PPC Reporting & Analytics

PPC reporting is often dry, difficult to access and can be a very technical and labour intensive operation. We make it simple, clear and actionable….

PMax Reporting

Performance max for ecommerce has become a necessary evil for almost all advertisers. It’s a Backbox with very little transparency, which is thankfully changing to being less opaque. That said there is a significant need for help in debugging the nuances of this platform. There’s a lot in the API that isn’t well represented in the Google Ads reports. We’re here to shed some light on the data and give you ultimately control over the campaigns.

Pmax campaigns have 3 clear opportunities.

Product Level PMax & Shopping Reporting

We are big advocates of native Shopping campaigns running in parallel to PMax. Through product filtering based on performance; like pushing products to Shopping where they have a small number of impressions, you can grow revenue. Our heritage as a Shopping agency meant we built an amazing platform for managing Shopping campaigns, way before automation took over. We give you product level reporting that helps identify issues and performance changes

Keyword reporting and N-gram Analysis

Keyword reporting for PMax is starting to really give more detail. What we have found is of most interest is the brand and brand related terms bringing revenue bumps that we’d probably want to push to a dedicated brand search campaign.

For Google Shopping we have an automation tool for optimising the negative keywords as well as an N-Gram report that shows the relationship between keywords and what is producing revenue. This is a fantastic report for adding negative kewords to all your Shopping campaigns through the Onefeed interface.

Campaign Filtering with Custom Labels

Through the clever use of custom labels in the feed you can use performance based rules to push products into PMax or Shopping. With over 50 data points avaialble you can create a highly sophisticated rules based pathway for pushing items into different campaigns.

Beyond using performance data you can also use feed driven custom labels. Using custom labels is critical in allowing better campaign segementation. Sadly you can’t just rely on Google’s automation to make the right choices for you.

Price Competitive Pricing Rules & Benchmarking

The Google API now provides significantly more price competitive data than it did at the start of the year. Previously it was common to see well under 30% of items with a price competitive benchmark. This is now often well over 70%. As above we can calculate the price competitive position of every item in your feed (where Google provides the benchmark). This allows more custom labels for placing items into specific groups for campaign filtering. Just be carfeul not to exhaust the 5 custom labels.

We automatically pull benchmark data for all your items. If you want to use it then great. This is fanastic way of improving the ROI by removing uncompetitive items from a campaign.