Digital Marketing Report Template for Google Ads

How to use this template

• Include Business Name and Date in title when using the template
• In Google ads web interface, select a time range

Download Reports

Download reports for the following areas and look at columns in template for useful columns to use during report. The recommended reports to download will include more columns than shown in this template to make it easier to find insights.

1. Campaigns

   In Campaigns > Main Screen, create report for campaign(s), select these columns:

   • Campaign type
   • Bid strategy type
   • Clicks
   • Impressions
   • Cost
   • Average cost
   • Average Cost per click (CPC)
   • Conversions
   • Phone calls
   • Conversion rate
   • Cost / conversion
   • Interactions
   • Interaction Rate
   • Search impression share
   • Search lost impression share (IS) budget

2. Ad Groups

   In Campaigns > Ad groups, create report for ads, select similar columns to campaigns report

3. Asset Groups (Performance Max)

   In Asset groups (Campaigns > Asset groups), select similar columns to campaigns report

4. Ads

   In Campaigns > Ads > Main Screen, create report for ads, select similar columns to campaigns report

5. Locations

   In Locations (Assets > Locations), create Locations report with these columns:

   • Clicks
   • Impressions
   • Other columns if needed

6. Word Searches

   In Overview > Searches, download the card data .csv reports

Analyze Reports

• Use reports to for analysis
• Optionally, extract data from .csv reports using Google Ads Report Python script which extracts data for this report from Google Ads standard reports
• If using Emacs org mode template, use org-export-dispatch and chose HTML for best formatting results
• If the account includes performance max and other types of campaigns not usually covered in canned reports, include them from the Google ads site

Context

Report covers Jan to March 2023

• Goals
• What was done in the Google ads account

Summary of Results, Insights and Recommendations

Summary of results below and recommendations based on insights

Results

Explanation of columns

• Clicks - clicks to website
• Cost - how much was spent on ads
• Impressions (Impr.) - number of times ads were shown
• Interactions - people who interacted with ads like clicks
• Interaction rate - percentage of people who saw and interacted with ads
• Conversions - tracked interactions like website contacts, business profile interactions, calls
• Phone Calls from Ads - phone calls directly from ads
• Performance Max campaign type - Uses asset groups instead of ad groups. This campaign type expands ads to more places like YouTube, Display (other websites), Search, Discover, Gmail, and Maps, and other websites and is assisted with artificial intelligence.

Campaigns

Year	Clicks	Cost ($)	Impressions	Interaction rate	Conversions	Phone calls
2024	9000	9000	600,000	2.00%	1000	100

Ad Group and Campaign Performance

Campaign	Ad group	Clicks	Interaction Rate	Conversions
Digital Marketing	Reports	300	1.55%	30

Asset Groups (Performance Max)

Asset Group	Clicks	Cost ($)	Impressions	Interaction rate	Conversions
Group of Services	1000	2000.00	45000	5.00%	50.63

Top Locations by Clicks

Location	Campaign	Clicks
Toronto	Toronto Campaign	1,000,000

Most Shown Ads

<copy paste ad text here>

>

Google will rotate these headlines and additional ones in the account. The {Keyword:…} text indicates Google will insert a search term the person searched on matching the keyword into the ads when the ad is shown.

Popular Words in Searches

Word	Clicks	Impressions	Top Containing Queries
report	200	3000	(report ad, google ads report, marketing report metrics)

Insights

• Spending, conversions
• Search volume, growth
• Audiences

Recommendations

• Market opportunities
• Ad assets, media
  • Short videos
• Trends
• Conversion data and improvements
• Budgets
  • Stay
• Expand ad channels