Advice and answers from the Conversific Team

Peter Meleska
Written by Peter Meleska

How to use your Paid Search Report?


When it comes to the paid search ROI is key. 

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.

Main Dashboard

Here you can see the revenue coming from paid searches.

You can see how this marketing channel performed compared to the money spent 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).

1. Profitability

KPIs present

  1. Net Sales is the total revenue of orders purchased by visitors from the marketing channel.
  2. COGS is te total cost of products ordered by visitors from the marketing channel.
  3. Gross Profit is the Net Sales minus cost of good sold.
  4. Advertising Spend: the money we have paid to Google in the given time frame.
  5. Net Margin is the ratio of advertisinf profit to net revenue.
  6. 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.
  7. Gross Margin is the revenue of all the goods purchased by visitors from the marketing channel minus total cost of these products.
  8. Net Profit is the order revenue from the marketing channel minus product costs and advertising costs.
  9. Average Cost-Per-Click is the value of all advertising spend divided by all clicks in the given period.

2. Campaign Performance

Why it matters: 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 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

Why it matters: 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.

If you have any questions or concerns feel free to reach out to the Support Team by using the purple icon in the bottom right corner.

Categories: