Last June, Brafton reported that Google's AdWords Report Center would be reporting for duty no more with the rise of Campaign tabs. Now, Google has announced some new features have been added to the Campaigns tab to offer marketers more powerful data.
Miles Johnson of the Inside AdWords crew explains that some marketers miss the reporting features they used to access through the Report Center. In response to this feedback, the company will be adding "Total" rows to Campaign tab reports, and it will offer users the chance to view overall search traffic (from Google search and search partners).
Additionally, AdWords users will be able to segment statistics in new ways to better understand ad performances. For instance, there are now options in the Campaigns tab for users to view statistics according to device and click type. Additionally, a Dimensions tab lets users break down data by the metrics of their choice. This feature allows marketers to segment their data according to new dimensions, such as time of day or destination URL (showing which site pages get the most AdWords traffic).
Google thinks these new metrics will help advertisers make money off of AdWords. "You get the flexibility to quickly switch views when you want to dig deeper into performance trends, and to act on the insights you discover by making changes on the same pages where you run your reports," says Johnson.
The updates could prove useful for a significant number of brands this season. AdAge recently reported that it obtained an internal search-spending document from Google, which shows that global corporations spend millions of dollars each month on AdWords. One of the search giant's top advertisers, AT&T, spent more than $8 million on AdWords in June alone. Another 1,356 advertisers spent between $1,000 and $100,000 on Google in June.
Getting the most out of AdWords could be critical to not just search campaign success, but also key to brand marketing. "Google has become the remote control for the world; it's the first stop, not TV," Will Margiloff, CEO of Innovation Interactive, told Ad Age.