Knowledge Base/PPC/AdWords Insights

Adwords Insights

Nate Baker
posted this on August 30, 2011 09:07 AM


AdWords Insights

Ads > AdWords Insights

AdWords Insights is a collection of tools powered by your authorized Google AdWords account within the AdWords Metrics section. In each subsection of Insights, you can find data on how well your AdWords campaigns, ad groups and keywords are performing, including actionable information on how to improve that performance. Insights is broken into three sections: Keyword Quality, Flagged Pages and Search Query Performance.

All three tabs require an authorized AdWords account with active campaigns. Paused or deleted campaigns will not contribute data to these sections.

Case Study

When running an AdWords campaign, it's important to keep costs to a minimum by ensuring that your keywords and landing pages are at the highest quality possible. Keywords with a low quality score cost significantly more to bid on, which can cause your total costs to skyrocket if you're not careful. Once you've created your campaign in AdWords Manager, you can use AdWords Insights to wrangle those keywords.

Let's say that you're running an AdWords campaign for a client, but your budget is getting used up much more quickly than you expect. You can use the Keyword Quality tab to discover which keywords have the lowest Quality Score, based on which metrics. Flagged Pages will tell you which landing pages have trouble with quality or latency and the number of keywords they're affecting. And, finally, Search Query Performance gives you real data on what phrases are getting the most impressions and clicks in Google searches.

Authorize Your AdWords Account

  1. Navigate to PPC > AdWords.
  2. Click the New Account button. If you already have a Google Account authorized, you can choose that account from the dropdown menu and click the Use This Account button to use it in your Campaign.

  3. Click the Submit button after checking the Google AdWords option in the authorization window.

  4. Click the Accept button to allow Raven to display data from Google AdWords. If you are signed into multiple Google Accounts, you will be directed to choose the appropriate account. If you are not signed in at all, you'll be directed to sign in.
  5. Select a specific AdWords Account. Raven recommends that users authorize My Client Center (MCC) accounts, which contain multiple AdWords accounts. If you are authorizing a single AdWords account, skip this step.


AdWords Account Settings

Choose a Different Customer Account

If you authorized a MCC account in Raven, you can change the active account in Settings. Click the Settings icon and navigate to the Customer Accounts tab. Choose a new Customer Account from the dropdown menu and click Submit to save your changes.

Reauthorizing AdWords Accounts

If you'd like to tie a different AdWords account to the current Website or reauthorize your current account, you can do so by clicking the Tool Options button and choosing the Customize Settings option. In the window that appears, select the Reset Authorization tab and click the Reset Authorization button.


Insight Tools

AdWords Insights contains three Insights tools: Keyword Quality, Flagged Pages and Search Query Performance. For more information on each tool, view their individual Knowledge Base pages.

Keyword Quality

The Keyword Quality view presents a list of all Keywords with a Quality Score below 8. Click a Keyword, Campaign or Ad Group to view it within AdWords Manager or use the Bulk Actions menu to pause or delete a Keyword or multiple Keywords. This view only returns results for active Keywords, so if a keyword is paused at the Ad Group or Campaign level, it will not appear.

Every Adwords Keyword has a Quality Score and three indicators: Page Relevance, Page Quality and Page Latency. These three indicators or flags have scores of pass or fail and contribute heavily to determining the Quality Score of a Keyword. In general, a high Quality Score means your Keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).

Flagged Pages

The Destination URL listed in the Flagged Pages view are landing pages for one or more of your ads. These pages have been flagged because their affected keywords have low Page Quality and/or Page Latency. This is important because improving the quality of a Flagged Page can improve the Quality Score of all Keywords that lead to a page.

Search Query Performance

Search Query Performance allows you to discover which search terms are triggering specific Google AdWords keywords. This gives you greater insight and control over your campaigns. For example, you can exclude unrelated search terms from specific Ad Groups or Campaigns.


Each tab uses similar language to describe the performance of keywords, landing pages and search queries. For more detailed definitions of metrics and phrases, see each tool's individual Knowledge Base page.

  • Quality Score: Google AdWords assigns a score to ads ands keywords based on their relevance and the quality of the landing page associated with those ads and keywords. A higher score means a more useful ad/keyword, which translates to a lower minimum bid. Ads with a low quality score may not be displayed at all.
  • Relevance: To prevent ads from displaying on unrelated searches, Google considers if your keyword makes sense in comparison to your ad and landing page. If you have the keyword "Twitter Followers" associated with an ad about a bank, that keyword will likely show low relevance.
  • Page Quality: Landing Pages affect the quality score of the keywords and ads associated with them. This metric checks to see if Google thinks your landing page has original material, is transparent to your users and easy to navigate.
  • Page Latency: Page Latency is the amount of time it takes for a page to completely load. Slow loading landing pages are treated less kindly by AdWords.
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