Automatische rapporten uit AdWords, hoe stel je ze in?

Er valt zoveel informatie uit de AdWords statistieken te halen dat je soms door de bomen het bos niet meer ziet. Gelukkig kun je via AdWords een rapport aanmaken waarin je de belangrijkste prestatiegegevens in één overzicht te zien krijgt. Het is zelfs mogelijk om terugkerende rapporten in je mailbox te ontvangen. Hoe maak je een rapport aan, wat zijn de voordelen en hoe deel je deze met collega’s en klanten?

Rapport aanmaken in AdWords

Bij het overzicht met prestatiegegevens in AdWords zie je verschillende kolommen en tabellen staan. Het is mogelijk om kolommen en tabellen met informatie toe te voegen of te verwijderen. Door op de kolom te klikken wordt de sortering (= volgorde) aangepast. Zo is het bijvoorbeeld mogelijk om zoekwoorden met een hoge klikfrequentie bovenaan de lijst te weergeven.

Gebruik de filter om te bepalen welke gegevens je wel of niet wilt weergeven. Dit kan bijvoorbeeld handig zijn wanneer je alleen zoekwoorden met een lage kwaliteitsscore wilt weergeven. Zo kun je in één oogopslag zien welke zoektermen extra aandacht nodig hebben.

Voor een compleet overzicht raden we aan om het aantal vertoningen, aantal clicks, de kosten per klik, gemiddelde positie en converterende kliks aan te vinken. Vergeet niet de periode in te stellen voordat je op downloaden klikt.


Wat is het nut?

De hoeveelheid informatie op AdWords kan voor verwarring of afleiding zorgen. Bepaal voor jezelf welke informatie écht belangrijk is voor het bereiken van je doelstellingen. Zo voorkom je dat je beslissingen laat afhangen van informatie die er eigenlijk niet toe doet.

Bij het aanmaken van een rapport wordt alle gewenste informatie in één oogopslag weergeven. Bekijk je de resultaten in AdWords dan kan het zijn dat je meerdere pagina’s moet bezoeken om de gewenste informatie op tafel te krijgen. Een overzichtelijk rapport zelf aanmaken heeft de volgende voordelen:

  • je focust alleen op informatie die er echt toe doet.
  • eenvoudig te begrijpen en dus geschikt voor meetings
  • rapport in een Excelsheet die door iedereen, overal en vanaf elk apparaat geopend kan worden
  • ideaal voor de communicatie met klanten. Zo krijgen ze alleen begrijpbare informatie te zien.
  • collega’s en klanten kunnen opmerkingen plaatsen in het document

Hoe deel je deze met collega’s en klanten

Collega’s en klanten zitten niet altijd op een uitgebreid rapport te wachten. Terwijl jij naar meerdere factoren en gegevens kijkt willen collega’s en klanten waarschijnlijk alleen de belangrijkste prestatiegegevens zien. Zo kunnen ze in één oogopslag een conclusies trekken en snel beslissingen maken.

Klik op ‘Rapport e-mailen en plannen’ om wekelijks of maandelijks een rapport op je e-mail te ontvangen. Het is belangrijk dat je aangeeft welke informatie je precies wilt ontvangen. Zo kun je verschillende rapporten aanmaken en deze automatisch naar de mailbox van klanten of collega’s sturen. We raden je aan om het gedownloade rapport eerst te bekijken voordat je deze doorstuurt. Zo kun je de template van de Excelsheet in je eigen huisstijl weergeven, niet-relevante informatie eruit halen, de sortering van de gegevens aanpassen en eventueel opmerkingen toevoegen.

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