New Feature: Google Search Ads, Display Ads and Youtube Ads reporting now split in 3 for optimised performance analytics
At Dreamdata we love deep diving into the most granular details of B2Bs’ go-to-market activity. For this reason we’ve now split our Google Ads dashboard into three and added a host of new reports and metrics.
Dreamdata users will now have separate Google Search, Google Display and Youtube Ads dashboards, each with a number of new and updated reports including Keyword, Bid Goals, Audience and Geo performance reports.
With this new setup, Dreamdata users are now better able to break down their Google Ads efforts and track all the relevant metrics per channel to see exactly how and why campaigns are working or not.
In this post we’ll give you a run-through of all the changes, as well as some use case examples to show just how you can better optimise your efforts.
Here’s what we’ll be covering below:
Connecting Google Ads data to revenue: a short intro
More dashboards, more reports, more success
Updated reports
Campaigns performance
Keyword Performance
New reports
Geo Performance
Bid Goal Performance
Audience Performance
Connecting Google Ads Data to Revenue
When it comes to connecting ad cost to revenue, any B2B user of Google Ads will have run into its shortcomings.
The B2B customer journey is both long (months-long), and complex (multi-stakeholder). Google Ads caters for neither. It tracks clicks for no more than 90 days, and tracks users and not accounts. Making connecting ads cost to revenue generated for specific B2B deals pretty much impossible.
Instead, Google Ads users are left with ‘clicks’ data and revenue guestimations using conversion values.
Why run your Google Ads data through Dreamdata?
The simple answer is: clicks don’t pay the bills, revenue does.
At its core Dreamdata acts as the bridge between your B2B ads costs and revenue.
We’re able to trace the entire (multi-stakeholder) customer journey from the minute an account’s first user clicks on an ad to the point when the account is closed as won.
And it’s because we’re able to do this that Dreamdata users benefit from accurate ROAS, deals and revenue generated metrics in our Google Ads reports.
With our new and updated metrics and reports across the three dashboards, Dreamdata users will be able to take their analytics even further.
How it works
Two moving parts:
The revenue link starts from the moment you connect your Google Ads through our integration. Dreamdata then starts pulling the data automatically via the Adwords API and storing it on Bigquery.
Here, the Google Ads data is automatically preprocessed and mapped for attribution with other sources of data from across your ecosystem (traffic, events, crm data, etc.).
Simultaneously, our platform works to identify the Google Ad click event with the specific contact (and account) in your CRM. For this to happen you need to:
Have our tracking script on your website to track all anonymous_id/user_id and urls. More on our tracking script here.
Turn on auto-tagging on your Google Ads platform to make sure Google tags the url with gclid when people click your ad.
Get the Click Performance Report from Google Ads Adword API to link GCLID with the relevant campaign, ad group and individual ad.
More on GCLID here.
More dashboards, more reports, more success
Previously we compiled all Google Display, Youtube and Google Search Ads analytics onto a single dashboard with two reports: Campaign performance and Search Query performance.
The Campaign performance report helped Dreamdata users make sense of all the campaigns they were running on both ad types by including attribution towards deals and revenue, and ROAS metrics. While the Search Query report provided an overview of keywords performance, again including attribution towards deals and revenue.
We’ve now developed three separate dashboards - Google Ads, Google Display and Youtube Ads - each with a number of new and updated reports and metrics to further strengthen your analytics hand.
In all we’ve got six new reports spread across the dashboards, where you’ll still be able to filter according to each metric, and of course, as Dreamdata users will know, run the reports by pipeline stage.
Which means, you can see (and compare) how campaigns are performing at different pipeline stages. For instance, you can set it to ‘MQL’, which will report (and attribute) campaign performance on MQL generation.
Let’s take a closer look at what’s improved and what’s new.
Updated Reports
First let’s see how we’ve doubled-down on our existing reports (i.e. campaigns performance and search query).
Campaigns performance
Campaigns performance reports are run on:
☑ Google Search Ads dashboard
☑ Google Display Ads dashboard
☑ Youtube Ads dashboard
For starters, we’ve updated our campaigns performance reports to include the relevant metrics specific to the channels. For instance, Youtube Ads campaign report containing Views, View Rates, and Cost per view.
On top of this, the Campaign performance reports now include two new metrics that will make the marketer’s life a lot better, and here’s why.
Ad Groups: We have added the ad groups field to make sure you can easily track your ad groups on Dreamdata.
The new field allows our customers to dive deeper into each campaign's performance at ad group level. Which means being able to more easily identify and compare which campaigns targeting the same keywords are performing better - and how. As well as how ad groups themselves are performing.
Of course, performance here includes attributed deals and revenue (once again, filtered to new bizz or pipeline stage).
For example, let’s say you’re running three campaigns around your category keyword e.g. ‘ABM’. One focused on North America, the other the UK, and a final one globally. You’ll be able to filter by ad group ‘ABM’ and immediately compare performance, based on clicks, traffic, impressions, revenue and deals generated, etc.
Search/Content Impression share: Our updated campaigns report also includes the Search/Content Impression Share metric.
As Google Ads users will know, this metric is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.
In other words, how many times your ad appears against the number of times people search the keyword of your campaign. You can find a more complete definition here.
This means that when your campaign impression share is low, your campaign is not shown as frequently as it should be.
But the real magic happens when you contrast your campaign’s search/content impression share against the attributed revenue.
So, if your campaign is generating revenue but your search impression share is low, you know you can scale by increasing the bid (and thus getting a higher impression share).
Keyword and Search Query performance reports
Keyword and Search Query performance reports are run on:
☑ Google Search Ads dashboard
🙿 Google Display Ads dashboard
🙿 Youtube Ads dashboard
The Search Query performance report was the second of our original dashboards, which we are bolstering with a newly added Keyword performance report.
Search query performance report:
In this report Dreamdata users are able to compare search queries (i.e. what people search) against keywords. This gives you an idea of how people reach your search campaigns, which can be especially useful in identifying Negative Keywords.
On the flip side, you should probably also start thinking about the queries that generate revenue; are you addressing these through SEO?
For instance, to continue the ABM tool example above, you don’t want to be spending money on people searching ‘accounts’. Most people searching this keyword are likely looking to set up a bank account, or a membership to some site or other.
With our search query report you can more quickly pick up keywords that should sit in your negative keyword list.
Meaning more money on the keywords that attract customers.
This process works best when you can compare the search query against the performance of specific keywords in generating deals and revenue. That’s why we’ve now added a tailored keyword performance report.
Keyword performance report:
In this new report we’ve made sure to include the metrics ‘match type’, ‘cost’, ‘impressions’, ‘clicks’ as well as our trademark deals, revenue, and ROAS.
With these Dreamdata users can much better assess keyword performance, and also, through ‘match type’ better optimise keywords when setting up new ads.
For instance, ‘Broad’ match type may be performing better across campaigns, which means perhaps avoiding ‘Exact’ match types in the future. Or vice versa, particularly if you’re working with a long keyword.
More on how to analyse Google Search Ads with Dreamdata here.
New reports
As well as updating and improving our existing reports, we’ve also added three new ones across the new dashboards.
Bid Goal Performance
Bid Goal performance reports are run on:
☑ Google Search Ads dashboard
☑ Google Display Ads dashboard
☑ Youtube Ads dashboard
We know just how important bidding strategies, and the experiments that go with them, are. Choosing which bidding strategy to go for is the key to setting up better campaigns. So we’ve introduced this Bid Goal performance report to paint a better picture of which bidding experiments are working best.
Here you’re able to look at each strategy and compare how effective the strategy has been across all the campaigns you’ve implemented the bidding approach.
Let’s work another example. You’re applying an aggressive bidding strategy on all campaigns focusing on your principal keyword, e.g. “ABM tool”, and a less aggressive strategy on other parameters.
You’ll expect to see a higher Search Impression Share as well higher cost metrics in your aggressive bidding campaign than in the other. Without adding attributed deals and revenue, and an accurate ROAS reading to the mix however, you’re unable to see whether the aggressive bidding is actually paying off.
Oh, and contrasting this with the keywords report will help you identify exactly which bidding strategy you want to be applying to which keywords - there are likely keywords waiting to be pushed further!
Geo Performance
Geo performance reports are run on:
☑ Google Search Ads dashboard
☑ Google Display Ads dashboard
☑ Youtube Ads dashboard
With our geographical performance report (on each of the dashboards), Dreamdata users are able to segment their ads data and metrics based on target location.
This means that you will have a better idea of how to allocate their budget to target campaigns in different countries according to the attributed revenue.
Audience Performance
Audience performance reports are run on:
🙿 Google Search Ads dashboard
☑ Google Display Ads dashboard
☑ Youtube Ads dashboard
Finally, we’ve added an Audience performance report for both the Google Display Ads and Youtube Ads dashboards. These include audience breakdown as well as campaign, ad group and the rest of the relevant metrics, including ROAS and attributed deals and revenue.
In essence, this report will let you get a better picture of which audience groups your Display and Youtube campaigns attract the best revenue-generating conversions on your website. By doing so, you’ll finally be able to lift the lid on who and when you should be targeting (and re-targeting).
Conclusion
It’s clear that we’re really chuffed to offer these new Google Ads dashboards, reports and metrics to Dreamdata users.
After all, these updates and additions present an even greater step towards building, repeating and scaling B2B Google Ads success.
At their core, Dreamdata’s Google Ads dashboards and reports help B2B marketers overcome Google Ads’ most inconvenient limitations, namely:
Its tracking stops at 90 days - most B2B’s sales cycle stretches far beyond this.
It tracks individual users - B2B deals are closed by accounts with multiple stakeholders.
It only tracks Google Ads (duh) - leaves the rest of your activities (paid and unpaid) unaccounted for.
Which means, it’s pretty much impossible to connect ad spend to revenue.
Dreamdata users are now better able to break down their Google Ads efforts and track all the relevant metrics, including attributed revenue and deals generated per channel. This offers data-proven insight into how and why campaigns are working or not.
Why not up your Google Ads game and start using Dreamdata’s new dashboards free today?
