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, Select time range
• In Campaigns > Campaigns, 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
• In Campaigns, ads, created report for ads, select similar columns to campaigns report
• In Audiences, keywords, and content > Locations, create Locations report with these columns:
  • Clicks
  • Impressions
  • Other columns if needed
• In Overview > Searches
  • Download the card data .csv 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 you can download from the Google ads site
• 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

Report Summary

Summary insights and recommendations section

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, email, 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

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