Search Marketing - Course

Display Advertising

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Google Ads Reporting

Digital Marketing Lessons

Display Advertising
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Digital Marketing - Study Notes:

Predefined reports

Within Google Ads, we’ve got several predefined reports. These can be created using the Google Ads Report Creator. They can be pivoted. We can look at certain reports around our dimensions like our topics, our audiences, our contextual keywords. We can filter our reports on an ad group level and indeed on a campaign level and segment any of our metrics. It is important, like any reporting, to adjust your date range. When using the report builder, we can decide whether we want to use a chart, just a simple table, or we can use a graph, a pie chart, or any other of the predefined options within there. We also might want to download Excel and do it in that, depending on how we’re reporting or indeed push it to our data visualization tool like Google Data Studio and visualize it there.

Analyze performance

In order to understand what kind of metrics we want to use, there are some predefined options within the Google Ads interface.

  • Performance metrics: These are our impressions, our clicks, our CPM, our cost, and standard stuff like that.
  • Viewability metrics: We have viewability impressions, which would be around the average viewable CPM or the average view rate.
  • Conversion-based metrics: These include conversions, cost per conversion, or conversion rate, but within that, we also have those display-specific conversion metrics like assisted conversions or view-through conversions. View-through conversions are what Google calls post-impression conversions. This occurs when someone sees your ad but doesn’t click, but then converts later down the line using a different methodology.
  • Competitive metrics: These enables us to see where we sit in terms of our impressions versus the competition, who are trying to bid for that market.
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Cathal Melinn

Digital Marketing Manager @ Digital Marketing Institute

  • 13 years’ experience in search and display
  • Worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical
  • Moved to the world of agency in 2010 as Head of Search and Online Media for five years 
  • Currently working at the Digital Marketing Institute as a Digital Marketing Manager
  • Previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC
Cathal Melinn

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.

ABOUT THIS DIGITAL MARKETING MODULE

Display Advertising
Cathal Melinn Cathal Melinn
Skills Expert

This module introduces the key concepts involved in display advertising. It covers the advantages of different types of display platforms and demonstrates how to set up a display advertising campaign. It also explores the key considerations for targeting and bidding in a display advertising campaign, and how to report on and optimize campaign performance.

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