by John A. Lee, Search Marketing Manager
Last week, Google announced another round of changes for the AdWords interface. These updates mainly affected the AdWords dashboard under the Campaigns tab. In short, performance analysis tools that were previously scattered throughout the AdWords interface are now easily accessible directly from the dashboard.
Now included in the main campaign screen navigation are quick menus for segmenting your campaigns, filtering based on your own criteria, exporting the exact data you are viewing and even a quick link to the Change History tool (see the big red arrow below):
View Change History
This update doesn’t change the look of AdWords, but it is a major improvement for quickly and efficiently managing PPC campaigns. I’ll start with the Change History link. Typically speaking, when you need to review Change History, you have to click through the Reports tab, pick a date range and select the campaign or ad group you need to review. Now, when you click “View Change History” you will be taken to the Change History report with the data pre-segmented by the date range and campaign or ad group you were already viewing. Very handy and efficient.
Before this update, the ability to segment your campaigns by deleted status was sort of hidden. There used to be a link on the far right hand side that said “Filter Views.” From there you could sort by “All Enabled” or “All” or “All But Deleted.” Now you don’t have to search for it. Reading left-to-right, click the first button that says “All but Deleted Campaigns.”
This is probably one of my favorite aspects of this update. The Segment button opens a menu that allows you to change how you view your stats. Segment by Network: Google Search, Search Partners and Content Network. This isn’t new, but the rest of the menu options are. Now you can segment your data by Day, Week, Month, Quarter (and yes, you can use this for side-by-side date range comparisons!). You can also segment by Device and Click Type for those of you testing Google’s click-to-call service.
If using Google’s preset segments isn’t enough, you now have the option to filter the data by specific stats. Want to know what ad texts are generating a low CPA? Create a filter! Want to know which keywords are performing with a CPC over your maximum threshold? Create a filter! The new Filter option is a real time saver for those of us who are used to pulling massive reports into Excel and creating our own filters. Thanks to Google, now we can perform these tasks directly from the AdWords interface, make our changes and move on with our day.
If after segmenting and filtering your AdWords data you find that you still need a report – Google has made that easy to do, too! Regardless of what level you are viewing in your AdWords account (campaign, ad group, keyword, etc.), you can simply click the “Download Reports” button on the far right of the dashboard. This will automatically generate a report of the stats you are currently viewing and allow you to download in the format of your choice. No need to visit the Report Center and craft a report from scratch. Just push the button and open your spreadsheet report.
Personally, I have found this update to be immensely helpful. I’ve already had several occasions to utilize the fast report export functionality and the segmentation for data comparison. Hopefully Google keeps up the momentum and keeps making strong improvements like this in the coming months.
What do you think about the Google AdWords dashboard update? Love it? Hate it? Leave me a comment and let me know!