All marketing clients have access to Google Data Studio Reports for Google Ads which gives them an overview of their campaign performance in real time.
The Top 5 Things to look out for are:-
1. Review Cost & All Conversion Value (page 1)
2. Branded Search Cost per acquisition (page 2)
This shows the cost per acquisition for all brand campaigns combined and individually. This cost compares directly with commission costs you would pay to an OTA for the same booking and we aim to keep this below 10%.
3. Conversion Types (page 6)
Google Ads does not just generate bookings. This report shows additional conversion types (e.g. vouchers, calls).
4. Keyword Analysis (page 7)
See search impressions for your keywords, particularly of interest for non-brand keywords
5. Year to date performance (page 8)
Review seasonal trends in terms of costs/revenue/brand demand and brand CPA