Overview
The Channel: Paid Search report focuses on SEM performance across platforms (like Google Ads, Microsoft Advertising), highlighting key campaign metrics, efficiency, and keyword strategy. It helps track both high-level performance and tactical optimization.
Integrations Required
Paid Media (eg. Google Ads, Microsoft Ads)
Sections
Performance Overview (Top Metrics Grid) - Shows key paid search KPIs including Impressions, Clicks, CTR, Cost, CPC, Conversions, CVR, CPA, Revenue, ROAS, AOV, and CPM with period-over-period comparisons. This answers: "How are our search campaigns performing overall?" and "Which metrics are trending up or down?"
Conversions & Metric Performance Trends - Dual trend charts showing conversion patterns and key metric performance over time. This answers: "What are our conversion trends?" and "How are our efficiency metrics trending?"
Tactic Overview & Breakdown - Detailed analysis of different search tactics (Brand, Non-Brand, Performance Max, Demand Gen) with performance visualization. This answers: "Which search tactics are driving results?" and "How should we allocate budget across different search strategies?"
Tactic Performance Table - Comprehensive breakdown showing each tactic's performance across all key metrics including CTR, CPC, CPM, conversions, revenue, CVR, CPA, AOV, ROAS, and cost contribution. This answers: "Which tactics deliver the best efficiency?" and "Where should we scale or optimize our search efforts?"
Campaign Overview - Top 10 Campaign Performance by Conversions showing which specific campaigns are driving the most conversions. This answers: "Which campaigns should we scale?" and "What campaign strategies are most effective?"
Keywords Overview - Detailed keyword-level analysis split between Brand Keywords and Non-Brand Keywords, showing clicks, impressions, AOV, conversions, cost, quality scores, CPAs, CPCs, CPMs, CTRs, CVRs, and revenue for each keyword. This answers: "Which keywords drive the most profitable traffic?" and "Where should we adjust bids or pause underperforming keywords?"
