Google AdWords Enhanced Reporting, Drafts and Experiments
Today Google had an announcement that shows they’re taking the tool part of AdWords seriously.
They have released two new major tools that will help advertisers create better reports and know the effects of their optimizations.
Without further ado we will go into the details around each new tool.
There is a new way to work with reporting in AdWords. Instead of using a lot of time in Excel we can now find the data directly in AdWords and present to executives or clients.
The new reporting tool within AdWords promises to save serious amount of time in creating multi-dimensional reports via a drop down AdWords report builder.
The drag-and-drop feature looks very neat and we’re excited to give it a spin. However, we have tried several drag and drop report builders in the past and they’re always the same:
- Too time-consuming
At the end of the day, whether or not the new AdWords enhanced reporting tool will actually work depends on how much flexibility you have. With other tools today you can’t choose any data you want. With the Enhanced Reporting Tool from AdWords they promise you can use any data column you have access to within AdWords, which for me is a big plus. I’m excited to see how this will work for our reporting features.
I didn’t hear anything about API access to the reporting access, which I know many agencies are eager to hear about. If you could build the reports via the drag-and-drop builder and export it to your report builder, it would be a match made in heaven for agencies.
One of the biggest advantages mentioned in the announcement is that you have direct access to reports with live data. You can process them directly in the AdWords interface instead of processing it in Excel first and then sending it out, which undoubtedly make the data “old” when first seeing it.
I honestly don’t know if we need to have real-time data like that. The Enhanced Reporting Tool is neat, no doubt about it, but I’m not that excited about real time reporting.
It is however nice to have direct access to your data in a visual format directly in AdWords whenever you want to see it. I know I will be loving it.
Visualization of the New Enhanced Reporting
One of the biggest enhancements to the reports is the opportunity to use graphs, pie charts and other visual assets to build your reports. In classic Google design, they look stylish, cool and not over-the-top.
Here are a couple of examples:
The flexibility of the tool is promised to make it to one of the best reporting tools in the world when it comes to creating reports.
Drafts and Experiments
The old version of ACE will now be replaced by the tool called Drafts and Experiments. You can make changes to a campaign, but not execute on them yet. Meaning you can make changes to your ads, keywords etc. without saving it yet. This will make it much easier to edit ads or add new keywords without having several deleted ads in the background.
This is one of the major changes to the way you work with AdWords in the interface that we have seen as of late.
Turn Drafts Into Experiments
You can choose to take the changes that you haven’t saved yet and only apply them to 50% of your traffic. This is going to be really useful to the big bid management changes, negative keywords and other areas.
When ACE (AdWords Campaign Experiments) originally came out a couple of years ago. it received a lot of hype. However, a difficult UI and doubtful results mixed with plenty of limitations caused the tool to never even make it out of beta. Where ACE was a big disappointment the Experiments part of Drafts and Experiments seems to be everything that ACE wasn’t.
The UI looks great and it seems like we will finally have the opportunity to make experiments in our AdWords accounts. We don’t know yet what kind of limitations we will be meeting, but experiments like:
- Increasing or decreasing bids
- Audience testing
- Negative keyword testing
Etc. are all areas that would be very nice to have some more solid data whether or not our optimizations are actually helpful or if we’re just treading water.
Again, the visual aspect of Drafts and Experiments looks amazing. It will prove to be one of the most powerful tools within AdWords optimization that you will ever see.
When Will These Tools Go Live?
Unfortunately, the announcement didn’t reveal anything about when these tools will go live, but we hope to see them soon (yes, I’ve already refreshed several accounts multiple times to see if the tools were live).
We will keep you updated on the various tools as we learn more about them.
What do you think of these changes? Which one do you think will have the most impact in the way we optimize AdWords from now on?