Outgrown from its infancy, but also not quite grown up yet - the AdWords report editor has finally been available since August 2015 after its announcement a good year ago.
Not only online retailers, but also AdWords agencies know the problem: The monthly AdWords reporting, which regularly summarizes the success of the ad placement on Google, was previously only available as a prefabricated report. This was a potpourri of data from various evaluations, without the possibility of selecting individual pieces of information. This was not only unwieldy for AdWords experts, but above all confusing for customer presentations.
With the AdWords report editor, Google now provides a remedy. Using drag & drop, individual reports can be created as desired, which are clearly visualized as tables, pie charts, line graphs or bar charts. Once you have decided on a display format, you can combine dimensions and measured values as required and thus correlate various aspects such as level of detail, alignment and location with, for example, performance and conversions. The filter function can also be used to exclude unwanted areas of dimensions or measurement values from the display. Last but not least: the selection of data can of course also be set to a desired time period.
However, there is still one or two shortcomings, as not all metrics such as keyword quality factors, cross-device conversions or social metrics are covered. Also, the number of selectable dimensions and metrics per chart is still very limited and moreover, not all values can be combined with each other. So there is still room for improvement in these areas. Nevertheless, the AdWords report editor is a very good and helpful tool for quick evaluations and meaningful, transparent reports for agency customers.