwords.

The AdWords search terms report (previously known as the search query performance report) lets you see search queries that generated ad clicks along with key performance data. And the Search Queries report available in Google Webmaster Tools provides aggregate information about the top 2000 queries, each day, that generated organic clicks.

http://googleadsdeveloper.blogspot.fr/2014/04/security-enhancements-for-search-users.html

They add a best practice for optimizing the landing page: to use the keyword that generated the ad click rather than the query itself.

Download the data of your AWQL query in CSV/XML

A few days ago, we released AWQL.me, a free tool to simplify the way you write an AWQL query and see the result.

We are happy to release a new feature: you can now download the results in two formats: CSV and XML.

You just have to select which format you want for the data and the file is downloaded automatically.

You can now write, check and test your AWQL queries and retrieve the Adwords data for a further exploitation in Excel for example.

Feel free to drop us a line with your feedback or to request a new feature. Have fun!