How To

Using Digital Marketing Actionable Reporting

Visit our new Community site! The SSC is no longer updated. If you have bookmarked this page, click on the banner below – this will lead you to the corresponding page in the Community. Then, you can use the Star to save it there to show in the new ‘My Support Center’, in your Favourite Articles section. Use the search bar to find any other topics you're interested in.

Visit our New Community!



With paid search and shopping campaigns, it is imperative to constantly be monitoring performance. Based on various performance metrics it will be important to take the appropriate action in order to optimize your results. ChannelAdvisor Digital Marketing offers a dynamic Actionable Reporting view that will help you quickly and efficiently complete this task.

Begin in ChannelAdvisor, by navigating to Digital Marketing > Marketing Management > Actionable Reporting. This view will serve as your central headquarters for monitoring and managing your paid search and shopping campaigns. Simply navigate between the tabs to see performance data and make changes to the campaign as needed.

Click below to download our eBook to learn more about owning the Google Results page:

 

Prerequisites


 

Video


Using Digital Marketing Actionable Reporting – This video will give you an overview of the tools and options available in ChannelAdvisor Actionable Reporting. View Transcript

 

Tasks to Complete


Below are many of the tasks you can complete using this view:

 

Navigating the View


On each tab of Actionable Reporting, you will have several customization options to allow you to see the data that is most important to you.

 

General View Navigation

The options are as follows:

  • Viewing data based on a custom date range – By default this view will show data from the prior 7 days. To change this setting follow these steps:
    1. Select the date option from the upper left corner of your view.
    2. Select a beginning and end date from the calendar.
    3. You may also select a predefined date range from the drop down menu
    4. Or you can simply type in the date range using the text option.
    5. When done select Apply.
       
  • Selecting the number of records to appear on a page – By default you will be able to view 100 records per page. To change this setting follow these steps:
    1. Locate the drop-down menu at the bottom of the grid.
    2. Select the number of records from the drop-down that you wish to view per page.
       
  • Navigating from page to page – To navigate from page to page follow these steps:
    1. At the bottom of the grid select the Next or Last buttons to advance forwards.
    2. Select the First or Previous buttons to advance backward.
    3. Or simply type in the page number you wish to view in the text box.
  • Performance vs. Library – For the Campaigns, Ad Groups, Ads, Keywords, Product Targets, and Product Groups tabs, you can choose to either view the Performance or Library view of the respective tab's information. The Performance view will only show data for elements that performed during the selected date range (for example, Keywords Performance will only show data on keywords that performed during the selected date range), while the Library view will show all elements whether or not they performed during the selected date range, or even if they are active, inactive, or deleted.

 

Customize Columns

The columns in the grids can be customized in several ways. These ways include:

  • Rearranging Column Ordering
    1. Select a column heading.
    2. Drag the column heading to the desired location on the grid.
  • Adjusting Column Width
    1. Place your cursor between two column headings.
    2. Move the cursor to the right or the left to adjust the width of the column.
  • Adding and Removing Columns
    1. Select the Column button located at the top right and bottom right corner of the grid. A window will open up.
      • To add columns to your view – Under the Hidden Columns heading select the + sign next to the column heading.
      • To remove columns – Under the Visible Columns heading select the X sign next to the column heading
      • To adjust column order click and drag the column heading to the desired location.
    2. Select the Apply Changes button to save your settings.

 

Sort and Filter

In most cases you will want to only work with a select grouping that share similar characteristics by filtering your view based on specific criteria. Below are the various sort and filter options available to narrow your view:

  • Sort Columns – Click a column heading to sort data from ascending and descending order. An arrow will appear indicating how the column has been sorted.
  • Filter Columns – There are several methods of filtering columns that vary on the type of value being filtered.
    • Drop-down Filter – For columns that have a limited number of predefined values you will be able to filter on those values by selecting it from a drop-down menu filter.
    • Keyword Filter – For other columns you can filter for a keyword by selecting a qualifier from the drop-down menu and then typing in the keyword.
    • Range Filter – For other columns you can filter on a range between two specified values by entering a value in the From and To fields.
    • Greater Than Filter – Type a value in the From field and leave the To field blank. All data greater than the value in the From field will appear.
    • Less Than Filter – Leave the From field blank, and type a value in the To field. All data less than the value in the To field will appear.
    • Whenever a filter is in place you will see a row labeled Filtered that displays your filtered totals under the unfiltered Totals row.

Please Note:

  • When filtering for any percentages those values must be entered in decimal form.
  • When filtering for any money amounts those values must NOT include the currency symbol ($, £ etc.).

 

Save and Reset Filters

Whenever you have specific view settings and filters in place that you want to reuse you have the option to save those settings:

    1. Customize, sort and filter your view to your specifications.
    2. Select the Save Filter button near the top of the grid.
    3. Either choose a previous filter to save as or create a new filter by entering a filter name in the text box.
    4. Select Save when done.
    5. All saved filters can be accessed by selecting the Select a Saved Filter drop-down.
    6. To return to the default view simply select the Reset button and choose to clear filters and settings.

 

Reporting Actions


Below are the generally available actions that you can take in the Actionable Reporting view. Note, the options differ for each tab.

  • To select items to apply an action to, select the checkbox next to each item or to select all items in the view select the box at the top of the column.
  • The Play and Pause buttons will activate or deactivate all selected items.
  • The Trash Can button will delete all selected items.
  • The Bid button will allow you to adjust the bid amount for all selected items. Your options here will be:
    • To set all keywords to a specified money amount.
    • Ensure keywords are bid to achieve the first page of search results.
    • Increase or decrease a bid by a specified money amount or percentage.
  • The Export button will export your view to Excel.
  • The New button will allow you to add new items: campaigns, keywords, etc. Click the down arrow to reveal the drop-down menu of new items, and click on the provider icon for the type of item you would like to create. That will open a page where you can enter information about the new item. After it is created, you will be able to find the item on its respective tab, in the Library view.
  • The Uploads button is a drop-down menu of options for paid search and shopping bulk uploads: Ad Groups , Keywords , Ads , Promotions, and Scheduled Uploads.
  • The Tools button provides links to generate tracking URLs and update base URLs .

 

Actionable Reporting Tabs


Refer to the following sections for details about each Actionable Reporting tab and the additional actions that can be found within each view.

 

Channels, Providers, and Campaigns

  • The channels view provides you with insight to your paid search, comparison shopping, and natural search performance. Clicking on any of these channels will open the providers view, with details about that channel's provider performance. Note, the natural search performance data is reliant on proper tracking pixel implementation .
  • At both the providers and campaigns level, you can use custom tags to easily see segmented performance at a glance. Review the Tagging section at the bottom of this page to learn more.
  • At the campaign level, you can make changes to Mobile Bid Adjustments and Campaign Budgets by hovering over these fields in the grid and clicking the pencil edit icon. You can also change the status of campaigns by selecting the check box next to the campaign on the far left and clicking the appropriate status button.
  • Both the Campaigns Performance and Library views will show you how many Geo's (geographic locations) you are targeting with a bid modifier. Add the Number of Geo Bid Adjustments column to the grids to see the Geo count for each campaign, and click on count to open the Campaign edit dialog to review the locations that are being targeted and the associated bid adjustments.

 

Ad Groups

  • At the ad group level, you can make changes to the Ad Group name, Max CPC, and Mobile Bid Adjustments by hovering over these fields in the grid and clicking on the pencil edit icon. You can also change status to ad groups by selecting the check box next to the ad group on the far left and clicking the appropriate status button.
  • Google Mobile Bid Adjustments are supported in the Ad Groups view.

 

Ads

  • The Ads tab allows you to change status and edit ads.
    • Individual ad edits can be completed by clicking the pencil icon to the left of the ad unit. In this view, you can edit status, any line of ad text and the mobile preference for Google Enhanced Campaigns.
    • Bulk edits are also possible. To begin, select the ads you'd like to edit by filtering and selecting the appropriate ads. Next click the Edit button in the tool bar. In this view, you can edit ads that have similar or various text lines. Ads that do not share the same ad text in the various lines will show "varies" as that line's description. If you edit this line, it will replace that line in all your selected ads with the same text you input. You can also "duplicate" ads from this view. By duplicating ads, you will leave the originally selected ad alone and create a new ad variation in the same location(s) with the edits you've made.
  • You can also create new ads from this view by clicking the "+" button in the edit bar.
  • As Google and Bing treat editing as deleting the existing ad and creating a new one, when you edit an ad, you will not see the new ad you've just made in the Performance (default) view. In order to see the ads you've just created, before they've run and gathered performance data, look at the Ads Library view. You can also make changes to the status and copy ads from this view, regardless of whether an ad has performance data for the date range you were viewing.

 

Keywords

  • Via Actionable Reporting, you can manage keyword bids and statuses in bulk across both providers. Filters and sorting work just like the rest of the tabs, however, the keyword tab also has a sophisticated bid box that will allow you to increase or decrease bids across all your selected keywords by a money value or percentage. The bids are then calculated for each keyword based on the existing CPC and desired value change. Learn more about managing keywords with actionable reporting .
  • Performance at the keyword level in Actionable Reporting is segmented by device to allow for easier management of bids at the keyword level. Add the Device column to your view, and you will see small icons for Desktop or Laptop, Mobile, and Tablet next to each keyword for viewing this segmentation at a glance.

 

Webpage Targets

The webpage targets view displays cost and revenue performance metrics for webpage targets tied to your Google Dynamic Search ads. DSA performance data will only be available here if you complete the final step in the process of creating DSA campaigns, which is to set up webpage targets in Google AdWords. For more information, visit the Creating Google Dynamic Search Campaigns page.

 

Products, Product Targets, and Product Groups

  • The products tab displays performance metrics for the products included in your comparison shopping feeds, including Google Shopping. Here, you can filter by SKU to focus your view on a segment of products.
  • The product targets view displays both performance and library information for your Google Shopping Product Listing Ad campaign product targets. Products in Targets is the product-level detail for your Google Shopping product targets performance.
  • Use the product groups view to check on performance of your Google Shopping campaign product groups. Learn more about the new Google Shopping campaigns and product groups on the Setting Up Product Groups in Google Shopping Campaigns page.

 

Extensions (Sitelinks)

  • In the Actionable Reporting grid, you can create and manage Google Enhanced Sitelinks from the Extensions tab.
  • Sitelinks can be created as Mobile Preferred.
  • Creating a sitelink creates a Master Record into your Sitelink Library. Editing a sitelink edits that master record and therefore edits the sitelink text and destination URL in any campaigns that have the sitelink assigned to it.
  • Assigning a sitelink to a campaign or ad group associates the master record with a campaign or ad group and makes it eligible to show for that mapping.
  • You can assign up to 20 sitelinks per campaign.
  • You can remove a sitelink from a campaign or ad group by navigating to the Sitelink Library tab, selecting the assignment button for that sitelink and removing the desired campaign/ad group assignment(s).
  • Because you may have sitelinks with similar text but different landing pages, ChannelAdvisor has created the Nickname field. This field is not sent to Google at any point, but rather allows you to differentiate your sitelinks that may share text for easy management!
  • Sitelinks will not have tracking.searchmarketing URLs when they are sent to the provider. Instead, they will contain a parameter that allows us to track both cost and revenue associated with sitelink clicks back to the keyword that triggered the sitelink. This allows for the most accurate keyword level performance reporting for bidding. Any enhanced sitelinks you've upgraded from legacy sitelinks need to have "tracking.searchmarketing" URLs removed for our system to sync them.

 

Promotions

In the Promotions Library view, to assign products to the Google Shopping promotions you have created, click the Assign products to promotion icon for a specific promotion. In the dialog box that opens, you can either choose to assign all products that meet the filter criteria specified when the promotion was created, or select specific products to include in the promotion.

 

Tagging


In Actionable Reporting, you can apply tags to providers and/or campaigns. You may create up to 10 unique tags for your providers and an additional 10 unique tags for your campaigns. You may then sort and filter based on tags to see performance for a segment of your campaigns at a glance.

  • Select a campaign or provider that you would like to apply a tag to.
  • Click the Tags button on the top of Actionable Reporting.
  • Apply an existing tag or create new one.
  • When you have already created 10 tags, you will need to apply an existing tag or delete or rename a tag to create a new one.

You can manage your tags through the Manage Tags link in the Tags menu.

  • Renaming a tag will update that tag's name for all providers or campaigns using that tag.
  • Deleting a tag will remove that tag from the providers or campaigns using it.

Visit our new Community site! The SSC is no longer updated. If you have bookmarked this page, click on the banner below – this will lead you to the corresponding page in the Community. Then, you can use the Star to save it there to show in the new ‘My Support Center’, in your Favourite Articles section. Use the search bar to find any other topics you're interested in.

Visit our New Community!



With paid search and shopping campaigns, it is imperative to constantly be monitoring performance. Based on various performance metrics it will be important to take the appropriate action in order to optimize your results. ChannelAdvisor Digital Marketing offers a dynamic Actionable Reporting view that will help you quickly and efficiently complete this task.

Begin in ChannelAdvisor, by navigating to Digital Marketing > Marketing Management > Actionable Reporting. This view will serve as your central headquarters for monitoring and managing your paid search and shopping campaigns. Simply navigate between the tabs to see performance data and make changes to the campaign as needed.

Click below to download our eBook to learn more about owning the Google Results page:

 

Prerequisites


 

Video


Using Digital Marketing Actionable Reporting – This video will give you an overview of the tools and options available in ChannelAdvisor Actionable Reporting. View Transcript

 

Tasks to Complete


Below are many of the tasks you can complete using this view:

 

Navigating the View


On each tab of Actionable Reporting, you will have several customization options to allow you to see the data that is most important to you.

 

General View Navigation

The options are as follows:

  • Viewing data based on a custom date range – By default this view will show data from the prior 7 days. To change this setting follow these steps:
    1. Select the date option from the upper left corner of your view.
    2. Select a beginning and end date from the calendar.
    3. You may also select a predefined date range from the drop down menu
    4. Or you can simply type in the date range using the text option.
    5. When done select Apply.
       
  • Selecting the number of records to appear on a page – By default you will be able to view 100 records per page. To change this setting follow these steps:
    1. Locate the drop-down menu at the bottom of the grid.
    2. Select the number of records from the drop-down that you wish to view per page.
       
  • Navigating from page to page – To navigate from page to page follow these steps:
    1. At the bottom of the grid select the Next or Last buttons to advance forwards.
    2. Select the First or Previous buttons to advance backward.
    3. Or simply type in the page number you wish to view in the text box.
  • Performance vs. Library – For the Campaigns, Ad Groups, Ads, Keywords, Product Targets, and Product Groups tabs, you can choose to either view the Performance or Library view of the respective tab's information. The Performance view will only show data for elements that performed during the selected date range (for example, Keywords Performance will only show data on keywords that performed during the selected date range), while the Library view will show all elements whether or not they performed during the selected date range, or even if they are active, inactive, or deleted.

 

Customize Columns

The columns in the grids can be customized in several ways. These ways include:

  • Rearranging Column Ordering
    1. Select a column heading.
    2. Drag the column heading to the desired location on the grid.
  • Adjusting Column Width
    1. Place your cursor between two column headings.
    2. Move the cursor to the right or the left to adjust the width of the column.
  • Adding and Removing Columns
    1. Select the Column button located at the top right and bottom right corner of the grid. A window will open up.
      • To add columns to your view – Under the Hidden Columns heading select the + sign next to the column heading.
      • To remove columns – Under the Visible Columns heading select the X sign next to the column heading
      • To adjust column order click and drag the column heading to the desired location.
    2. Select the Apply Changes button to save your settings.

 

Sort and Filter

In most cases you will want to only work with a select grouping that share similar characteristics by filtering your view based on specific criteria. Below are the various sort and filter options available to narrow your view:

  • Sort Columns – Click a column heading to sort data from ascending and descending order. An arrow will appear indicating how the column has been sorted.
  • Filter Columns – There are several methods of filtering columns that vary on the type of value being filtered.
    • Drop-down Filter – For columns that have a limited number of predefined values you will be able to filter on those values by selecting it from a drop-down menu filter.
    • Keyword Filter – For other columns you can filter for a keyword by selecting a qualifier from the drop-down menu and then typing in the keyword.
    • Range Filter – For other columns you can filter on a range between two specified values by entering a value in the From and To fields.
    • Greater Than Filter – Type a value in the From field and leave the To field blank. All data greater than the value in the From field will appear.
    • Less Than Filter – Leave the From field blank, and type a value in the To field. All data less than the value in the To field will appear.
    • Whenever a filter is in place you will see a row labeled Filtered that displays your filtered totals under the unfiltered Totals row.

Please Note:

  • When filtering for any percentages those values must be entered in decimal form.
  • When filtering for any money amounts those values must NOT include the currency symbol ($, £ etc.).

 

Save and Reset Filters

Whenever you have specific view settings and filters in place that you want to reuse you have the option to save those settings:

    1. Customize, sort and filter your view to your specifications.
    2. Select the Save Filter button near the top of the grid.
    3. Either choose a previous filter to save as or create a new filter by entering a filter name in the text box.
    4. Select Save when done.
    5. All saved filters can be accessed by selecting the Select a Saved Filter drop-down.
    6. To return to the default view simply select the Reset button and choose to clear filters and settings.

 

Reporting Actions


Below are the generally available actions that you can take in the Actionable Reporting view. Note, the options differ for each tab.

  • To select items to apply an action to, select the checkbox next to each item or to select all items in the view select the box at the top of the column.
  • The Play and Pause buttons will activate or deactivate all selected items.
  • The Trash Can button will delete all selected items.
  • The Bid button will allow you to adjust the bid amount for all selected items. Your options here will be:
    • To set all keywords to a specified money amount.
    • Ensure keywords are bid to achieve the first page of search results.
    • Increase or decrease a bid by a specified money amount or percentage.
  • The Export button will export your view to Excel.
  • The New button will allow you to add new items: campaigns, keywords, etc. Click the down arrow to reveal the drop-down menu of new items, and click on the provider icon for the type of item you would like to create. That will open a page where you can enter information about the new item. After it is created, you will be able to find the item on its respective tab, in the Library view.
  • The Uploads button is a drop-down menu of options for paid search and shopping bulk uploads: Ad Groups , Keywords , Ads , Promotions, and Scheduled Uploads.
  • The Tools button provides links to generate tracking URLs and update base URLs .

 

Actionable Reporting Tabs


Refer to the following sections for details about each Actionable Reporting tab and the additional actions that can be found within each view.

 

Channels, Providers, and Campaigns

  • The channels view provides you with insight to your paid search, comparison shopping, and natural search performance. Clicking on any of these channels will open the providers view, with details about that channel's provider performance. Note, the natural search performance data is reliant on proper tracking pixel implementation .
  • At both the providers and campaigns level, you can use custom tags to easily see segmented performance at a glance. Review the Tagging section at the bottom of this page to learn more.
  • At the campaign level, you can make changes to Mobile Bid Adjustments and Campaign Budgets by hovering over these fields in the grid and clicking the pencil edit icon. You can also change the status of campaigns by selecting the check box next to the campaign on the far left and clicking the appropriate status button.
  • Both the Campaigns Performance and Library views will show you how many Geo's (geographic locations) you are targeting with a bid modifier. Add the Number of Geo Bid Adjustments column to the grids to see the Geo count for each campaign, and click on count to open the Campaign edit dialog to review the locations that are being targeted and the associated bid adjustments.

 

Ad Groups

  • At the ad group level, you can make changes to the Ad Group name, Max CPC, and Mobile Bid Adjustments by hovering over these fields in the grid and clicking on the pencil edit icon. You can also change status to ad groups by selecting the check box next to the ad group on the far left and clicking the appropriate status button.
  • Google Mobile Bid Adjustments are supported in the Ad Groups view.

 

Ads

  • The Ads tab allows you to change status and edit ads.
    • Individual ad edits can be completed by clicking the pencil icon to the left of the ad unit. In this view, you can edit status, any line of ad text and the mobile preference for Google Enhanced Campaigns.
    • Bulk edits are also possible. To begin, select the ads you'd like to edit by filtering and selecting the appropriate ads. Next click the Edit button in the tool bar. In this view, you can edit ads that have similar or various text lines. Ads that do not share the same ad text in the various lines will show "varies" as that line's description. If you edit this line, it will replace that line in all your selected ads with the same text you input. You can also "duplicate" ads from this view. By duplicating ads, you will leave the originally selected ad alone and create a new ad variation in the same location(s) with the edits you've made.
  • You can also create new ads from this view by clicking the "+" button in the edit bar.
  • As Google and Bing treat editing as deleting the existing ad and creating a new one, when you edit an ad, you will not see the new ad you've just made in the Performance (default) view. In order to see the ads you've just created, before they've run and gathered performance data, look at the Ads Library view. You can also make changes to the status and copy ads from this view, regardless of whether an ad has performance data for the date range you were viewing.

 

Keywords

  • Via Actionable Reporting, you can manage keyword bids and statuses in bulk across both providers. Filters and sorting work just like the rest of the tabs, however, the keyword tab also has a sophisticated bid box that will allow you to increase or decrease bids across all your selected keywords by a money value or percentage. The bids are then calculated for each keyword based on the existing CPC and desired value change. Learn more about managing keywords with actionable reporting .
  • Performance at the keyword level in Actionable Reporting is segmented by device to allow for easier management of bids at the keyword level. Add the Device column to your view, and you will see small icons for Desktop or Laptop, Mobile, and Tablet next to each keyword for viewing this segmentation at a glance.

 

Webpage Targets

The webpage targets view displays cost and revenue performance metrics for webpage targets tied to your Google Dynamic Search ads. DSA performance data will only be available here if you complete the final step in the process of creating DSA campaigns, which is to set up webpage targets in Google AdWords. For more information, visit the Creating Google Dynamic Search Campaigns page.

 

Products, Product Targets, and Product Groups

  • The products tab displays performance metrics for the products included in your comparison shopping feeds, including Google Shopping. Here, you can filter by SKU to focus your view on a segment of products.
  • The product targets view displays both performance and library information for your Google Shopping Product Listing Ad campaign product targets. Products in Targets is the product-level detail for your Google Shopping product targets performance.
  • Use the product groups view to check on performance of your Google Shopping campaign product groups. Learn more about the new Google Shopping campaigns and product groups on the Setting Up Product Groups in Google Shopping Campaigns page.

 

Extensions (Sitelinks)

  • In the Actionable Reporting grid, you can create and manage Google Enhanced Sitelinks from the Extensions tab.
  • Sitelinks can be created as Mobile Preferred.
  • Creating a sitelink creates a Master Record into your Sitelink Library. Editing a sitelink edits that master record and therefore edits the sitelink text and destination URL in any campaigns that have the sitelink assigned to it.
  • Assigning a sitelink to a campaign or ad group associates the master record with a campaign or ad group and makes it eligible to show for that mapping.
  • You can assign up to 20 sitelinks per campaign.
  • You can remove a sitelink from a campaign or ad group by navigating to the Sitelink Library tab, selecting the assignment button for that sitelink and removing the desired campaign/ad group assignment(s).
  • Because you may have sitelinks with similar text but different landing pages, ChannelAdvisor has created the Nickname field. This field is not sent to Google at any point, but rather allows you to differentiate your sitelinks that may share text for easy management!
  • Sitelinks will not have tracking.searchmarketing URLs when they are sent to the provider. Instead, they will contain a parameter that allows us to track both cost and revenue associated with sitelink clicks back to the keyword that triggered the sitelink. This allows for the most accurate keyword level performance reporting for bidding. Any enhanced sitelinks you've upgraded from legacy sitelinks need to have "tracking.searchmarketing" URLs removed for our system to sync them.

 

Promotions

In the Promotions Library view, to assign products to the Google Shopping promotions you have created, click the Assign products to promotion icon for a specific promotion. In the dialog box that opens, you can either choose to assign all products that meet the filter criteria specified when the promotion was created, or select specific products to include in the promotion.

 

Tagging


In Actionable Reporting, you can apply tags to providers and/or campaigns. You may create up to 10 unique tags for your providers and an additional 10 unique tags for your campaigns. You may then sort and filter based on tags to see performance for a segment of your campaigns at a glance.

  • Select a campaign or provider that you would like to apply a tag to.
  • Click the Tags button on the top of Actionable Reporting.
  • Apply an existing tag or create new one.
  • When you have already created 10 tags, you will need to apply an existing tag or delete or rename a tag to create a new one.

You can manage your tags through the Manage Tags link in the Tags menu.

  • Renaming a tag will update that tag's name for all providers or campaigns using that tag.
  • Deleting a tag will remove that tag from the providers or campaigns using it.
0
Your rating: None
0
Your rating: None