By Susan Waldes
Every paid search marketer has their “pet” reports. Some are obsessed with quality score, others with queries, and some chase sheer numbers of active keywords.
Over the years, I’ve developed a set of “go to” reports where I always find meaningful insights and account improvements. You probably already know what some of them are — the query report, the time of day report, etc. — so I won’t bore you with those. Instead, I’m sharing 6 “hidden reports” that are underutilized by almost all search marketers, largely because they are buried and difficult to find.
When I audit an account, looking for problems or missed opportunities, these are the places I look before I even take a glance at the keywords. At least one of these hidden reports never fails to provide useful data or illuminate problems that somebody else has overlooked. Beyond that, these 6 reports, when combined, define the context of an account: the goals, the problem areas, and the expectations.
So, whether you are looking for what somebody else missed, troubleshooting an account problem, or simply searching for some new inspiration, I advise you to check out the 6 buried but important reports in AdWords below.
The Report: Demographics On The Display Network
Where to Find It: Shared Library > Audiences > and then click into one of your existing Rule-Based remarketing audiences.
Why It’s Important: This report visually shows the demographic composition of your audiences. (I usually look at the “converted users” audience first.)
This report is a great, already prepared visual for quarterly business reviews, audit finding presentations, and other client presentations. It shows who we are trying to reach and who we actually are reaching.
Understanding your audience demographics, especially on different areas of your site, can be helpful for developing personas — even if “persona” in …read more