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How To Make The Most Of Custom Columns In AdWords To Segment Your Metrics

Claudio Dominguez

9 years ago



We all use columns when we use AdWords. Columns display all the information and metrics for our account, campaign(s), ad groups, keywords, ads and more.

The default set of columns that the system has is not at all the one you should stick with. There is much more valuable information that is not displayed in the default set of columns and for this, you will need to add more columns to your setup.

One powerful option for your columns is the newly added custom columns. This will allow you to see metrics that are segmented based on what you define as relevant information.

What’s New About Custom Columns And Why Do They Benefit you?

Custom Columns will allow you to review specific portions of the metrics that you deem important. With this feature, you will be able to review the metrics that you need to be on top of, without having to navigate too much inside the interface.

You Can Divide Your Existing Metrics Into Segments

The biggest benefit from this new feature is that you can segment the metrics you already have available in other columns. You will be able to see metrics that are relevant to you, and information about specific devices, conversion types, networks, etc.

See Details About Metrics That Don’t Have Many Clicks

Usually, to be able to segment your data to this specific level, you would need to navigate through the interface. Setting up this new column feature makes it quicker advertisers to find metrics that haven’t accrued many clicks.

You Can Save Column Sets For Future Use

Similar to what you can do with regular column sets, you will be able to save your custom columns for later use in your accounts. This way you don’t have to be repeating and setting up the same columns every time you need them. Instead, you can just select the already saved column set.

How To Add Custom Columns In Your Campaign

Adding custom columns is rather simple, and you can do so at any level in your account, the option is inside the columns option. After you create your custom column, you can move it and place in whatever order you find convenient.

If you see the example above, I selected clicks as the metric I want to have displayed in my custom column. However, there are several metrics that you will be able to add to your custom columns, all of these are found on the interface already, so don’t think there are any exclusive metrics to this option.

Select The Right Metric

One thing that is unfortunate is that not all metrics are available inside custom columns. The only two sub-sets of metrics that are found here are:  Performance metrics (Clicks, Impressions, Cost, Avg. Position, etc.) and Conversion metrics (Converted Clicks, Conversions, Cost per Conversion, Conversion Rate). Some of the metrics that are missing include Lost Impression Share, Relative CTR, and Bounce Rate. Hopefully, these will be added soon.

From the available metrics, you will need to select the one that you want your column to show. In this example, your metric will be Clicks:

Create new columns in Google AdWords - White Shark Media Blog

Select the segment for you metric

You will also need to select the segment that you want your metric to reflect. These could be the different conversion names that you have when you are registering more than one conversion, devices, networks in which you are running your campaign, etc.

These segments are the same as the ones on the Segment option. The difference is that instead of having a cluttered view with all available metrics in all sub-segments, you will only see the information for a specific metric at a specific segment.

In this case, I’m selecting Mobile Devices as my segment to see how many clicks I’m driving from this platform:

Create new columns in Google AdWords - White Shark Media Blog

Examples Of Custom Columns You Could Use

You have a lot of options when it comes to the custom columns that you can enable on your campaign. Either way here are some of the ones I consider to be most helpful:

Conversions by Conversion Name

  • You will be able to see the amount of conversions you are driving from each type of conversion that you have enabled.
  • You can measure two or more conversions as it will allow you to see what are the specific actions users taking when they trigger particular keywords or ads.

Conversions by Device

  • You can see your conversions by the device that drove them.
  • For instance, you can analyze if you are getting click-to-call conversions from mobile devices, and make smarter decisions based on that information when you optimize your campaigns.

CTR by Position Type

  • Optimize based on what average position you are reaching and the results those positions drive.
  • For instance, you can analyze your CTR as two different ones depending if you are showing on top or not.

Any of the Metrics for Search Partners

  • Through this column you can pinpoint if the Search Partner Network is working for you or not.

Any of the Metrics for Devices

  • Similar to seeing conversions by device you can pretty much look at any other metric from differet devices.
  • Some of the things you can see are: clicks from cell phones, cost per conversion from tablets, cost per click from desktops etc.

Start Using Custom Columns Today

Start improving your data segmentation with custom columns. By doing this, all of the specific portions of your metrics will be at your fingertips.

If you leave with one piece of advice today, is that you don’t have to use all the column types available or even the ones I mentioned.But at least start with conversions by conversion name if you have more than one conversion or with any metric by device so that you can see the performance across all available platforms.

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