These reports differ from other acquisition reports in two ways.

First, they show you information that's specific to AdWords.

For example, you can analyze how AdWords settings like match type and geographic targeting impact campaign performance.

Second, these reports make use of cost data imported directly from Google AdWords.

Google Analytics uses this cost data

along with your revenue data

to calculate metrics like ROI and Revenue Per Click.

These metrics, and others, allow you to evaluate

the performance of each campaign, ad group, and keyword.

In this lesson you'll learn:

how to view your AdWords campaigns in Google Analytics

how to view AdWords metrics like cost data and campaign ROI and

how to measure the impact of AdWords specific features

like Day Parting and Match Type.

The AdWords reports give you post-click performance metrics for your traffic from AdWords

so you can see what happens after visitors click on your ads.

You can view site usage metrics,

goal conversion metrics,

ecommerce activity

and revenue metrics, like ROI and revenue per click.

To start, let's first take a look at the structure of the AdWords Campaigns report.

This report contains performance metrics for your AdWords search and display campaigns.

You enter the report at the campaign level,

which is the top level of a hierarchy of reports.

By clicking one of of the Campaigns in the table,

you can drill down to the Ad Groups report

which lists all of the Ad Groups you have created for a given Campaign.

Clicking into one the Ad Groups let's you drill down to the AdWords Keywords report.

For search campaigns, this report lists all of the keywords

you've organized into a given Ad Group.

Now let's look at some of the metrics in the AdWords reports.

Visits is the number of visits your site received from AdWords campaigns.

Impressions is the number of times your ads were displayed.

Clicks shows the number of clicks your ads received and for which you paid.

It's normal for Visits and Clicks to show different numbers.

In this case, we have fewer Clicks than Visits.

The reason is that some visitors clicked on the ad, and then later,

during a different session, returned to the site through a bookmark.

The referral information from the original visit was retained,

so some clicks resulted in multiple visits.

If you have fewer Visits than Clicks, you may not have the Google Analytics Tracking

Code

correctly installed on all your landing pages.

It's also possible that some visitors clicked away from your website

or stopped that landing page from loading before the tracking code was executed.

Also, your visitors must have JavaScript, images, and cookies enabled in their browsers

in order to be tracked in Google Analytics.

However, AdWords will still be able to register clicks

from visitors who do not have those features enabled.

Impressions, clicks, cost and CTR, or click-through-rate,

all relate to how many times your ads were displayed

and how frequently people clicked on them.

These metrics can help you understand how visible and compelling your ads are.

For example, if you want a higher click-through-rate,

you might consider bidding for a better position,

or re-writing your ads so that they are more relevant to the users who search for them.

If you collect ecommerce data for your site or have set up values for your goals,

revenue-per-click, return-on-investment and margin

can help you assess keyword profitably.

ROI in particular is useful because it provides a single metric comparison

of how much you spent on AdWords

versus how much you made on your site for these visits.

An ROI of zero percent means you earned in revenue

the same amount of money that you spent.

An ROI of 100% means that you spent X and received 2X in revenue.

If your RPC numbers are all 0 and your ROI numbers are all minus 100%,

it's because you have zero revenue.

Make sure that you've set goal values,

or that you've enabled ecommerce tracking

if this is the case in your reports.

Before you make adjustments to your campaigns based on ROI metrics in Google Analytics,

consider how much you've spent and whether you have enough data yet to make a decision.

In particular, watch out for short date ranges.

It's generally not a good idea to make keyword, placement, ad or campaign changes

on the basis of a few days worth of data.

Also, consider return customers -- those that find the site via an AdWords ad

and then return later to buy again.

You'll miss repeat conversions if you set too short of a date range.

It may take days or longer for many of your visitors to become customers,

so set a date range that is at least as long as your expected sales cycle.

Now, let's take a look at some of the more specific AdWords reports.

This Bid Adjustments report lets you analyze your AdWords performance

for each of the bid adjustments you make in your campaign

based on device, location, and ad schedule.

You can use this report to identify high or low performing device types, locations, and

times of day.

Select which type of bid adjustment you want to analyze

by clicking one of the options at the top left of the report table.

Click the arrow next to each campaign name in the table

to expand the campaign and quickly view your bid adjustments

and performance metrics by device, location, or time.

You can use this data to decide

whether to increase or decrease your AdWords bid adjustments

based on how your ads perform,

helping to improve your return on investment.

The AdWords Keywords report let's you see your performance broken out

by the keywords you've chosen to target in your search campaigns.

Using this report, you can identify

which keywords are good at acquiring new visitors,

which bring in visitors who don't bounce, but engage with your site,

and which ones end up converting.

This information can help you optimize your keyword targeting strategy

to build awareness about your business,

drive conversions

and retain customers using search ads.

In the AdWords Keywords report

you can add a secondary dimensions

like Destination URL or Ad Content,

to see how the performance of your keywords differs

depending on the landing page or ad copy you use.

To see the search queries that users entered which matched your keyword lists,

visit the Match Search Queries report.

You can add in the secondary dimension "Keyword" to this report

to see which keywords specifically triggered your ads for each user query.

The Day Parts report lets you view statistics by hour of the day and by day of the week

based on the time zone settings for the relevant view.

You can use this report to analyze which times of the day

or which days of the week are most valuable for showing your ads.

For example, you might discover you have higher conversions rates and higher average value

on the weekdays,

but lower conversion value and lower conversion rate on the weekends.

In this case you might decide to adjust your bidding in AdWords

so that you're bidding more competitively during the week

when you see the most value from your site visitors.

You can also add in secondary dimensions, like Keyword,

to see if certain targeting tactics work better at particular times of the day.

The Destination URLs report lets you see the URLs in your site

to which you've directed visitors from your AdWords ads,

along with any campaign tagging in those URLs.

This functions as a landing-page report exclusively for AdWords traffic,

and given this information, you can see which of those pages is most effective

in engaging your visitors and helping them make the conversions you want.

From the Destination URLs report,

you can also easily segment your data by Ad Distribution Network.

Here you can see your data broken out by distribution network:

Google Search, Search Partners, and Content, for the Google Display Network.

The Placements report allows you to investigate

the performance of your automatic and managed placements on the Google Display Network.

It will show you the domains and specific URLs on which your ads are placed.

Using this report, you can identify if there are high performing automatic placements

that would be valuable to add as managed placements in your display campaigns.

You can also use this report to compare which placements bring you a significant amount

of new traffic,

and which ones are good at driving conversions.

If you want to see how ad position affected keyword performance, you can use the Keyword

Positions report.

First, select a keyword from the list.

Then, choose which metric you want to use to compare the performance of that keyword

by ad slot.

For example, if you choose the metric bounce rate,

you can see that the bounce rate for this keyword varies significantly

depending on which ad position the user clicked on the ad from.

By setting the metric back to visits,

you use this report to see how your keywords and bidding relate to where your ads most

often show.

For more examples of how you can use the data from the AdWords reports

to produce actionable insights,

check out the resources in this lesson.