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Create Easy Dynamic Reports in the New Google Ads UI

Published: August 22, 2018

Author: Aislinn Bryan

After a re-brand and re-launch, the new Google Ads interface is officially replacing its predecessor. The new UI offers advertisers a major turn in design from a text-based user interface (TUI) to that of a graphic user interface (GUI). The upgrade doesn’t only benefit internal agency management processes – V2018 also offers new visual tools to easily display performance for clients.

Using the Overview Page

The new “Overview” tab serves as a launching pad for the account and represents the essence of what Google set out to achieve in their redesign. Performance metrics are now displayed in various graphic forms, much like the dashboard centers often seen on third-party platforms.

Toggling Metrics for Individual Cards

The Overview page will automatically populate cards with organized data from all your campaigns, which creates a high-level overview of account performance. The “Devices” card offers users the ability to simultaneously compare 3 account metrics across desktop, tablet, and mobile. The “Biggest changes” card automatically compiles data to compare your current time period to the previous one, which allows you to notice major changes in campaign cost, conversions, Avg. CPC, search queries, and more. You can also evaluate overall performance within the Network card, which compares metrics across the display network, search network, and YouTube.

Toggling to One Campaign on the Overview Page

The Overview page can also populate cards with data from a single campaign, which comes in handy when campaigns are focused on different KPIs or favor certain devices. In order to pull from only one campaign, you’ll need to enter the “Campaigns” tab at the top of the internal left column. One you’ve navigated to your intended campaign within the bottom-half table, click the campaign name; this will launch you into the singular campaign-level view.
You can then select the Overview tab again, where the campaign selection will carry over between tabs. Overview page cards will then use only the selected campaign’s data, giving you access to specific segmented analyses.

Assembling Custom Visual Reports

For presentations where granular performance data is desired, you can build custom charts and tables via the reports center. In the new interface, the reporting center is accessed through the symbol of a chart in the top right corner of the interface, rather than the previous text-only “Reports” tab.
Once reaching the new reporting center in beta, you’ll have the capability to create tables, line charts, bar charts, pie charts, and scatter charts. The filter functionality of the new reporting interface is reminiscent of AdWords Editor, since selected filters are slotted side-by-side in a filter “bar” rather than stacked as checked selections.

Google’s new capabilities from both the overview and reporting stations can certainly step in as rivals to your current report workflow. Filters for asset-levels are standard within the reporting section, where AdWords can then compile data and create presentation-ready graphics stat – no pivot tables required.
We recommend that you get in and play around with the new UI, and if you notice limitations or would like to make requests, contact your Google rep. In our experience, the first release of a new interface is less than rigid; feedback can lead to improvements and optimizations down the line.

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