Today CPC Strategy’s Paid Search team discovered a new AdWords feature in the wild. AdWords Custom Columns, a reporting tool which allows advertisers to segment different metrics easily, expands the analysis ability for Google PPC managers.
New AdWords Reporting Feature
The feature is unique in that it allows Google advertisers to create a custom column to view performance metrics (clicks, spend, conversions, CTR, ROI, etc.) by the following segments:
- Network (Google search, Display, Search partners)
- Top vs other (including Search partners)
- +1 annotations
- Conversion name (useful for multiple conversions or websites setup in the account)
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For example, advertisers can create a column to only view conversions on the top of the Google search page, or only spend on mobile devices.
AdWords Custom Column Setup
To set up Custom Columns in AdWords, follow the steps below:
- Click on columns > customize columns
- At the bottom of the options, select custom columns
- Click +column button
- Name your custom column
- Choose your metrics
- Choose your segment
More info on custom columns can be found here.
“Custom Columns are an awesome new feature. Advertisers can now create custom metric columns for Networks, Top vs. Other, Device, and other metrics- and sort accordingly.
Currently, an advertiser looking to analyze keywords that are spending a lot on mobile can’t parse that data effectively within AdWords- that’s something that needs to be exported to Excel. But with custom columns, advertisers can create a custom column for that metric and sort directly within the user interface, which is a great feature.”
-David Weichel, Paid Search Director