Connecting A Megalytic Account to AdWords
If you don’t already have a Megalytic account, you can sign up for a 14-day free trial (no credit card required) to start using the new features. Once you create your account, you will be asked to connect with Google Analytics, Google Webmaster Tools or Google AdWords.
Click on the Google AdWords logo and a window will open asking you to authorize Megalytic to have access to your AdWords data. Make sure you are logged into the Google account that you use to manage AdWords (e.g., your MCC account – if you manage multiple AdWords accounts for clients) – as indicated by the email address in the upper right corner.
When you click on the “Accept” button, a screen will appear showing each AdWords account you have access to (this will be a single account, unless you are logged in with your MCC email). You can select one or more to connect with Megalytic.
Once you click on “Connect,” Megalytic will automatically generate your first AdWords report, and take you to your workspace. Here, you will see the report titled “Sample Google AdWords Report” on the left hand side of the screen helping you to get started.
Let’s explore its contents to learn about Megalytic’s AdWords reporting features.
Exploring and Customizing an AdWords Report
To see the contents of this sample report, scroll down. In Megalytic, data is presented using Widgets. The first widget you’ll see is titled “AdWords KPIs Last Month” and it shows four AdWords Key Performance Indicators (KPIs) across all the Campaigns in your AdWords account. By default, the KPIs shown are Clicks, Click Through Rate (CTR), Average Cost per Click (Avg. CPC) and Conversions.
The top row displays the KPIs for last month, while the middle and bottom rows show comparative values for the previous month and the same month last year. In the example below, for instance, you can see that Clicks are up 2.44% from last month, and 575.56% from the same month last year. Conversions, on the other hand, are down 32.23% from last month, and up 355.56% from last year.
KPIs are a great way to begin a monthly AdWords report because they immediately show the reader the top-line performance and set the context for the rest of the report.
Customizing the Default AdWords Metrics
Should you want to use different metrics as your KPIs, Megalytic makes it easy to change the defaults. Suppose, for example, that rather than CTR and Avg. CPC, you need to show the total Cost (AdWords Spend) and the Cost per Conversion. To make this change, open the Widget Editor by clicking on the gear in the upper left corner. Then, scroll down to the Metric selector, uncheck CTR and Avg. CPC, and check the metrics Cost and Cost / converted clicks. Lastly, click “Apply Selection” to show the newly selected metrics.
You can also change the ordering of the metrics by dragging them up or down from within the widget editor.
After selecting your metrics and dragging the columns into the proper order, the modified widget looks like this.
Megalytic Presents AdWords Data in Widgets
As already noted, Megalytic relies on widgets to clearly present data. The widget we’ve just been looking at is called the Multi-KPI Widget–because it displays multiple KPIs across a single row.
The Notes Widget allows you to enter and format free form text in your reports. The text you add to a report to explain or expand upon insights can be as important as the data for communicating key insights to readers and proving your success. Because of this, Megalytic provides a versatile widget for editing the text portion of your reports.
The KPI Widget is similar to the Multi-KPI Widget that we just looked at, but it enables you to highlight details about a single metric. It includes a sparkline chart that provides graphical insight into performance over time.
Megalytic’s Widget Library – The AdWords Widgets
In addition to customizing the widgets in the sample report, you can add new widgets from Megalytic’s Widget Library. To see the AdWords widgets that are available in the library, click on the “+ Add Widget” button, and enter “adwords” into the search filter at the top of the library.
You will then see two types of AdWords widgets in the filtered results. The orange ones are Google Analytics Widgets that present data from an AdWords account that has been linked with the Google Analytics account.
The second group of widgets (these show the AdWords logo in the background) are the Direct AdWords Widgets that connect directly to your AdWords account.
As you can see, the four Direct AdWords Widgets are:
- AdWords Campaigns
- AdWords KPI
- AdWords Multi-KPI
- AdWords Networks
These four widgets are the ones used in the sample report we’ve been exploring. To add any of these widgets to a report, simply drag them from the widget library onto the report at the position where you want to insert them.
We’ve just looked at the Multi-KPI and KPI widgets. To explore the AdWords Campaign Widget, close the library by clicking the “X Close Library” button at the top of the screen, and scroll down to the next chart in the sample report titled “Top 3 Campaigns by AdWords Clicks.”
AdWords Campaign Widget
In this case, the very versatile AdWords Campaign Widget has been configured as a line chart showing the performance of your AdWords account’s top three campaigns over the last year.
This widget can also represent your AdWords campaign data using a bar chart, pie charts, tables, etc. To change the chart type used to display data, simply click on the gear in the upper left corner to open the widget editor, and select the desired chart type.
Ad Group, Ad and Keyword Reporting
You can also configure the AdWords Campaign widget to report on Ad groups, Ads and Keywords. Within the widget editor, there is a Dimension selector where you can pick the reporting dimension.
When you select one of the other dimensions, you will have the opportunity to filter that dimension by Campaign and Ad group. For example, below, we have selected the Keyword dimension, and filtered by the “Search – General” campaign. This configures the widget to report Keyword data for the single campaign “Search – General.” Under “Chart type,” we have selected “Table” to display the keyword data in a tabular format.
Closing the widget editor, we can now see that this widget is reporting keyword data in a table with columns for: Clicks, Impressions, CTR and Avg. CPC. As with the Multi-KPI widget discussed above, these default columns can be changed using the selector inside the widget editor.
Comparing AdWords Performance Across Time Periods
Like most Megalytic widgets, the AdWords widgets can be used to compare performance across time periods to create charts and tables that display month-over-month or year-over-year performance.
For example, you can configure that AdWords Campaign Widget to display performance by campaign–comparing this month with last month. This type of information is particularly relevant and engaging for the marketing team, because the business is always interested in how advertising spend is performing from month to month.
Network, Device, and Click-Type Reporting
Many of us use AdWords to advertise on multiple Google networks: Google search, Google Display and Search partners. We are also interested in reporting on AdWords clicks by device (e.g., mobile vs desktop) and click-type (e.g., Sitelink vs Headline). For reporting these statistics, Megalytic provides the AdWords Networks Widget.
You can use this widget, for example, to show the month-over-month performance of your AdWords campaigns across the different Google advertising networks. In the sample report generated when you created your account, you will find this table near the end. In this case, it shows that while traffic from the paid search networks declined from April to May, traffic from the display network increased dramatically–by over 130%.
Marketers are also very interested in understanding how their advertising is performing on mobile devices. By opening the widget editor and switching the dimension from Network to Device, this same widget can be used to report on advertising performance across device types.
In the example below, you can see that while desktop (Computers) advertising performance declined from April to May, mobile device clickthrough was up 450%.
Megalytic’s new AdWords integration enables analysts and marketers to provide detailed reporting on AdWords campaign performance. Beyond just aggregate numbers, Megalytics enables you to drill down and report on individual Campaigns, Ad groups, Ads and sets of Keywords.
Megalytic has earned a reputation as a powerful reporting solution for Google Analytics, and, with this integration, the tool brings the same power and convenience to AdWords reporting.
To try out Megalytic, sign up for our free 14-day trial (no credit card required).