New AdWords Feature: Display Network summary

The AdWords interface, that set of rows and columns full of quantities and percentages is continually changing, for the better, of course. Little by little it is incorporating novelties that make it more visual and usable. If just a few weeks ago we talked about the New AdWords Report Editor, today I come to talk about another “update”, the Display Network Summary

You have already noticed that I have quoting the word novelty, and that, although this functionality has already some time, is not yet present in all advertising accounts. This button called “Summary”, which will gradually be incorporated into ALL the AdWords accounts with campaigns of the type “only for the display network”, is located within the tab “network display”.

Example of an Adwords account without the summary button

This is how the “Display Network” tab is displayed WITHOUT the “Summary” button.

Example of an Adwords account with the summary button

This is how the “Display Network” tab is displayed WITH the “Summary” button.

Features within the Display network summary

Metric Bar

Once we are inside of it, we find a bar with the basic metrics of the campaign, which in this case are: clicks, CTR, prints, conversions, cost per conversion, percentage of conversions and cost. We can click on each of them to review the segmentation cards that will be shown below based on the data of the metric we have selected.

A weakness of this tool that I think is advisable to highlight is that we can only know the information of these seven metrics. So there will be cases where we are not too useful, for example, if we want to work with Converted Clicks Instead of Conversions (and consequently with Converted cost per click And Percentage of converted Clicks). The non-existent option to replace these metrics by others limits their use, and from here we take advantage to make a call to the Lords of Google and implement it would make this tool more usable.

Example of a statistics bar in the Display network summary.

Bar with the different metrics offered by the Display summary.

Segmentation cards

Having already selected any of the metrics we show different statistics in the form of segmentation cards, one for each of the available segmentation methods (Display keywordsLocationsTopicsInterest and remarketing And Demographics).

Although it is true that it is very graphic and visual the summary of the Display network when identifying at first glance the criteria of segmentation that best performance have, it is also true that it is a purely informative section, and we need to leave this function to be able to perform any optimisation. It would be very useful to have the possibility to click on the portion of the graph that represents the best-performing display keyword and to be able to apply a bid adjustment directly from the same card.

You can launch the summary at both the account level and the campaign or ad group level. Segmentation cards will be displayed for all levels, as long as the segmentation methods have sufficient statistics for each of the metrics.

What types of graphics we find

Circular Graphics

The circular graphs represent the percentage weight of each of the specific segmentation criteria with sufficient relevance, on the total of the specific criteria within the same type of segmentation (P. e: Display keywords). In this way, each criterion is represented by a portion of a different size and color.

We can also display the “Show highlighted text” option to see the chart legend.

Example of a circular graphic of the display network

Example of a circular graph of the Display summary.

The metrics shown in the form of a circular graph are the Conversions, The Visible Print from Active View, The Clicks, and the Cost.

Bar charts

Bar Graphs order the percentage data from the specific criteria for each type of segmentation from the highest to lowest. In the event that there are many performance data, the card will only display the items with the most impact.
The metrics that represent this type of graphs are those of Percentage of clicksCost per conversion And Percentage of conversions.

Example of a bar graph of the display network

Example of a bar graph of the Display summary.

What do you think of this function? How did the Display network summary work for you?

Written by

Josue Simón

SEM · 02 / 09 / 2015

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