Undoubtedly custom columns are one of the best releases from G-ads. But I have seen adoption among PPCers is less for this feature.
For example, instead of reviewing all your CTRs in one column, you could create a custom column that would display your “desktop CTRs” and “mobile CTRs” only.
Here are some quick tips on how to use it efficiently.
Maximum estimated impressions
Formula = impressions / impression share
You can use the impression share metric in conjunction with the impressions metric to calculate the maximum number of impressions you could have received if your budget and ad rank were sufficiently high.
Maximum estimated cost
Formula = ((impressions / impression share) * CTR) * (average CPC / impression share)
See the performance of the account with 100% impression share
By multiplying your new CPC by your new clicks, you can work out how much your cost would go up by achieving a 100% impression share
Maximum estimated conversions
Formula = ((impressions / impression share) * CTR) * Conv. Rate
You can work out how many more conversions you would get by calculating the number of clicks you would receive and then multiplying it by your current conversion rate.
Predicted Spend
Formula =(Cost / day(today())) *day(offset_days(offset_months(month_start(), 1), -1))
This column is useful for judging the pacing of monthly spending. It takes the current spend divided by the number of days past in the month, times the number of days left in the month.
Percentage of daily budget spent
Formula = ((Cost / report_days_count()) / Daily_Budget)
This is great for identifying underspending or overspending campaigns, allowing you to adjust bid strategy targets or reallocate budgets to other campaigns.
Conversion trends (last 7 days vs. last 30 days)
Formula = (((Conversions.date_range(last_7_days) / 7) / (Conversions.date_range(last_30_days) / 30)) – 1)
This gives you the ability to see which direction a metric is trending and whether you need to take action to improve performance or capitalize on an opportunity.
Estimated CPA at 100% impression share = Maximum estimated CPA = (((impressions / impression share) * CTR) * (average CPC / impression)) / (((impressions / impression share) * CTR) * Conv. Rate)
Here’s how you’d calculate your account’s estimated CPA and ROAS if you tried to achieve a 100 percent impression share.
Actual ROAS
Formula = (Conv Value/Cost)
Google Ads does not have a ROAS column that you can fire up out of the gate. You can show ROAS as a percentage.
Lost Due to Budget
Formula = if(or(Search_Lost_IS_budget > 0, Display_Lost_IS_budget > 0), "impr limited by budget", "No lost impr share due to budget")
Offline conversions MQL
Formula = Conversions: Hubspot-MQLs + Conversions: Hubspot Opportunities.
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