Google Ads Case Study

Google Ads incorporates standardized KPIs

Theres are crucial to understanding campaign performance and determining optimization. We group thse KPIs into two categories:

• Core Vitals
• Campaign Health

Core Vitals

Core vitals include metrics such as Impressions, Clicks, CTR, and Conversions. These KPIs give us a general overview of how the target audience is interacting with our campaign.

Campaign Health

Campaign Health metrics include a variety of Impression Share Metrics. These KPIs help us identify how our campaigns are being served to the target audience and how our campaigns are performing in the Google Ads bid network.

It is imperative to review Core Vitals and Campaign Health metrics to determine the best path for optimization. However, it can be very time-consuming and difficult to navigate the Google Ads UI in order to compare key metrics and provide relevant campaign visibility for our clients.

Our goal at Canopy is to rapidly determine the full scope of our client’s campaigns in order to optimize efficiently and effectively. As company growth occurs and our client base expands, we need to find new ways to adapt and manage the increased amount of data while still providing the highest quality service. To achieve this goal, we developed a campaign data management system we named Canopy IQ.

Canopy IQ

Canopy IQ facilitates a direct connection to the Google Ads UI and access to mission critical campaign metrics. We now visualize Core Vitals and Campaign Health metrics in a single, unified dashboard that is accessible 24/7 by our internal team and clients. This all-encompassing Google Ads data will have its own “section” of the reporting dashboard alongside other data sources including display advertising or social media. A unified data source greatly improves our ability to understand how our Google Ads campaigns are contributing to client’s overall goals and more importantly how efficiently we are able to pivot the campaign based on hard data and campaign attribution.

The following Canopy IQ graph is an example of how we can visualize core vital metrics and campaign health metrics in a centralized dashboard. These data points facilitate increased client visibility into their SEM performance while also allowing our specialists to optimize campaigns and tactics more efficiently.

Visualizing Google Ads KPIs through a data management system in combination with omni-channel tactical data has solved multiple reporting challenges. We can now improve the speed at which we understand the complete Google Ads campaign scope and provide more efficient optimizations to maximize campaign budgets.