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Level 10

Best Practices for Reports

Automate Your Reports

Schedule customized reports to be automatically generated in either or both of the following ways:

  • Automatically generate reports each day, or on a specific day of the week or month, using report templates.

  • Keep refreshing your customized spreadsheet templates with daily performance data using spreadsheet feeds.

Analyze Advanced Reports to Refine Your Keywords and Campaign Settings

Advanced reports can help you make strategic decisions about the keywords and match types you include in your search campaigns, and the geographical and site targets for all types of campaigns. However, use caution in choosing keywords, geographical targets, and web sites to exclude from your campaigns:

  • When a search term hasn't resulted in conversions, add it as a negative keyword only when you are sure it will never lead to conversions; if it results in a small number of conversions, add it as an exact match keyword instead to retain potential traffic.

  • Sudden market trends may influence user behavior in different geographical areas. If your campaigns target specific areas, market changes may make the excluded areas potentially profitable, and you may miss out on revenue opportunities if you continue to exclude them.

  • Be conservative in excluding web sites from your campaigns because content and market changes may rapidly change the value of a site's traffic.