Track your paid ad history to refine your bidding strategies in Google Ads.
Google Ads account tracks changes to your campaign, ad and creative settings over time — everything from bidding strategy to channels to targeted groups. With the new Google Ads account connector, you can see how your paid ads have performed over time by creating multiple history tables segmented by areas like campaign and ad group.
Google search traffic accounts for over 70% of all search engines, with roughly 73% of spend on paid ads, so it’s definitely not a channel to neglect. You need to track your metrics for each campaign, ad group and channel through Google Ads, and then surface that data through another tool like Google Analytics. This is essential for companies looking to maintain a digital presence, but there’s another step: analyzing configuration changes over time to better understand how your paid ads have performed. That’s where account information available through the AdWords API comes in.
It’s important to understand what’s currently happening with your Google Ad spend and adjust as needed — but, as the saying goes, those who cannot learn from history are doomed to repeat it. Looking at segmentation by channel, targeting group, campaign and ad group, you can see which spend strategies worked or didn’t work in the past, and refine your spend strategy accordingly.
The AdWords API is great because it allows you to programmatically pull all of the information available in your UI, but that information depth leads to another problem: How can you format the data in a way that brings together relevant information from multiple endpoints to tables that directly correlate this account history — including bidding strategies and targeting — with campaigns, ad groups and channel segmentation? Luckily, the new Google Ad account connector makes it easy to bring this information in for your marketing team, without relying on developer resources.
This data source also has a wide range of applications: finance use cases, merging data with applications like NetSuite, and better understanding paid marketing channels like Facebook Ads and LinkedIn. It can even be surfaced to your product strategy team to determine whether you’re targeting the appropriate market or you need to home in on a specific segment.
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