By Becki Woods
Google have been teasing us with the new “beta” version of Adwords for a while now and it’s looking really good. You’ve got better integrated data, increased interactivity with charts and tables and better ways of seeing crucial engagement data. To cut a long story short, it’s ace!
Now, the new platform is great; however, there are lots of other elements of Google tools that could be brought in to make collecting and analysing data even better.
These are three things we think would make the new Adwords interface even better:
Integrating search trends with impressions and clicks data
It’s very useful for me, as a strategist, to have Google Insights For Search open at the same time as I’m looking at impressions data for high volume keywords.
That way I can see if dips are in keeping with the data for last year or if something else has been going on. The loss of impression share is an easy thing to miss and it would be good to have something in-platform that we can cross reference data with.
Wouldn’t it be great if we could see this within the keywords screen in Adwords in the chart? You could theoretically toggle it in or out, depending on need, so there would be little clutter.
The feasibility of this would need to be thought through; as in, what trends data would be pulled through? Would it correspond to the country/location settings of your campaign (which would make sense)? Would it only correspond to the data range you had selected when viewing the data? So many questions, but an interesting thought.
Having mobile and desktop impressions, clicks and conversions data all over Adwords at keyword level
One of the best things about Search Console is the fact that you can see natural search traffic and even searches that resulted in your site getting a SERP impression but not a click.
You can segment this data by device, date and page and compare month on month data (although the 90-day restriction is annoying when you’re trying to compare YOY data…but that’s another post).
It would be great to have the same functionality in Adwords; as in, you’d see impressions, clicks, conversions and click through rate data but you would be able to segment by device at keyword level.
Having versions – like Tag Manager
Often, I have to pause campaigns temporarily because websites have gone down, redirects need to be completed or campaigns don’t need that much of a push at that time. What’s confusing is trying to restore everything as it was without forgetting something.
In Tag Manager, you have a workspace whereby you create a new tag and save the workspace as a new “version”. That way, you can restore your old version if you need to, with little time needed.
Wouldn’t it be great if you could do the same in Adwords?
Theoretically, we would be able to make temporary changes and then revert the campaign back to its previous version. It gets messy when you have more than one person working on the campaign or it needs a lot of continuous optimisation. You’d have to be really specific when saving a new version or save all of your optimisation for one batch and then save a new version after that. If you did that and you had saved a temporary version before, you could then input those changes again if you needed to.
Got anything else you would like to see in Adwords? Let us know – we will put the best ideas in another article and give you a shout out.
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