Advice and answers from the Conversific Team

Istvan Kovacs
Written by Istvan Kovacs

How to use your Paid Search Reports?


When it comes to the paid search environment most people are very results-driven. 

We put the effort into our search campaigns because we expect results, and we need performance metrics to alert us of our success or failure. 

Introducing the Paid Search Report.

1. Advertising Performance

Here you can see your revenue coming from paid searches. You can see how it performed vs. costs spend on exactly that advertising and the Return On Ad Spending (ROAS).


This can be more relevant, since it eliminates distortions due to seasonal trends (which affects every web store more or less).

These KPIs are relevant for understanding how your Paid Search generates revenue for your store, what is the outcome of your efforts in a detailed manner and also where are the low hanging fruits, or the potential in your Paid Search strategy.

By taking a quick look at these KPIs you can easily see what needs to be fixed. For example, in this case the conversion rate is pretty nice, the average order value also, but we've spend more on these conversion than we did in previous month, because the Cost Per Acquisition (CPA) increased with 23%.

In this case your #1 priority would be to decrease the CPA (you need to dig deeper at other parts of this report in order to know how).

KPIs present

  1. Revenue is the money your customers have paid you in the given time frame coming only from paid sources. 
  2. Advertising Spend: the money we have paid to Google in the given time frame.
  3. Organic Sessions is basically a visit. A unique visitor can have more visits. These visitors came only from organic sources. 
  4. Return On Ad Spend:  To calculate ROAS, you take the revenue generated from a channel/campaign and divide it by the cost of the channel/campaign; the number that you get from that calculation is the ROAS.
  5. Clicks is the number of visitors clicked on your ad.
  6. Conversion Rate is the percentage of the organic visitors who became customers vs. all of the visitors.
  7. Orders are the individual requests of a product or a service started and finished (there was successful payment) by customers. A customer can make multiple different orders and an order can consist of different/multiple products. (You can only see orders with a successful transaction here in the breakdown).
  8. Cost Per Acquisition: To find out the cost per acquisition, you must divide all costs spent on acquiring more customers (marketing expenses) by the number of customers acquired in the period the money was spent
  9. Average Order Value (AOV) is the average value of all of the orders made in the given time frame.

2. Campaign Performance

Summary: Find your best performing ads, and decide which ones are not pulling their weight. Here you can see the campaign overview of your Ad Account. If you click the down arrow 🔽 near the name of the campaign you'll see the keywords included.


Clicks, CTR and Costs are relevant to see the visitor and customer acquiring power of the keyword. CPC and ROAS together can show you the potential keywords hold. 

If you can find keywords where you have a relative high Cost and CPC, but the ROAS is promising you should go into battle for dominating these keywords (go for better positioning).

🤑 For example, in purple rectangle you can see the high performer keywords, with high Return On Ad Spending. With this ads you could push their spend limit a bit higher, because they are currently overperforming. 

🤬 In the red rectangle you can see keywords with ZERO Return,. The best way to reduce wasted spend and really take control of every dollar in your budget is to focus on negative keywords, which will help to make sure your account is targeted. 

Monitoring and building out your negative keywords is going to help you better target searchers and filter out searchers that aren’t interested in your product or service and are thus less likely to convert 

KPIs present

  1. Campaign (keyword) name - One or more words which the visitors searched for in the search engine (e.g. Google Search) and our ad appealed. A Google Ads account can contain as many as 10,000 campaigns (includes active and paused campaigns) per account, 20,000 ad groups per campaign, and 50 text ads per ad group
  2. Revenue is the money your customers have paid you in the given time frame coming only from paid sources. 
  3. Cost: the money we have paid to Google in the given time frame.
  4. Clicks see in the previous section.
  5. CPC: Cost per click, the amount you pay for each click, is important because it ultimately determines the financial success of your campaigns.
  6. Orders are the individual requests of a product or a service started and finished (there was successful payment) by customers. A customer can make multiple different orders and an order can consist of different/multiple products. (You can only see orders with a successful transaction here in the breakdown).
  7. Return On Ad Spend:  To calculate ROAS, you take the revenue generated from a channel/campaign and divide it by the cost of the channel/campaign; the number that you get from that calculation is the ROAS.

3. Keyword performance

Summary: Find your best performing keywords, and optimize the ads budget based on this. Explore new keywords or exclude the worst performers.

Here you can see the top 10 keywords through which you acquired the most revenue.

If you click on the Show all button, you can see all of your keywords and you can also order them by various KPIs. This is a HUGE help. It makes keyword research so much quicker. It will help you come up with the most promising short tail and long tail keywords. Here is how you can save time on keyword research:

Clicks, CTR and Costs are relevant to see the visitor and customer acquiring power of the keyword. CPC and ROAS together can show you the potential keywords hold. 

If you can find keywords where you have a relative high Cost and CPC, but the ROAS is promising you should go into battle for dominating these keywords (go for better positioning).

KPIs present

  1. Keyword- One or more words which the visitors searched for in the search engine (e.g. Google Search) and our ad appealed. 
  2. Clicks: see in the previous section.
  3. Revenue see in the previous section.
  4. Cost: see in the previous section.
  5. Clicks see in the previous section.
  6. CPC: see in the previous section.
  7. Orders see in the previous section.
  8. Return On Ad Spend: see in the previous section.

4. Landing Page Performance

This is a list containing the landing pages generating the most traffic for your website. You can analyze these entry points by clicking on the Show all button and see where you are losing valuable visitors to your site. The most important thing to look for here is landing pages with higher than average bounce rates ( this is the part where you can dig deeper which I have mentioned in the first section )

For example, here you can see 2 landing pages with high bounce rate. In the first scenario a high bounce rate come in mind with a poor conversion rate, there are definitely things to do. But in the second line a high bounce rate comes with high conversion rate, you don't need to focus on this page primarily, maybe in the future. 

KPIs present

  1. Landing Page is the URL of the webpage your visitors landed at after clicking on one of your listings in a search engine. (This is a first entry point for your audience so these are quite important). 
  2. Sessions are the number of visitors who clicked on your entry in the search engine. 
  3. Revenue - see in the previous sections. 
  4. Conversion Rate - see in the previous sections.
  5. Bounce Rate -is an important KPI. It is the percentage of visitors leaving your site after coming across one of your pages. It's most relevant for the value proposition of a specific page.

Now you know a great deal about the Paid Search report and how it can help your business grow. Don't waste any more time and money on your worst performing ads 💸 and scale the high performers.🤑 

You'll love the results.

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