You learn from your retail client that they want to define and view specific parts of their Google Ads data using custom columns. What are two types of custom columns they should use in Search Ads 360?
- They should use custom dimension and custom formula.
- They should use custom formula and custom labels.
- They should use custom conversion and custom labels.
- They should use custom formula and custom conversion.
Explanation:
In Search Ads 360, to tailor and analyze Google Ads data effectively, two specific types of custom columns are highly recommended. Firstly, custom formula columns allow your client to create formulas using spreadsheet-like functionalities, incorporating various functions and filters. This enables them to dissect and interpret their data in a more granular and customized manner. Secondly, custom conversion columns are designed to report on distinct conversion actions, providing valuable insights into specific aspects of consumer behavior or conversion trends. Employing these two types of custom columns will empower your retail client with a more detailed and targeted approach in analyzing their Google Ads data, leading to more informed and strategic decision-making.
Chapter 9: Use Custom Columns in Search Ads 360
For a retail client looking to define and view specific parts of their Google Ads data using custom columns in Search Ads 360, here are two types of custom columns they might find useful:
- Return on Ad Spend (ROAS) Custom Column:
- Objective: To measure the effectiveness of advertising spend in terms of revenue generated.
- Formula: (Revenue / Cost) * 100
- Description: This custom column calculates the ROAS for each campaign, ad group, or keyword by dividing the revenue generated by the advertising cost and multiplying the result by 100. It helps assess how efficiently the advertising budget is driving revenue.
- Product Margin Custom Column:
- Objective: To understand the profitability of individual products or product categories.
- Formula: ((Revenue – Cost of Goods Sold) / Revenue) * 100
- Description: This custom column calculates the product margin by subtracting the cost of goods sold (COGS) from the revenue, dividing the result by revenue, and multiplying by 100. It provides insights into the profitability of products advertised, helping prioritize high-margin items.
These custom columns can be applied at various levels, such as the campaign, ad group, or keyword level, depending on the specific insights your retail client is seeking. By using these custom columns, your client can gain a more granular understanding of the performance and profitability of their Google Ads campaigns, allowing them to make data-driven decisions and optimize their advertising strategy accordingly.