These reports differ from other acquisition reports in two ways.

這些報告和其他人所做的報告有兩個不同處。

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

第一，它們把跟 AdWords 直接相關的資訊提供給你。

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

舉例來說，你可以分析AdWords 設定像是吻合類型和地域性的鎖定衝擊的活動表現。

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

第二，這些報告使用直接從Google AdWords來的成本資料。

Google Analytics uses this cost data

Google Analytics 使用這個成本資料

along with your revenue data

和你的收益資料一起來

to calculate metrics like ROI and Revenue Per Click.

計算像是投資收益比和每次點擊的收益。

These metrics, and others, allow you to evaluate

這些指標，和其他的指標，讓你能夠評估

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

每個活動、廣告群體和關鍵字的效益。

In this lesson you'll learn:

在這堂課中你會學到：

how to view your AdWords campaigns in Google Analytics

如何使用Google Analytics來檢視你的 AdWords 上的活動

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

、如何檢視 AdWords 指標像是成本資料和投資收益

how to measure the impact of AdWords specific features

以及如何衡量 AdWords 特定的功能像是 Day Parting 和

like Day Parting and Match Type.

Match Type 的作用影響。

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

AdWords 報告提供你 AdWords 網路流動上點擊後效益指標給你

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

你將能夠了解瀏覽者點擊你的廣告之後的結果是什麼。

You can view site usage metrics,

你可以檢視網站的使用率指標

goal conversion metrics,

目標轉換指標

ecommerce activity

電子商務活動

and revenue metrics, like ROI and revenue per click.

及收益指標，像是投資收益比和每次點擊收益

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

我們首先從AdWords 活動報告的結構開始看起

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

這份報告包含了你的AdWords搜尋和顯示的活動的效益指標

You enter the report at the campaign level,

你進入了報告中的活動層級

which is the top level of a hierarchy of reports.

也就是報告層級中最頂的地方

By clicking one of of the Campaigns in the table,

只要點擊活動表格中的其中一項

you can drill down to the Ad Groups report

你就能夠深入了解 Ad Groups 報告

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

也就是你已創立活動的Ad Groups的列表清單

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

點擊其中一個 Ad Groups 讓你能夠深入了解 AdWords 關鍵字報告

For search campaigns, this report lists all of the keywords

為了要能夠搜尋活動，這份報告列出全部你在已創立的Ad Groups 組織好的

you've organized into a given Ad Group.

關鍵字

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

現在我們來看看一些 AdWords 報告中的指標吧

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

瀏覽次數指得是從AdWords活動中來到你網站的瀏覽數量

Impressions is the number of times your ads were displayed.

印象數值是你的廣告的播放次數

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

點擊數是你花錢買的廣告被點擊了幾次

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

而瀏覽數和點擊數不同是正常的。

In this case, we have fewer Clicks than Visits.

在這個例子中，我們的點擊數是比瀏覽數少的

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

原因在於有些瀏覽者第一次來這個網站時是透過點擊，但之後

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

經過一段時間後，是透過書籤的方式回到這個網站導致

The referral information from the original visit was retained,

初始瀏覽的相關資訊是被保留的

so some clicks resulted in multiple visits.

也就是為什麼某些點擊數會包含不只一次的瀏覽數

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

你的瀏覽數若少於點擊數，你可能沒有正確安裝Google Analytics Tracking

Code

Code

correctly installed on all your landing pages.

在你的登陸頁面上

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

葉可能有些瀏覽者點擊離開你的網站

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

或者在追蹤碼執行前就已經停止執行登陸頁面了

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

還有，你的瀏覽者必須有安裝JavaScript、圖像檔和cookies在瀏覽器上

in order to be tracked in Google Analytics.

才能在Google Analytics重被追蹤

However, AdWords will still be able to register clicks

總之，就算瀏覽者沒有安裝這些檔案

from visitors who do not have those features enabled.

AdWords仍可以記錄瀏覽者的點擊數

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

印象數值、點擊數、成本和CTR，或這稱作 click-through-rate

all relate to how many times your ads were displayed

都跟你廣告播放了幾次

and how frequently people clicked on them.

以及人們點擊它們的頻繁程度有關

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

這些指標能幫助你理解你的廣告的能見度和吸引力的程度

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

舉例而言，你若想要有更高的 click-through-rate

you might consider bidding for a better position,

你可能會考慮來競標更好的位置

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

或者重新製作你的廣告以與搜尋這些廣告的使用者更有關連性，

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

你若替你的網站蒐集電子商務的資料或者替你的目標設定價值

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

每點擊收益、投資收益和邊際效應

can help you assess keyword profitably.

就能幫助你評估關鍵字的收益程度

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

投資收益特別有用的原因是它提供你在AdWords之間花費

of how much you spent on AdWords

比上你靠這些瀏覽者瀏覽你的網站所賺的

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

這種一對一指標的比較

An ROI of zero percent means you earned in revenue

投資收益為百分之零代表你賺的

the same amount of money that you spent.

跟你花的一樣多

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

100％的投資收益代表你花了X量的錢，賺了2X回來

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

如果你的每點擊收益是零而你的投資收益就會全是負的100％

it's because you have zero revenue.

這是因為你的收益是零

Make sure that you've set goal values,

如果這是你的報告的例子

or that you've enabled ecommerce tracking

要確定你有設定目標值

if this is the case in your reports.

或者你能夠追蹤電子商務的數據

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

在你根據投資收益指標調整你Google Analytics裡的活動前

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

考慮一下你花了多少錢以及你是否有足夠的資料來做下一步決定

In particular, watch out for short date ranges.

特別是，小心短天期的使用範圍

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

短期內的資料為基礎

on the basis of a few days worth of data.

一般來說不是做關鍵字、定位、打新廣告或者做活動的時機

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

同時，考慮回遊客 -- 那些透過AdWords廣告找到網站

and then return later to buy again.

消費過的人，過一段時間會再回來消費

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

你如果設定太短天期的範圍時就會錯過重複轉換

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

要從瀏覽者變成你的客戶的過程需要幾天甚至更久

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

所以定一個時間範圍至少跟你預期的銷售循環相符和的

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

現在，我們來看一特定的AdWords報告案

This Bid Adjustments report lets you analyze your AdWords performance

這個標售調整報告基於裝置、地點和行程表

for each of the bid adjustments you make in your campaign

讓你能夠分析每個你的活動中標售調整時

based on device, location, and ad schedule.

你的AdWords效益

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

你能夠使用這個報告來分別你的裝置類型、地點和時間點

times of day.

表現優劣

Select which type of bid adjustment you want to analyze

點擊報告列表左上角其中一個選項

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

選擇你要分析的標售調整類型

Click the arrow next to each campaign name in the table

點擊表格內活動名稱旁邊箭號

to expand the campaign and quickly view your bid adjustments

來擴充活動內容和快裡瀏覽你的標售調整

and performance metrics by device, location, or time.

以及裝置、地點或時間的表現指標

You can use this data to decide

你能夠基於你的廣告表現優劣

whether to increase or decrease your AdWords bid adjustments

幫助改進了你的投資收益多少，

based on how your ads perform,

用這筆資料來決定，

helping to improve your return on investment.

要增加或者減少你的 AdWords下標校正

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

這個AdWords 關鍵字報告讓你看見你的效益有所突破

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

藉由那些你在你的搜尋活動中所選擇的關鍵字。

Using this report, you can identify

用這份報告，你能辨識

which keywords are good at acquiring new visitors,

哪些關鍵字能夠有效地開發新的瀏覽者，

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

也就是帶來那些不喜歡回應，但是會來看你的網站的人，

and which ones end up converting.

和那些最終會變成忠實顧客的人。

This information can help you optimize your keyword targeting strategy

這個資訊能夠幫助你最佳化你的關鍵字目標策略

to build awareness about your business,

來建立關於你的企業意識

drive conversions

製造話題

and retain customers using search ads.

和保留顧客使用搜尋廣告的紀錄

In the AdWords Keywords report

你可以加入第二種維度

you can add a secondary dimensions

像是目的地URL或者廣告內容

like Destination URL or Ad Content,

到AdWords 關鍵字報告中

to see how the performance of your keywords differs

來了解你的關鍵字隨著你使用的登陸網頁或者廣告副本

depending on the landing page or ad copy you use.

的不同，而有怎樣的效益。

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

要看使用者鍵入的搜尋字跟你的關鍵字清單有多少媒合之處

visit the Match Search Queries report.

就去參閱搜尋請求媒合度報告

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

你可以加入第二個參閱值「關鍵字」到這份報告中

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

來看看哪個關鍵字特別容易引起使用者想要看的慾望

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

單日報告根據時區設定相關的瀏覽計算基礎

based on the time zone settings for the relevant view.

讓你看一天中每個小時或者一週中每天的瀏覽統計數量

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

你能夠用這份報告來分析一天當中或

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

一週當中你的廣告播出的精華時段

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

舉例而言，你可能發現在週間

on the weekdays,

你會有更高的轉換率及更高的平均價值

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

但是週末時轉換率和轉換價值就相對低許多

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

這個例子你可能會決定調整你的 AdWords 下標時間區段

so that you're bidding more competitively during the week

讓你在週間標到更多有競爭力的時段

when you see the most value from your site visitors.

當你發現你的網站瀏覽者的最有價值時段時

You can also add in secondary dimensions, like Keyword,

你也可以加入第二的參數，像是關鍵字

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

來看看是否特定目標戰術會在一天中某個時段有更好的表現

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

URLs的參數能讓你的網站顯示URLs

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

讓你的瀏覽者能夠從你的AdWords廣告直接導向產品頁面

along with any campaign tagging in those URLs.

只要進入這些URLs的任一個活動標籤頁即可

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

這個登陸頁面報告的功能專門給AdWords流量計算

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

且由這些資訊，你能夠知道哪些頁面在吸引瀏覽者

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

以及幫助他們轉換到你想要的地方上能夠更有效率

From the Destination URLs report,

從目標URLs報告中

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

你可以用廣告分布網路輕鬆選取你要的資料片段

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

這裡，你可以看到你的資料被分布網路給切分，像是：

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

Google Display Netwrok的Google Search、Search Partners和 Content

The Placements report allows you to investigate

定位分析報告讓你研究

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

在Google Display Network 上你的自動化的和管理定位表現效益

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

這會顯示你的廣告放置的網域和其特定的URLs給你

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

用這個報告，你能確認是否有高效益自動化定位

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

可以被加進管理定位中而對你的展示活動帶來價值

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

你也能夠用這份報告來比較哪種定位方式帶來顯著的

of new traffic,

新客流量

and which ones are good at driving conversions.

且哪些對於轉換客群有助益

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

你若想看廣告位置如何影響關鍵字的表現效益，你可以使用關鍵字

Positions report.

位置報告得知

First, select a keyword from the list.

首先，選取清單中的關鍵字

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

再來，選擇你想要比較的廣告燈箱上的關鍵字效益

by ad slot.

的指標

For example, if you choose the metric bounce rate,

舉例說，你若選擇了指標回傳率，

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

你可以看到這個關鍵字的回傳率高度

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

相關於使用者點擊廣告文案上的位置。

By setting the metric back to visits,

藉由設定好指標回傳給瀏覽者，

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

你可用這份報告來看你的關鍵字和下標與

often show.

你的廣告最常播放的地區之見有和關連。

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

如果想要如何在知道更多AdWords報告中使用這些資料

to produce actionable insights,

來增添行動策略的洞察，

check out the resources in this lesson.

就來看看這堂課中的資源吧。