Advanced Google AdWords™

Best Practices for Using AdWords Reports

Being able to extract actionable data from your account is essential to ongoing optimization. First determine the data you need, then examine the available reports.

By following the practices in this chapter, you should be able to create reports that give you the data necessary to make optimization decisions for your AdWords account.

• When you find custom reports that help you make decisions, save those reports as templates so you can easily re-create the same report.
• Schedule your favorite reports to be automatically created and emailed to you.
• Always segment the data so you are only viewing search data or content data. Never combine the two networks.
• When making keyword decisions, use the placement/keyword ...