How to Understand Your Google Ads Report

The purpose of your Google Ads report is to outline the performance of your Ads campaign. These reports break down monthly activity into different reporting categories.

When reviewing your monthly pay-per-click reports, please refer to this page. Feel free to call us with any questions not answered here.

General PPC Terms

  • Impressions – How often your ad is displayed. An impression is counted each time your ad is shown on a search result page or other site on the Google Network.
  • Cost – This is the amount spent.
  • Clicks – When someone clicks on your ad
  • Conversions  – A conversion happens when a user clicks on your ad and then takes an action that you’ve defined as valuable to your business. Examples can be a purchase, a call, or an online form submission.
  • CTR – (Click Through Rate) – A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing. A good CTR is usually between .8%-2%.
  • CPC – (Cost-Per-Click) – The final amount you’re charged for a click. You’re often charged less than your maximum cost-per-click (max. CPC) bid, which is the most you’ll typically be charged for a click.
  • Ad Type – The type of ad shown. This can be mobile or desktop as well as text or video.
  • Ad Extension – A feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links

Google Ads Top Ads Report

This report displays the performance of your most searched and clicked ads for the specified period.

Ads Search Queries Report

A list of search terms used by people that result in your ad being displayed.

  • This report shows every search query that resulted in your ad being shown and clicked.
  • Depending on your keyword matching options, the search terms listed can be different than your keyword list. Use the report to find successful phrases that you can add to your keyword list. If your ad was triggered by less relevant searches, add those phrases as negative keywords.

Ads Account Performance Report

This report shows the performance from a Google vs. non-Google perspective as well as your performance across different devices.

  • Networks – This is the search engine used by the customer. This can be both Google and non-Google properties.
  • Click Types – Where on your ad the customer clicked. This can be the ad headline, ad extensions, or even a phone number.
  • Ad Slots – Where your ad is displayed within the Google search results. (top, bottom, side)

Google Ads Ad Groups Report

This report shows your Ads performance from an Ad group level.

 Ad Group – A set of keywords, ads, and bids you manage together, in order to show ads to people likely to be interested in them.

  • Each of your campaigns is made up of one or more ad groups.
  • Separate ad groups are best for different product types you offer.


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