Google Adwords : How To properly configure your dashboard
Google Adwords, recently renamed Google Ads, is a platform that can be a key part of your web marketing strategy, provided it is used well. In order to use it to its full capacity, it is essential to prioritize the information it makes available to you. In this video article, our Google Ads expert, Mary-Sarah, shows you how to configure your Google Adwords interface for more intuitive and efficient campaign analysis.
Effective Adwords management requires easy access to important data, statistics and updates that Google provides to you. Indeed, Google Adwords provides you with a dashboard full of metrics useful for analyzing your campaigns. By showing only the most relevant columns on your table, you’ll be able to save time and find your information more easily.
Which columns to define to facilitate your
Adwords management?
Google Adwords lets you choose which columns to display on your statistics table, rearrange them in the order you prefer, and save groups of columns for later reuse. But how do you choose the perfect configuration to facilitate your Adwords management? Here are the 9 columns we suggest you display:
First category: “Performance”
1. Impressions
This is the number of times your ad appears on Google, represented by the abbreviation “Impr.”. This data allows you to estimate the reach of your ad.
2. Clicks
This is the number of times a user clicks on your ad.
3. Click-through rate (CTR)
This is the proportion of people who see your ad and click on it, which allows you to assess the quality and relevance of your ad. This data is represented by the abbreviation “CTR” for the English term “Click Through Rate”.
4. Average Cost Per Click
This is the average amount you are charged for each click, represented by “Avg CPC.” This information allows you to assess the ROI (return on investment) of your advertising. If you would like to learn more about the average cost per click, you can take a look at our article “How to Budget Your Adwords”. You will also find a free tool to help you estimate your Google Ads budget.
5. Cost
This is the total amount you are charged for paid search for a campaign, ad, or even keyword, depending on the subject of your analysis.
6. Average position
This is the average position your ad occupies on the search engine results page, allowing you to gauge how well your ad is ranking compared to your competitors.
Second category: “Conversions”
1. Conversions
This data informs you of the number of people who have taken a decisive action (for example: a purchase, a registration, a call, etc.) after having clicked on your ad. However, you will need to configure conversion tracking on Google Ads before accessing this data.
2. Cost per conversion
This is the average cost you pay for each conversion you get from your ads.
3. Conversion rate
This is the percentage of clicks on your ad that result in conversion.
How to define the columns of your Google Adwords interface?
1. Open the “Campaigns” tab on your Google Ads account
2. Above the statistics table, at the top right, select the “Columns” icon
3. Then select “Edit Columns” from the menu that appears below the icon.
4. In the window that appears, select all the columns you want to display on your Google Adwords interface.
5. Drag and drop the columns in the order you want them to appear in your statistics table. We suggest that you place your performance columns first, followed by conversions. More specifically, here is the order of columns that we recommend for analysis as intuitive as possible:
6. If you wish, you can save your set of columns for reuse later. You just have to check the box provided for this purpose, just above the “apply” button. You can then name your set to find it more easily.
7. Save your preferences! They should be applied automatically in your statistics table.
That's it, the dashboard of your Google Adwords interface is perfectly ordered!
If you’ve never taken the time to reorganize your columns, this little trick is likely to transform your Adwords management process. If you want to go even further, you can take a look at our guide on how to perform an Adwords audit in 15 minutes or simply contact us if you have more questions!
