[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fdave-alexander":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":132,"head_links":133,"breadcrumbs":120,"posts":137,"pages":115,"head":636},"Dave Alexander","","I'm a Senior Paid Media Strategist at Impression. I work on a number of client accounts, utilising my PPC expertise to implement the most effective techniques to help them grow their business.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJnGRR2J5-Dave-Alexander.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":85,"hero":116},"Senior Paid Media Strategist","\u003Cp>Senior Paid Media Strategist. Joined Impression in July 2021.\u003C\u002Fp>\n\u003Cp>I spent 3 years working at a full service marketing agency in Leicester working predominantly with national house builders. During my time at this agency, I progressed from account executive to becoming the company’s first PPC account manager, I became responsible for managing 26 accounts! Prior to this, I worked in basketball as a coach, community projects manager and marketing manager for the Leicester Riders & Leicester Riders Foundation.\u003C\u002Fp>\n\u003Cp>At Impression, I work on a variety of client accounts, utilising my knowledge in PPC to apply the best strategies to help their business grow. I also assist in creating new proposals and regularly support the wider PPC team.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I’ve represented Great Britain & England at a junior level in Kyokushin Karate.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy spending time with my family and playing basketball and golf.\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},221,"98","2020-12-18 15:16:14","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F",{"ID":31,"id":31,"title":32,"filename":33,"filesize":25,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":25,"date":39,"modified":39,"menu_order":25,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":46},8608,"Dave-Alexander","JnGRR2J5-Dave-Alexander.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJnGRR2J5-Dave-Alexander.png?auto=compress%2Cformat&q=90","\u002Fdave-alexander\u002F","12","dave-alexander","inherit","2021-07-23 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Alexander’s posts",{"data":91,"pages":115},[92,105],{"type_key":93,"title":94,"excerpt":95,"to":96,"postedAt":97,"readingTime":98,"image":99,"authors":100,"category":103},"post","Benefits of using CRM data in your Google Ads account","\u003Cp>Digital marketers are increasingly relying on data to make smart decisions about budgets, targets, and where they can gain an edge to grow their businesses. Information gathered from your CRM can be an excellent tool to source accurate, first-party data about your business, brand and product. Customer Relationship Management systems (CRM), such as Hubspot, Salesforce […]\u003C\u002Fp>\n","\u002Fblog\u002Fbenefits-of-using-crm-data-for-google-ads\u002F","2025-02-24T16:45:14",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[101],{"name":4,"image":102},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJnGRR2J5-Dave-Alexander.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":104,"name":18},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"type_key":93,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":114},"13 Custom Columns to enhance Google Ad reporting","\u003Cp>Launched in 2014, Custom Columns allows you to create bespoke metrics and text results within the Google Ads interface. Updated in April 2022, the recent iteration of the Custom Column feature introduced: Spreadsheet functions \u002F formulas  Calculate and compare dynamic date ranges Use other custom columns in a custom column Ability to filter custom variables […]\u003C\u002Fp>\n","\u002Fblog\u002F13-custom-columns-to-enhance-google-ad-reporting\u002F","2022-10-03T10:51:48",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113],{"name":4,"image":102},{"to":104,"name":18},"1",{"type":117,"style":118,"title":119,"heading":4,"intro":11,"services":12,"breadcrumbs":120,"photo":47,"social":132},"author","dark","Meet the Team",[121,124,127,130],{"path":122,"name":123},"\u002F","Home",{"path":125,"name":126},"\u002Fabout\u002F","About Us",{"path":128,"name":129},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":131,"name":4},null,{"twitter":5,"linkedin":5},[134],{"rel":135,"href":136},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fdave-alexander\u002F",[138,452],{"id":139,"date":140,"date_gmt":140,"guid":141,"modified":97,"modified_gmt":97,"slug":143,"status":19,"type":93,"link":96,"title":144,"content":145,"excerpt":148,"author":149,"featured_media":150,"comment_status":20,"ping_status":20,"sticky":147,"template":5,"format":151,"meta":152,"categories":155,"collections":157,"coauthors":158,"class_list":160,"acf":168,"head_links":169,"breadcrumbs":170,"url_path":96,"search_description":154,"featured_image_urls":177,"authors":212,"type_nicename":221,"reading_minutes":98,"category":222,"yoast_title":153,"yoast_meta":224,"yoast_json_ld":279,"_links":402},22276,"2023-04-05T10:03:30",{"rendered":142},"\u002F?p=22276","benefits-of-using-crm-data-for-google-ads",{"rendered":94},{"rendered":146,"protected":147},"\n\u003Cp>Digital marketers are increasingly relying on data to make smart decisions about budgets, targets, and where they can gain an edge to grow their businesses. Information gathered from your CRM can be an excellent tool to source accurate, first-party data about your business, brand and product.\u003C\u002Fp>\n\n\n\n\u003Cp>Customer Relationship Management systems (CRM), such as Hubspot, Salesforce and Pipedrive, to name a few, enable marketers to monitor customer behaviours and interactions with your business. Being able to harness this data in smart ways can help direct your approach to your PPC strategy\u003C\u002Fp>\n\n\n\n\u003Cp>PPC marketers can benefit from using CRM data in their Google Ads and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fmicrosoft-ads\u002F\">Microsoft Ads\u003C\u002Fa> accounts:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli> In lead generation verticals, we can use this data to monitor enquiry pipelines, lead quality and progression and calculate cost per lead and sale.\u003C\u002Fli>\n\n\n\n\u003Cli> In ecommerce verticals, we can use this data to monitor Lifetime Value (LTV) of customers, buyer behaviours and interactions, as well as spotting trends or hotspot locations.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Here are some ways we can utilise CRM data;\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#audience-creation\">Audience Creation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#customer-match-lists\">Customer Match Lists\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#enrich-conversion-data\">Enrich Conversion Data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#sales-quality-data\">Sales Quality Data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ratios\">Ratios\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#cost-per-enquiry-lead-sale\">Cost per Enquiry \u002F Lead \u002F Sale\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#optimise-keywords\">Optimise Keywords\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#lifetime-value-data-ltv\">Lifetime Value Data (LTV)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#source-breakdown-analysis\">Source Breakdown Analysis\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#location-data\">Location Data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#offline-conversions\">Offline Conversions\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"audience-creation\">\u003Cstrong>Audience Creation\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>CRM systems allow you to create audiences\u002Flists t based on a variety of different variables which can be static (set lists) or dynamic (auto-populating). These can be used for targeted campaigns such as remarketing, upselling and cross-selling.\u003C\u002Fp>\n\n\n\n\u003Cp>Here are a few audience\u002Flist ideas;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Purchasers in the last 30 \u002F 60 \u002F 90 days\u003C\u002Fli>\n\n\n\n\u003Cli>Purchasers with order values above £100\u003C\u002Fli>\n\n\n\n\u003Cli>Purchasers of certain product\u003C\u002Fli>\n\n\n\n\u003Cli>Purchasers that have made more than 2 purchases\u003C\u002Fli>\n\n\n\n\u003Cli>Users that viewed a video\u003C\u002Fli>\n\n\n\n\u003Cli>Users that downloaded a guide\u002Fbrochure\u003C\u002Fli>\n\n\n\n\u003Cli>Users that made a phone call\u003C\u002Fli>\n\n\n\n\u003Cli>Users that signed up for the Newsletter\u003C\u002Fli>\n\n\n\n\u003Cli>Users in a certain location of interest\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"customer-match-lists\">\u003Cstrong>Customer Match Lists\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In Google Ads, we’re able to upload \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6379332?hl=en-GB\">Customer Match Lists\u003C\u002Fa> which allows Google to identify existing customers of your business. You can export your customer’s information from your CRM via a manual upload, or some CRMs allow you to set up an active link which automatically updates the list every time a new customer is added to your CRM.\u003C\u002Fp>\n\n\n\n\u003Cp>One way you can use this feature is if you have a new customer offer that you only want to show to new customers, you can use the customer match list as a negative audience to stop them from seeing those specific ads. Or, if you have a special offer for returning customers that you don’t want new customers to see, you can target them specifically.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"enrich-conversion-data\">\u003Cstrong>Enrich Conversion Data\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If your Google Ads bidding strategy is optimised for conversions, you can only see up to the conversion action and not past it. Therefore, if a contact form is classed as conversion, the bid strategy only knows that a contact form has been submitted and will be optimised to get as many submissions as possible for that budget (at the set target CPA). These could be good-quality leads or low-quality leads, but fundamentally the bid strategy doesn’t know. However, when a CRM is connected, new conversion actions can be set up to report back the lead quality. This means the bid strategy can now optimise towards the higher quality leads and thus reduce the amount of low-quality leads. \u003C\u002Fp>\n\n\n\n\u003Cp>If Sales data is then included as well, the bid strategy is then supercharged with all this extra contextual data, allowing it to not only optimise to higher quality leads but higher revenue leads. This increases efficiency as it reduces wasted ad spend and staff time dealing with low-quality leads. Boosting spend and time on high-quality leads generates revenue and business growth. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1390\" height=\"781\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fppc-crm-enrich-conversion-data.png?auto=compress%2Cformat&q=90\" alt=\"Enrich conversion data. Full contextual conversion data. Lead quality data. Sales data.\" class=\"wp-image-22344\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"sales-quality-data\">\u003Cstrong>Sales Quality Data\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>For lead generation verticals we can use CRM data to monitor lead quality and volumes. This helps us to monitor how well a campaign is performing. If lead quality drops then you can look to see what keywords are driving those inquiries and remove them from the campaign or label to monitor. The same logic can be applied to a drop in lead volume, to see which terms have lost volume and assess whether budgets and targets are still sufficient for those terms.\u003C\u002Fp>\n\n\n\n\u003Cp>Within the CRM, ‘check points’ or statuses can be set up to monitor the progression of a lead through the sales pipeline. This could be from Enquiry to Qualified Lead and then to Quoted, Contract Signed and finally Sale. By having this data feed back into the bid strategies they can optimise towards high-quality leads and not just leads that stop mid-funnel.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ratios\">\u003Cstrong>Ratios\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>By having check points\u002Fstatuses on lead progress we are then able to calculate the ratios of how leads are performing. These ratios can then be used to calculate the required budgets and targets for each campaign based on real-time business performance data. For Lead Generation business three ratios to look at would be: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>‘Enquiry to Lead\u003C\u002Fstrong>’ \u003Cem>The number of enquiries that are needed for one Qualified Lead \u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>‘Lead to Sale\u003C\u002Fstrong>’ \u003Cem>The number of leads that are needed for one Sale\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>‘Enquiry to Sale’ \u003C\u002Fstrong>\u003Cem>The number of enquiries needed for one Sale\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Once you have the ratio for ‘enquiry to lead’ you can calculate the number of Conversions that are needed for one sale, you can then look at Lead to Sale and finally Enquiry to Sale;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Enquiry to Lead ratio\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The number of enquiries that are proceedable (eg, if you have 10 enquiries and 5 of them are proceedable then the ‘Enquiry to Lead’ ratio would be 2:1, you need 2 enquiries to get 1 lead)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Lead to Sale ratio\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The number of leads that become sales (eg, if you have 10 leads and 2 of them become sales then the ‘Lead to Sale’ ratio would be 5:1, you need 5 leads to get 1 sale)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Enquiry to Sale ratio\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The number of enquiries that become sales (eg, if you have 10 leads and 1 of them becomes a sales then the ‘Enquiry to Sale’ ratio would be 10:1, you need 10 enquiries to get 1 sale)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>With these ratios, we can then work out how many enquiries you need for 1 sale.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>1 sale = 5 leads = 10 enquiries\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>So if a company wanted 50 sales a day, they would need;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>50 sales = 250 leads = 500 enquiries\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>By understanding these ratios and the relationship between them you can then use them to monitor lead quality and identify areas of improvement for the business as a whole or the campaigns you have live. \u003C\u002Fp>\n\n\n\n\u003Cp>If the ratios increase but the enquiry volume has stayed consistent, then you can identify that there has been a change in how the enquiries are being handled\u002Fprocessed (internal issue). Whereas, if ratios have increased and enquiry volume has decreased, then there has been a change affecting Google Ads.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"cost-per-enquiry-lead-sale\">\u003Cstrong>Cost per Enquiry \u002F Lead \u002F Sale\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Once you have the ‘Enquiry to Lead’ and ‘Lead to Sale’ ratios mentioned above, we can then calculate the Costs.\u003C\u002Fp>\n\n\n\n\u003Cp>Knowing how much a lead and sale are costing a business is vital for any business to operate efficiently and effectively and be profitable. By understanding these two figures, businesses can push or pull back on advertising spend and are able to see the impact of different mixes of activity.\u003C\u002Fp>\n\n\n\n\u003Cp>These two costs can be worked out at a top level, taking into account all activity and lead sources or drilled down to individual sources\u002Fchannels to help you understand where the more efficient leads\u002Fsales are coming from. This can then be layered with Lead quality to understand whether the cheapest leads are the best for the business or whether a higher cost provides better quality, and how that can differ from channel to channel.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>To calculate the ‘Cost per Enquiry’; (also referred to as ‘CPA’)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cem>Ad Spend \u002F Number of Enquiries \u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>To calculate the ‘Cost per Lead’;\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cem>Ad Spend \u002F Number of Leads\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>To calculate the ‘Cost per Sale’;\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cem>Ad Spend \u002F Number of Sales\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Using the ratios from the example above, we can calculate the costs as well as the amount of Clicks and the budget required to hit the target. To Calculate this we will also need the Conversion Rate (CvR) and Avg Cost Per Click (CPC).\u003C\u002Fp>\n\n\n\n\u003Cp>1 sale = 5 leads = 10 enquiries\u003C\u002Fp>\n\n\n\n\u003Cp>Conversion rate of 10% = 100 Clicks\u003C\u002Fp>\n\n\n\n\u003Cp>Avg CPC of £2.00 = budget required of £200\u003C\u002Fp>\n\n\n\n\u003Cp>This gives us the Cost per Sale of £200 | Cost per Lead of £40 | Cost per Enquiry of £20\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1393\" height=\"783\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fppc-calculating-costs.png?auto=compress%2Cformat&q=90\" alt=\"Calculating costs\" class=\"wp-image-22291\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Once these values are calculated, you can then use them to optimise your campaign target CPA to get the most out of your budgets and campaigns.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"optimise-keywords\">\u003Cstrong>Optimise Keywords\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>When linking your CRM to Google Ads you can set it to pull through lots of different data points that can help you better understand where your customers have come from, including; \u003Cem>campaign name\u003C\u002Fem>, \u003Cem>ad group name\u003C\u002Fem> and \u003Cem>keyword,\u003C\u002Fem> etc. This can then allow you to evaluate the performance of individual campaigns\u002Fad groups\u002Fkeywords. \u003C\u002Fp>\n\n\n\n\u003Cp>If lead quality is low and a trend is identified for a certain keyword you can then remove it from the account or deduce budgets. Alternatively, if the lead quality is high then you can look to maximise opportunities through that keyword by assigning more budget, building out more keywords around that keyword theme and tailoring ad copy. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"lifetime-value-data-ltv\">\u003Cstrong>Lifetime Value Data (LTV)\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>CRMs allow us to keep track of customers’ interactions and transactions with a business over time. This allows us to see the impact of different marketing activities and identify behaviour trends in customers. LTV allows us to see the customer’s first touch point source and the value of it over a long period of time.\u003C\u002Fp>\n\n\n\n\u003Cp>For example; If you are running brand awareness or sign-up driving activity, you might not see good ROAS \u002F sales volumes, however, LTV allows you to see what these customers go on to do. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, someone lands on your website via a display ad and signs up for your newsletter and doesn’t purchase on the occasion, they then go on to make a purchase two months later. At the time of the display ad click, there was no purchase, so with an ‘instant sales’ mindset, the assumption is that the display campaign is not performing. However, looking at LTV you’d be able to see that it’s a slower burn and sales come further down the line. It may transpire that a shopping campaign drives more instant one-time sales, but the display campaign drives more long-term repeat customers. Thus offering a better long-term business investment, but this wouldn’t be realised without looking at LTV.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"source-breakdown-analysis\">\u003Cstrong>Source Breakdown Analysis\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As CRMs are able to store the original source of where a customer made contact with your business, you can use this to get an accurate look at Channel\u002Fsource breakdown, identifying which channels are driving leads and sales and the quality of them. This can be taken one step further to look at the value of the leads also. This is a great way to demonstrate the value and impact that Google Ads is having on a business. This can also be looked at with LTV to see if there is a difference between channels\u002Fsources and which offers higher long-term returns.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"location-data\">\u003Cstrong>Location Data\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Depending on the level of detail that is collected on a customer, you can also look at the geographic makeup of your customer base. Using this data you can investigate whether there are differences in locations or regions, with regards to Average Order Value (AOV), Lifetime Value (LTV) as well as Lead quality and Cost per Sale.\u003C\u002Fp>\n\n\n\n\u003Cp>Here you can identify if one region has a higher AOV but the sales ratio is low whereas another region has a lower AOV but a higher sales ratio. We can then use this information to inform budget distribution within the ads account to influence the volume of sales generated to help meet targets and business goals.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1389\" height=\"781\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fppc-crm-location-data.png?auto=compress%2Cformat&q=90\" alt=\"Location analysis. Average Order Value can differ drastically between cities and regions. Order Volume can also differ. Such as, London: £1,000 for 1 item vs Newcastle: £400 for 3 times.\" class=\"wp-image-22347\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"offline-conversions\">\u003Cstrong>Offline Conversions\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Not everything happens online on a business’s website, a lot can happen offline, including phone calls, in-store transactions, in person meetings to name a few. All these conversations and transactions can get captured and tracked in a CRM. This data can be retrospectively uploaded into Google Ads to help educate bid strategies and demonstrate impact and value.\u003C\u002Fp>\n\n\n\n\u003Cp>An example of this could be a campaign that drives ‘call for a quote’ conversions. The quote and sales data captured in the CRM can be uploaded into Google Ads so that the bid strategy can see which calls drove sales and how much revenue it has generated. This would allow the campaign to run on a Value-based bid strategy such as, Maximise Conversions Value (tROAS), rather than Maximise Conversions (tCPA) or less smart strategies.\u003C\u002Fp>\n\n\n\n\u003Cp>This blog highlights how CRM data can help improve and supercharge your Google Ads account. In addition, we hope we’ve provided meaningful ways to utilise your first-party data to help you make smarter decisions with KPIs, targets, budgets, audience targeting and reporting to drive business growth.\u003C\u002Fp>\n\n\n\n\u003Cp>For more blogs on PPC and Paid Media, be sure to check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fppc\u002F\">blog\u003C\u002Fa>. Or see our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F?service=paid-media\">PPC case studies\u003C\u002Fa> to see our work in action.\u003C\u002Fp>\n",false,{"rendered":95,"protected":147},85,22277,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":153,"_yoast_wpseo_metadesc":154,"inline_featured_image":147,"footnotes":5},"Benefits of using CRM data in your Google Ads account | Impression","PPC marketers can benefit from using CRM data in their Google Ads and Microsoft Ads accounts. 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growth.",[156],40,[],[159],185,[161,93,162,163,164,165,166,167],"post-22276","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",[],[],[171,172,175,176],{"path":122,"name":123},{"path":173,"name":174},"\u002Fblog\u002F","Blog",{"path":104,"name":18},{"path":131,"name":94},{"thumbnail":178,"medium":180,"medium_large":182,"large":184,"1536x1536":188,"2048x2048":190,"post-thumbnail":192,"12_col":194,"default_landscape":196,"default_portrait":198,"6_col_and_margin_short":200,"11_col_and_margin":202,"9_col_rectangle":204,"11_col":206,"staff_image_696_600":208,"rectangular_thumbnail":210},{"url":99,"width":179,"height":179},640,{"url":181,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=142&q=90&w=200",{"url":183,"width":53,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=547&q=90&w=768",{"url":185,"width":186,"height":187},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":189,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1094&q=90&w=1536",{"url":191,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1458&q=90&w=2048",{"url":193,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":195,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":197,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":199,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":201,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":203,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":205,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":207,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":209,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":211,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fcarlos-muza-hpjSkU2UYSU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[213],{"id":149,"path":214,"display_name":4,"job_title":10,"description":6,"avatar_url":102,"acf":215},"\u002Fabout\u002Four-team\u002Fdave-alexander\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":216,"photo":219},[217],{"page":218,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":25,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":25,"date":39,"modified":39,"menu_order":25,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":220},{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"defaul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Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":351,"streetAddress":352,"addressLocality":353,"addressRegion":354,"postalCode":355,"addressCountry":356},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[358,367,379],{"@type":359,"name":360,"geo":361,"address":365,"photo":338,"telephone":366},"Place","Impression Digital - Nottingham",{"@type":362,"latitude":363,"longitude":364},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":351,"streetAddress":352,"addressLocality":353,"addressRegion":354,"postalCode":355,"addressCountry":356},"+44 01158 242 212",{"@type":359,"name":368,"geo":369,"address":372,"photo":377,"telephone":378},"Impression Digital - London",{"@type":362,"latitude":370,"longitude":371},"51.50237208377361","-0.09229841534284115",{"@type":351,"streetAddress":373,"addressLocality":374,"addressRegion":375,"postalCode":376,"addressCountry":356},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":359,"name":380,"geo":381,"address":384},"Impression Digital - New York",{"@type":362,"latitude":382,"longitude":383},"40.726722746949","-74.00527778220652",{"@type":351,"streetAddress":385,"addressLocality":386,"addressRegion":387,"postalCode":388,"addressCountry":389},"160 Varick St","New York","NY","10013","USA",[391,394,396],{"@type":392,"name":393},"Country","Worldwide",{"@type":392,"name":395},"GBR",{"@type":392,"name":389},{"@type":398,"@id":399,"name":4,"image":400,"description":6,"url":136},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F5b0306e87df08873a39b55496dcffbe0",{"@type":305,"inLanguage":294,"@id":401,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJnGRR2J5-Dave-Alexander.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=966dd11e1ce9c5fe009bcdff94f39b367f",{"self":403,"collection":413,"about":416,"author":419,"replies":422,"version-history":425,"predecessor-version":429,"wp:featuredmedia":433,"wp:attachment":436,"wp:term":439,"curies":448},[404],{"href":405,"targetHints":406},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F22276",{"allow":407},[408,409,410,411,412],"GET","POST","PUT","PATCH","DELETE",[414],{"href":415},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[417],{"href":418},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[420],{"embeddable":88,"href":421},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F85",[423],{"embeddable":88,"href":424},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=22276",[426],{"count":427,"href":428},16,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F22276\u002Frevisions",[430],{"id":431,"href":432},32189,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F22276\u002Frevisions\u002F32189",[434],{"embeddable":88,"href":435},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F22277",[437],{"href":438},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=22276",[440,443,446],{"taxonomy":441,"embeddable":88,"href":442},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=22276",{"taxonomy":444,"embeddable":88,"href":445},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=22276",{"taxonomy":117,"embeddable":88,"href":447},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=22276",[449],{"name":450,"href":451,"templated":88},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":453,"date":454,"date_gmt":454,"guid":455,"modified":109,"modified_gmt":109,"slug":457,"status":19,"type":93,"link":108,"title":458,"content":459,"excerpt":461,"author":149,"featured_media":462,"comment_status":20,"ping_status":20,"sticky":147,"template":5,"format":151,"meta":463,"categories":466,"collections":467,"coauthors":468,"class_list":469,"acf":471,"head_links":472,"breadcrumbs":473,"url_path":108,"search_description":465,"featured_image_urls":478,"authors":510,"type_nicename":221,"reading_minutes":110,"category":518,"yoast_title":464,"yoast_meta":520,"yoast_json_ld":548,"_links":598},19298,"2022-10-03T09:10:00",{"rendered":456},"\u002F?p=19298","13-custom-columns-to-enhance-google-ad-reporting",{"rendered":106},{"rendered":460,"protected":147},"\n\u003Cp>Launched in 2014, Custom Columns allows you to create bespoke metrics and text results within the Google Ads interface. Updated in April 2022, the recent iteration of the Custom Column feature introduced:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Spreadsheet functions \u002F formulas \u003C\u002Fli>\u003Cli>Calculate and compare dynamic date ranges\u003C\u002Fli>\u003Cli>Use other custom columns in a custom column\u003C\u002Fli>\u003Cli>Ability to filter custom variables for conversions\u003C\u002Fli>\u003Cli>Non-metric columns supported within formulas\u003C\u002Fli>\u003Cli>New column data formats; “Date”, “Text”, “True\u002FFalse”\u003C\u002Fli>\u003Cli>The ability to apply multiple filters to one formula\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>What does this mean for you? These updates introduce new possibilities which wouldn’t have been possible before, unless you used 3rd party software outside of the Google Ads platform via data exports and dashboards. With Custom Columns, you can:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Glean fast, actionable insights\u003C\u002Fli>\u003Cli>Keep a closer eye on trends and changes within the market \u003C\u002Fli>\u003Cli>Increase efficiency with easier account management\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>You can now also compare metrics across different date ranges, allowing for dynamic formulas that reflect the report date you have selected. Previously, static date ranges would break if you hadn’t selected a specific report date range.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s how you can start creating custom columns and a few useful examples that you can use in your account right now.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-create-a-custom-column\">How to create a custom column\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-add-the-custom-columns-from-this-blog-to-your-account\">How to add the custom columns from this blog to your account\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#1-campaign-group-labelling\">1. Campaign & group labelling\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#2-identifying-new-keywords\">2. Identifying new keywords\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#3-yesterdays-percentage-change-in-a-metric\">3. Yesterday's percentage change in a metric\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#4-increased-competition\">4. Increased competition\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#5-increased-competition-advanced\">5. Increased competition (advanced)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#6-predicted-spend\">6. Predicted spend\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#7-average-daily-spend\">7. Average daily spend\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#8-percentage-of-daily-budget-spent\">8. Percentage of daily budget spent\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#9-yesterdays-conversions-up-down\">9. Yesterday's conversions up\u002Fdown\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#10-conversion-trends-last-7-days-vs-last-30-days\">10. Conversion trends (last 7 days vs last 30 days)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#11-conversion-breakdown-by-action\">11. Conversion breakdown (by action)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#12-percentage-of-spend-on-search-partners\">12. Percentage of spend on Search Partners\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#13-metric-on-target-true-false\">13. Metric on target (true\u002Ffalse)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tips-for-when-creating-custom-columns\">Tips for when creating Custom Columns\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-create-a-custom-column\">How to create a custom column\u003C\u002Fh2>\n\n\n\n\u003Cp>In the Google Ads Interface on the \u003Cstrong>\u003Cem>‘campaign’\u003C\u002Fem>\u003C\u002Fstrong> screen go to the menu on the right-hand side above the campaign table and click on;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>\u003Cem>‘columns’\u003C\u002Fem>\u003C\u002Fstrong> \u003C\u002Fli>\u003Cli>then ‘\u003Cstrong>\u003Cem>modify columns\u003C\u002Fem>\u003C\u002Fstrong>’\u003C\u002Fli>\u003Cli>scroll down to ‘\u003Cstrong>\u003Cem>Custom columns\u003C\u002Fem>\u003C\u002Fstrong>’ \u003C\u002Fli>\u003Cli>click ‘\u003Cstrong>\u003Cem>+ Custom Columns\u003C\u002Fem>\u003C\u002Fstrong>’. \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>From here you can start to create your column.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"577\" height=\"207\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-modify-custom-columns-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19349\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-creating-columns-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19342\" width=\"590\" height=\"275\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-add-the-custom-columns-from-this-blog-to-your-account\">How to add the custom columns from this blog to your account\u003C\u002Fh2>\n\n\n\n\u003Cp>To add these custom columns to your Google Ads account you will need to follow the instructions above and then click on the \u003Cstrong>\u003Cem>‘text’\u003C\u002Fem>\u003C\u002Fstrong> view. In the text view, you will be able to copy and paste the formulas and then click save. \u003C\u002Fp>\n\n\n\n\u003Cp>If you don’t select the text view you won’t be able to paste.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-create-column-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19341\" width=\"596\" height=\"364\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-campaign-group-labelling\">1. Campaign & group labelling\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data format:\u003C\u002Fstrong> Text (ABC)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level:\u003C\u002Fstrong> Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">if(contains(“Brand”, Campaign_name), “Brand”, “Generic”)\u003C\u002Fp>\n\n\n\n\u003Cp>This formula allows you to return a text result based on the campaign name or ad group name. This is useful when filtering or ordering your campaigns or ad groups. The below setup looks to return the text result ‘brand’ if the campaign name contains brand, if it doesn’t then it returns ‘generic’.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ideas of other variations: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Countries (eg, UK or US) \u003C\u002Fli>\u003Cli>Gender (Male or Female)\u003C\u002Fli>\u003Cli>High\u002FLow-profit margin\u003C\u002Fli>\u003Cli>Product or Service Category\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-labelling-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19346\" width=\"626\" height=\"202\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"416\" height=\"353\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-labelling-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19347\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-identifying-new-keywords\">2. Identifying new keywords\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format:\u003C\u002Fstrong> Text (ABC)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level:\u003C\u002Fstrong> Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">if(and(Conversions >2, Clicks < 100), “yes”, “-“)\u003C\u002Fp>\n\n\n\n\u003Cp>This column helps you identify new potential keywords based on the parameters you set. In the below set-up, the formula looks to see if a search term has had more than 2 conversions and less than 100 clicks. If it has then it returns “yes” and if it doesn’t then it returns “-”. You can then quickly filter your search query report to only show the terms returning “yes”, saving you time in your account.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ideas of other variations: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Campaign \u002F Ad Group level: Conversions more than X and CPA below X\u003C\u002Fli>\u003Cli>Keyword level: Cost above X and Conversions less than X\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-new-keywords-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19350\" width=\"679\" height=\"235\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"329\" height=\"411\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-new-keywords-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19351\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-yesterdays-percentage-change-in-a-metric\">3. Yesterday’s percentage change in a metric\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format\u003C\u002Fstrong>: Percentage (%)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level:\u003C\u002Fstrong> Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">(Impr.between_dates(yesterday, yesterday) – Impr.between_dates(yesterday.shift(0, 0, -1), yesterday.shift(0, 0, -1))) \u002F Impr.between_dates(yesterday.shift(0, 0, -1), yesterday.shift(0, 0, -1))\u003C\u002Fp>\n\n\n\n\u003Cp>This column provides you with the percentage change a metric had yesterday compared with the day before it. This is particularly useful for the ‘Impression’ metric as it allows you to spot trends in increasing or decreasing search volume and highlight changes within the market. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ideas of other variations: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Clicks\u003C\u002Fli>\u003Cli>Avg CPC\u003C\u002Fli>\u003Cli>Cost\u003C\u002Fli>\u003Cli>Conversions\u003C\u002Fli>\u003Cli>CPA\u003C\u002Fli>\u003Cli>ROAS (Conv Value \u002F Cost)\u003C\u002Fli>\u003Cli>Week date range\u003C\u002Fli>\u003Cli>Month date range\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-yesterday-change-in-metric-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19361\" width=\"630\" height=\"204\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"236\" height=\"323\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-percentage-change-in-metric-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19352\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"4-increased-competition\">4. Increased competition\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format:\u003C\u002Fstrong> Text (ABC)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level\u003C\u002Fstrong>: Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">if(and((Search_impr_share.between_dates(report_range_start, report_range_start) – Search_impr_share.between_dates(report_range_end, report_range_end)) > 0.02, ((Avg_CPC.between_dates(report_range_end, report_range_end) – Avg_CPC.between_dates(report_range_start, report_range_start)) \u002F Avg_CPC.between_dates(report_range_start, report_range_start)) < 0.01), “Increased”, “-“)\u003C\u002Fp>\n\n\n\n\u003Cp>This column takes into account decreases in Impression Share and increases in Average Cost-per-click (Avg. CPC) to identify if there has been an increase in competition in the market. If the statement is true then it will return “Increased”.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-increased-competition-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19343\" width=\"568\" height=\"205\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"256\" height=\"579\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-increased-competition-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19344\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"5-increased-competition-advanced\">5. Increased competition (advanced)\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format:\u003C\u002Fstrong> Text (ABC)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level:\u003C\u002Fstrong> Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">if(or(and((Search_impr_share.between_dates(report_range_start, report_range_start) – Search_impr_share.between_dates(report_range_end, report_range_end)) > 0.02, ((Avg_CPC.between_dates(report_range_end, report_range_end) – Avg_CPC.between_dates(report_range_start, report_range_start)) \u002F Avg_CPC.between_dates(report_range_start, report_range_start)) > -0.1), and((Search_impr_share.between_dates(report_range_end, report_range_end) – Search_impr_share.between_dates(report_range_start, report_range_start)) < 0.005, ((Avg_CPC.between_dates(report_range_end, report_range_end) – Avg_CPC.between_dates(report_range_start, report_range_start)) \u002F Avg_CPC.between_dates(report_range_start, report_range_start)) > 0.2)), “Increased”, “-“)\u003C\u002Fp>\n\n\n\n\u003Cp>Building on the above formula, this column goes one step further and looks at if Impression Share has decreased or stayed level and Avg. CPC has increased OR if Impression Share has decreased and Avg. CPC has increased or stayed the same. If either statement is true then it will return “Increased”.\u003C\u002Fp>\n\n\n\n\u003Cp>The market is never clear cut so this column allows for more variations and closer monitoring.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"631\" height=\"232\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-increased-competition-advanced-1-min.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19373\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"343\" height=\"581\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-increased-competition-advanced-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19345\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"6-predicted-spend\">6. Predicted spend\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format:\u003C\u002Fstrong> Money (£)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level:\u003C\u002Fstrong> Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">(Cost \u002F day(today())) * day(offset_days(offset_months(month_start(), 1), -1))\u003C\u002Fp>\n\n\n\n\u003Cp>This column is useful for judging pacing of monthly spends. It takes the current spend divided by the number of days past in the month, times the number of days left in the month.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ideas of other variations: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Impressions\u003C\u002Fli>\u003Cli>Clicks\u003C\u002Fli>\u003Cli>Conversions\u003C\u002Fli>\u003Cli>Individual Conversion actions\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-predicted-spend-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19356\" width=\"597\" height=\"201\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"275\" height=\"582\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-predicted-spend-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19355\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"7-average-daily-spend\">7. Average daily spend\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format\u003C\u002Fstrong>: Money (£)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level\u003C\u002Fstrong>: Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">(Cost \u002F report_days_count())\u003C\u002Fp>\n\n\n\n\u003Cp>This column allows you to see what the average daily spend is per campaign \u002F ad group \u002F keyword. This allows you to keep a closer eye on where your budget is going. It divides the cost by the number of days selected in the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F\">reporting\u003C\u002Fa> date range.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ideas of other variations: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Impressions\u003C\u002Fli>\u003Cli>Clicks\u003C\u002Fli>\u003Cli>Conversions\u003C\u002Fli>\u003Cli>Individual Conversion actions\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-average-daily-spend-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19334\" width=\"591\" height=\"184\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"275\" height=\"582\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-predicted-spend-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19355\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"8-percentage-of-daily-budget-spent\">8. Percentage of daily budget spent\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format\u003C\u002Fstrong>: Percentage (%)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level\u003C\u002Fstrong>: Campaign\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">((Cost \u002F report_days_count()) \u002F Daily_Budget)\u003C\u002Fp>\n\n\n\n\u003Cp>This column gives you insight into how much of your campaign level budget is being spent per day. This is great for identifying campaigns that are underspending or overspending which then allows you to adjust bid strategy targets or reallocate budgets to other campaigns to make sure you’re getting the most out of your overall account budget.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-percentage-of-daily-budget-spend-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19353\" width=\"605\" height=\"207\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-percentage-of-daily-budget-spend-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19354\" width=\"301\" height=\"341\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"9-yesterdays-conversions-up-down\">9. Yesterday’s conversions up\u002Fdown\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format\u003C\u002Fstrong>: Text (ABC)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level:\u003C\u002Fstrong> Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">if((Conversions.date_range(yesterday)) < (Conversions.date_range(last_30_days)\u002F30), “down”, “up”)\u003C\u002Fp>\n\n\n\n\u003Cp>This column looks at the number of Conversions yielded yesterday compared to the Last 30 days and tells you if yesterday’s performance was up or down in comparison. This is great for keeping an eye on how performance is going and can help you identify issues or opportunities if it’s the same results over the course of a few days.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ideas of other variations: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Impressions\u003C\u002Fli>\u003Cli>Clicks\u003C\u002Fli>\u003Cli>Cost\u003C\u002Fli>\u003Cli>Individual Conversion actions\u003C\u002Fli>\u003Cli>Last 7 days’ date range\u003C\u002Fli>\u003Cli>Last 14 days’ date range\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-yesterday-conversions-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19363\" width=\"658\" height=\"228\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"263\" height=\"580\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-yesterday-conversion-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19362\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"10-conversion-trends-last-7-days-vs-last-30-days\">10. Conversion trends (last 7 days vs last 30 days)\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format\u003C\u002Fstrong>: Percentage (%)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level\u003C\u002Fstrong>: Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">(((Conversions.date_range(last_7_days) \u002F 7) \u002F (Conversions.date_range(last_30_days) \u002F 30)) – 1)\u003C\u002Fp>\n\n\n\n\u003Cp>This column produces a percentage change in the last 7 days vs the last 30 days. This gives you the ability to see which direction a metric is trending and whether you need to take action to improve performance or capitalise on an opportunity.\u003C\u002Fp>\n\n\n\n\u003Cp>Ideas of other variations: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Impressions\u003C\u002Fli>\u003Cli>Clicks\u003C\u002Fli>\u003Cli>Cost\u003C\u002Fli>\u003Cli>Individual Conversion actions\u003C\u002Fli>\u003Cli>Last 7 days vs 14 days date range\u003C\u002Fli>\u003Cli>Last 14 days vs 30 days date range\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-conversion-trend-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19338\" width=\"732\" height=\"249\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-conversion-trend-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19339\" width=\"714\" height=\"308\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"367\" height=\"581\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-conversion-trends-3-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19340\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"11-conversion-breakdown-by-action\">11. Conversion breakdown (by action)\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format:\u003C\u002Fstrong> Text (ABC)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level:\u003C\u002Fstrong> Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">concat(“Contact Forms: “, to_text(Conversions.conversion_action(“Quote form submit”)), ” Calls: “, to_text(Conversions.conversion_action(“Calls from ads”, “Website calls from ads”)))\u003C\u002Fp>\n\n\n\n\u003Cp>This column breaks down the number of conversions you’ve had from each conversion action. This allows you to see what your splits are between actions and spot any increases\u002Fdecreases in volumes.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ideas of other variations: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>All Conversions by Device type\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-conversion-breakdown-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19336\" width=\"699\" height=\"225\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"239\" height=\"582\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-conversion-breakdown-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19337\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"12-percentage-of-spend-on-search-partners\">12. Percentage of spend on Search Partners\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format:\u003C\u002Fstrong> Percentage (%)\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level:\u003C\u002Fstrong> Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Formula:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">Cost.network(partners) \u002F Cost\u003C\u002Fp>\n\n\n\n\u003Cp>This custom column gives you insight into how much of your budget is being spent on ‘Search Partners’ so that you can make an informed decision on whether to continue running search ads on them or not.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ideas of other variations: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Impressions\u003C\u002Fli>\u003Cli>Clicks\u003C\u002Fli>\u003Cli>Conversions\u003C\u002Fli>\u003Cli>Metric on Display Network\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-search-partners-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19357\" width=\"627\" height=\"209\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"281\" height=\"399\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-search-partners-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19358\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"13-metric-on-target-true-false\">13. Metric on target (true\u002Ffalse)\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Data Format:\u003C\u002Fstrong> True \u002F False\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Level:\u003C\u002Fstrong> Campaign \u002F Ad Group \u002F Keyword\u003C\u002Fp>\n\n\n\n\u003Cp>Formula:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-text-color\" style=\"color:#0037ff\">not(Conversion_value_per_cost < 10)\u003C\u002Fp>\n\n\n\n\u003Cp>This custom column gives you insight into if a Campaign \u002F Ad Group \u002F Keywords is achieving your set account level KPI. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ideas of other variations: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Impressions\u003C\u002Fli>\u003Cli>Clicks\u003C\u002Fli>\u003Cli>Cost\u003C\u002Fli>\u003Cli>Conversions\u003C\u002Fli>\u003Cli>CPA\u003C\u002Fli>\u003Cli>Impression Share\u003C\u002Fli>\u003Cli>Click Share\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-metric-on-target-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19348\" width=\"683\" height=\"220\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"159\" height=\"358\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-true-false-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19360\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>These are just a handful of ideas and there are lots of different variations that can be made using these as bases to build from. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tips-for-when-creating-custom-columns\">Tips for when creating Custom Columns\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Custom Column Name\u003C\u002Fstrong>  \u003C\u002Fp>\n\n\n\n\u003Cp>Keep this short as it will be shown at the top of the column in your campaign\u002Fad group\u002Fkeyword view so long titles will take up a lot of screen space meaning less room for your important new metrics and insights. We love acronyms in Digital Marketing so make sure you use them.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>Custom Column Description\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This is where you can put in as much detail as you want, there is nothing worse than creating a custom column for a specific need, only having to use it a couple of times but every time you have to open it back up to remember exactly what it calculates. The description only shows when you hover your mouse over the column title so there’s no need to worry about writing too much or even including the full formula in the description so you have a quick and easy reference.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>Data Format\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This may be the most important box to fill out correctly, if you select the wrong format and click save, that format is saved forever and can’t be changed. So if you get it wrong you’ll have to delete the columns and start again.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>Column Sets\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>To save you from having hundreds of columns showing and having to scroll right for ages to find the column you’re looking for you can set up Column sets by theme so that you can have all your ‘trending’ columns together or all your ‘projection’ columns together.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"176\" height=\"260\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-column-set-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19335\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cp>\u003Cstrong>Set up Rules\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>You can set up rules to complete actions as a result of a value in your custom columns. For example that could be to send an email alert or increase\u002Fdecrease budgets if competition increases.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-set-up-rules-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19359\" width=\"640\" height=\"307\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cp>We recognise and thank some of the professionals within the industry for creating some of these custom columns that have inspired this blog, such as Koos Hoeijmakers (Greenhouse).\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>For more tips and advice on how to get the most from your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> performance and reporting, be sure to check out more in our blog. Explore our white papers, webinars and more in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002F\">resources\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":107,"protected":147},19333,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":464,"_yoast_wpseo_metadesc":465,"inline_featured_image":147,"footnotes":5},"13 Custom Columns to enhance Google Ad reporting | Impression","Here’s how you can start creating custom columns and a few useful examples that you can use in your account to enhance your Google Ads reporting.",[156],[],[159],[470,93,162,163,164,165,166,167],"post-19298",[],[],[474,475,476,477],{"path":122,"name":123},{"path":173,"name":174},{"path":104,"name":18},{"path":131,"name":106},{"thumbnail":479,"medium":480,"medium_large":482,"large":484,"1536x1536":486,"2048x2048":488,"post-thumbnail":490,"12_col":492,"default_landscape":494,"default_portrait":496,"6_col_and_margin_short":498,"11_col_and_margin":500,"9_col_rectangle":502,"11_col":504,"staff_image_696_600":506,"rectangular_thumbnail":508},{"url":111,"width":179,"height":179},{"url":481,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":483,"width":53,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":485,"width":186,"height":187},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":487,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":489,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1365",{"url":491,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C455%2C2333%2C1480&w=1860",{"url":493,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":495,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":497,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":499,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":501,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":503,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":505,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":507,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":509,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F09\u002Fcustom-columns-google-ads-feature-image-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=0%2C447%2C2333%2C933&w=750",[511],{"id":149,"path":214,"display_name":4,"job_title":10,"description":6,"avatar_url":102,"acf":512},{"job_title":10,"full_bio":11,"specialist_service_links":513,"photo":516},[514],{"page":515,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":25,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":25,"date":39,"modified":39,"menu_order":25,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":517},{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"1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