Overview
The Channel: Paid Search (B2B) report tracks Google Ads and Microsoft Ads performance for B2B clients, where success is measured in leads and pipeline rather than ecommerce revenue. Revenue, ROAS and AOV are left out of this version, so it focuses on conversions and CPA. For revenue views, use the standard Channel: Paid Search report.
Integrations Required
Paid Media (eg. Google Ads, Microsoft Ads)
Sections
Overview - KPI cards and trend lines for Impressions, CPM, Cost, Clicks, CPC, CTR, Marketing Conversions, Cost per Marketing Conversion and Marketing Conversion Rate. This answers: "Are we generating more leads for the same spend?" and "Is our cost per conversion rising or falling?"
Tactics - Tactics compared on Clicks, Impressions, Cost, CTR, CPC, CPM, Conversions, CVR and CPA. This answers: "Which tactics bring in leads at the lowest CPA?" and "How is each tactic trending over the selected period?"
Campaigns - Campaigns ranked by Conversions, with Impressions, Clicks, Cost, CTR, CPC, CPM, CVR and CPA. This answers: "Which campaigns drive the most leads?" and "Which campaigns are spending without converting?"
Ad Names - Conversions, Impressions, Clicks, Cost, CTR, CPC, CPM, CVR and CPA for each ad. This answers: "Which ads convert best?" and "Which ads should we pause or rewrite?"
Keywords - A keyword-level table of Clicks, Impressions, Conversions, Cost, CPA, CPC, CPM, CTR and CVR. This answers: "Which keywords bring in qualified leads at an acceptable CPA?" and "Where should we adjust bids or add negatives?"
