Explain how to view the Google Ads management screen. Basic menu and points for discovering issues

Some people may be in trouble because they do not understand how to view the management screen, although they operate Google Ads . Since there are many menus and indicators, those in charge who have little experience in advertising operations may be at a loss as to what perspective to look at .

In this article, we will introduce the basic view of the Google Ads management screen and points to discover issues from numerical values .

Table of contents

  1. What you can do with the Google Ads management screen
  2. Configuration of the Google Ads management screen
  3. 5 basic menus of the Google Ads management screen
  4. The 6 Most Important Metrics in Google Ads
  5. Points and countermeasures for discovering issues on the Google Ads management screen
  6. Automate checks with the report function of the Google Ads management screen
  7. Understand how to view the Google Ads management screen and improve your results efficiently!

What you can do with the Google Ads management screen

On the Google Ads management screen, you can mainly do the following:

● Setting up a Google Ads account

You can set information about your account by selecting ” Settings ” → ” Account Settings ” from the side menu on the left side of the Google Ads management screen.

● Management of creation and delivery of Google Ads

It can be created by selecting ” Campaigns “, ” Ad Groups “, ” Ads and Assets “, ” Landing Pages “, and ” Keywords ” from the side menu on the left side of the Google Ads management screen . You can also check the status, edit, or delete each page .

● Information analysis and optimization of Google Ads

By selecting ” analysis information ” or ” optimization proposal ” from the side menu on the left side of the Google Ads management screen, you can analyze the advertisement being distributed and check the improvement proposal.

● Advertising payment settings

By clicking the ” Tools and Settings ” button at the top of the Google Ads management screen, you can check the billing status and change the payment method.

Configuration of the Google Ads management screen

Advertisements do not end once they are distributed, but it is necessary to periodically manage the distribution and check the results . Here, we will explain the overall configuration and view while looking at the Google Ads management screen.

Difference between campaign and ad group

First, let’s understand the basic structure of Google Ads . Google Ads consists of three layers : accounts , campaigns , and ad groups The role played by each layer is as follows.

  • Account : Located at the top of the 3-tier structure and manages the campaigns directly below
  • Campaign : Positioned in the middle of the 3-layer structure and collectively manages multiple ad groups
  • Ad Group : Positioned at the bottom of the 3-layer structure and sets ad text , keywords, etc.

Basically, you have one account per company and use that account to set up different campaigns . Then, the structure is to set an ad group for each campaign .

For example, if the campaign is for “household appliances” , the image is that the ad group is set to “washing machine” or “refrigerator”.

Helpful menus for analysis and reporting

Below is the ” Overview ” page of the Google Ads dashboard . You can select items from the sidebar on the left.

For example, on the ‘ Analytics ‘ page below , you’ll see interactions with ads you’ve served, costs incurred, and more.

These insights can be downloaded as reports. Here are the steps:

  1. Click ” Reports ” on the top tab
  2. Hover over ” Predefined Reports ” in the menu that appears
  3. In addition, a menu will appear, so select and click the format according to your needs.

● The screen that appears when you click “Report” → “Predefined Report” in the menu

The following is the report screen displayed when you select ” Campaign ” from “Basic”. Click ” Download ” at the top to complete the download. The download format can be selected from the following.


The download format can be selected from the following. Let’s analyze the downloaded data and use it for improvement and policy planning.

  • csv
  • Excel.csv
  • tsv
  • xml
  • csv.gz
  • xml.gz
  • pdf
  • png
  • Google Spreadsheet

In addition, when you open the ‘Improvements’ page , Google ‘s machine learning suggestions are presented to improve your ads . Let’s improve the ad as necessary, such as “display highly effective personalized ads ” or “apply structured snippets”. If you want to execute the plan, it is very easy to just click the “Apply” button.

There is also a “Settings” page at the bottom of the menu , where you can check and edit the settings of the created campaigns and Google Ads accounts .

5 basic menus of the Google Ads management screen

The five basic menus on the Google Ads management screen are:

  • campaign
  • ad group
  • Ads and assets
  • landing page
  • keyword

By switching the menu on the management screen, you can check each numerical value.

Below is the ” Campaigns ” page . On this page , you can see the number of clicks, cost, conversions, etc. for the campaign you created . It will be easy to see the transition because it is shown in the graph. Similarly, in ” Ad Group”, you can check the status of the created ad group in a graph.

In ” Ads and Assets”, the ad text registered in the ad group and the options for displaying the ad are displayed. You can see the number of impressions, clicks, and conversions.

” Landing page ” is a page where you can check the landing page ( the page displayed to the user who clicks on the ad ) that is set according to the ad . If you’re running an A/B test or multiple landing pages , check page -by-page performance here.


When you open the ” Keywords ” page , you can check the status of each keyword registered in the ad group as shown below . Since you can check the number of impressions and click rates for each search keyword , it is useful for focusing on highly effective keywords and selecting keywords to exclude. You can also get tips to review the ad text to improve the click-through rate .

The 6 Most Important Metrics in Google Ads

In order to actually operate Google Ads , it is necessary to analyze whether the registered advertisements were effective and to make improvements as necessary.

Advertising effectiveness is measured by various indicators, but the following six indicators are representative. Remember what each one indicates.

● Impression

The number of times an ad is displayed. It is often written as ” imp “.

● Number of clicks/clicks

Clicks are the number of times an ad is clicked on by a user. Click-through rate ( CTR ) refers to the frequency of clicks on an ad .


The cost incurred for a single click. Also known as ” CPC “.

● Number of conversions/conversion rate

A conversion is when a user takes the action your ad is targeting. The number of conversions is the actual number, and the conversion rate ( CVR ) refers to the frequency of conversions to ad impressions.

● Cost

The total cost of advertising . When analyzing cost-effectiveness, calculate the amount of “cost” and sales generated from advertising

Points and countermeasures for discovering issues on the Google Ads management screen

After confirming the 6 metrics that are important for confirming the effectiveness of your registered ads , you need to analyze the numbers and find out the issues . In order to find the problem, let’s be aware of the following four points.

  • few impressions
  • low click-through rate
  • low conversion rate
  • high CPA

Since the causes and countermeasures differ for each point, it is important to accurately analyze the situation of your company’s advertising .

few impressions

If you don’t get enough impressions to begin with, you won’t get good results. Impressions are essentially proportional to ad spend , so the best way to get more impressions is to increase your ad budget . By doing so, you can increase the campaign budget and ad group bid , etc., and the number of impressions and the chances of being displayed in a prominent position will also increase.

low click-through rate

The click-through rate for advertisements varies depending on the industry and the method of displaying advertisements , but the average click rate for listing advertisements is about 5%. If you’re below that number, you probably need to work on improving your CTR.

The reasons for the low click-through rate are considered to be ” low quality of the ad itself” and “target misalignment”. In order to increase the click-through rate, it is important to clarify the target once again and review the design and text of the advertisement .

Text , in particular , is easier to attract the user’s interest if you include numbers or ask questions . You can also run an A/B test and pick the one that gets the most response.

low conversion rate

The average conversion rate in Google Ads is 3.75% for listing ads and * 0.77% for display ads *.

If the number is lower than the above, it is possible that “the specific keyword is not used” or “it is displayed even when searched with an unrelated keyword”.

In order to increase the conversion rate of your ads , you should register more specific keywords or exclude unnecessary keywords .

high CPA

Looking at the CPA for the industry as a whole, the average is $48.96 (about 5,160 yen) for listing ads and $75.51 (about 8,000 yen) for display ads . Although there are differences in the amount depending on the industry, it is good to use the above amount as a rough guideline.

CPA is determined by the number of conversions and the total cost of advertising , so the reason for a high CPA is either “low conversions” or ” increased advertising costs”.

Countermeasures include lowering the cost per click in order to lower the overall cost , and increasing the number of conversions through measures that are conscious of the keywords mentioned in the previous section .

Automate checks with the report function of the Google Ads management screen

It is important to verify the effectiveness of registered ads , but it is troublesome to log in to the Google Ads management screen and download analysis reports every time.

In such a case, if you use the ” report function ” of Google Ads , you can automate the check of the effect and reduce the work of the person in charge.

The specific procedure for using the report function is as follows.

  1. Navigate to the desired report page
  2. Click “Schedule” next to “Download” instead of “Download”
  3. Set the report destination, frequency, and report format in the displayed window

Campaign page displayed from “Analysis information” , click “Schedule”

Window that appears after clicking Schedule. The following items can be set.

  • Who you share your schedule with
  • Period (one time, daily, weekly, monthly, etc. can be selected)
  • File format ((csv, pdf, png, etc. can be selected)

By setting these, the report will be sent automatically.

Understand how to view the Google Ads management screen and improve your results efficiently!

Google Ads is a convenient tool that allows you to set advertising costs according to your budget and visualize data related to advertising . In addition, by analyzing the figures confirmed on the management screen in detail, it is also possible to find out what kind of problems your company’s advertising has.

Instead of blindly modifying your ads , you can improve your advertising results more efficiently by taking countermeasures that match the issues . Ad improvement requires trial and error, so let’s master how to view the management screen and operate Google ads efficiently .

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