How to Perform a Placement Analysis

In the next installment of our Ad Words Reporting 101 series: How to Perform a Placement Analysis. Let’s dive in!

Why?

INFORM. Keep clients up to date on where their ads are performing best and worst.

DECIDE. Observe which are most and least successful and determine action plans.

OPTIMIZE. Ultimately optimize account performance.

How?

1. Download a placement report off Google Ads

2. Create pivot tables and calculate CTR, CPC, CPA, and CVR

3. Create a performance summary of placements and placement URLs

Skills

1. Excel calculation functions

2. Create a pivot table in Excel 

3. Conditional and number formatting in excel

End product: