- [Instructor] I want to show you two additional reports
that you'll want to generate from time to time.
These are your search terms and user locations.
I'll select reports in the upper right hand menu
and from under predefined reports,
I'll hover over basic
and then search terms.
Now you'll be able to use this report
to understand if you're attracting the right customer.
Or even if you want to identify new search terms
that maybe aren't relevant, that you'll then want to remove
using your negative keyword list.
More often than not, you'll find keywords that make no sense
for your ad to be triggering for and you can remove them
by adding them to that negative keyword list.
Now you might also find keywords that are relevant
and you could choose to instead,
match those as exact match to make sure that those campaigns
stay very tightly grouped to that particular term.
And the exact match is really how you can begin to refine
your bids and budget because you'll have no questions
as to how the traffic is searching
and arriving on your landing page.
So if you see a search term that is driving a lion's share
of clicks, it could be really valuable to isolate
that search term as an exact match
in order to help you control costs.
Now you can also sort by conversions,
which is really helpful in understanding
which search terms are driving value.
You might have search terms that are driving a lot
of traffic but they're not driving conversions.
So when you start to correlate between the traffic
that you're getting versus the conversions
that you're getting, you can begin to understand
patterns of user behavior.
Now the next report we'll look at is user locations
and I'm going to select reports again,
in the upper right hand corner.
I'm going to hover over predefined reports,
hover over locations and then select user locations.
So here we can see a list of where all
of our ads were triggered from
and this can feel a little unwieldy.
So in the upper right hand corner, you can select from table
and you can select a bar chart if you'd like to group
by location type, region, metro area or even city.
So in this case, I could select city
and continue and now we could see
if multiple cities were grouped together.
In this case, there's simply not enough data
to populate this chart but this could be really helpful
if you had a small, regional area
and you wanted to quickly identify
which city was performing better than another.
Now whenever you make a change that you'd like to undo,
you'll find the options
undo and redo in the upper left-hand corner.
Now another way that we can use this report is to identify
if particular locations are driving
a particular amount of clicks
or if we have better conversions in certain areas.
And this can help us understand if perhaps,
our targeting is too broad
or if we've aligned on a new market
that we want to drive specific advertisements into.
In this case, you might find new ad groups
that you want to create and then you could use
language specific to users searching within that locale.
After your ads have been running a while,
pull these reports and see if there's any new insights
that you can learn.