AdWords’ New Display Summary Kicks A$$

In July, AdWords released a new “Summary” option under the “Display Network” tab that provides advertisers with high-level insights. This view contains a table highlighting the following key performance stats: clicks, CTR, impressions, conversions, CPO, conversion rate and cost. In addition, there are graphs illustrating click trends, top performing keywords and demographics.

From my experience thus far, the most valuable insights on this page is the Demographic Breakdown. This gives advertisers a deeper understand of who exactly is clicking on their ads. These graphs are very visually appealing, so a simple screengrab could add a lot of value to your internal meeting. Age, gender, and parental status are also great levers that could help you optimize and improve display performance.

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