The best way to present AdWords campaigns to clients

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Looking for the ideal way to present your carefully crafted AdWords campaigns to your client or your boss? Here’s the answer

UPDATE: HTML reporting has been removed from AdWords Editor in Version 11.0 so, for the time being, this method no longer works. This is a real shame as the HTML reports, as you can read below, were a great way of presenting campaigns to clients.

UPDATE: Since HTML reporting doesn't look like it's coming back to Version 11.0, you may, like us, wish to continue using version 10.6. Google reports only minor potential problems using this version and it can be downloaded here.

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Back when I first became involved in the use of Google AdWords I searched for an effective way to present Adwords campaigns for review and approval. Presenting information in an appropriate format for the relevant stakeholder is an important step in building confidence and developing trust in your actions and recommendations. Having been on both ends of the AdWords campaign approval process, I know just how true this is.

I searched Google and found nothing. I contacted my AdWords account manager and unfortunately, despite being excellent on many other occasions, they had no advice. I'd been asked myself to use the AdWords website to review campaigns and knew how inappropriate this was for building confidence. And I'd experimented with spreadsheets - you could probably customise a spreadsheet report to the point where it served the purpose of an effective review and approval tool, but I never had the time.

Sometime ago, the answer presented itself when I wasn't even looking for it. It was a serendipitous moment. And it's about time I shared that answer so that when you search Google for 'the best way of presenting AdWords campaigns to clients' you don’t draw a blank like I did.

The AdWords Editor

The answer to how to present AdWords campaigns to clients is to use the HTML reporting function in the editor.

The editor is the desktop application from Google that lets manage your campaigns while you are offline and synchronise your changes when you connect again. It has other advantages in my opinion, such as not making you wait for the page to reload every time you make a change.

While the editor is free to download and is covered in the Google certification training, I don’t feel that it, or its reporting functionality, are well promoted. Most people probably overlook it as a result.

You can download the Google AdWords Editor here

AdWords Editor HTML reports

How do the HTML reports produced by the editor resolve the problem of presenting your campaigns for review or approval? By presenting the information:

  • In logical groups
  • In a logical order
  • In a visually digestible format

By giving your client or boss a HTML AdWords editor report you will enable them to easily review the campaign settings, location targeting, adgroup structure, keywords and text adverts for your campaign. What I particularly love about the HTML report is the way it shows all of your text adverts, exactly as they will appear on Google, next to the list of keywords in the adgroup. This really aids effective and constructive critical review. And it will also help you to explain your strategy.

How to produce an AdWords Editor HTML report

This is the easy part. Producing an HTML report is as simple as:

1. Open the relevant account in the editor
2. Select the campaign or adgroup you want to produce a report on. If you want a report on the whole account or multiple campaigns you can skip this step.
3. Select the 'File' menu and then 'Export summary (HTML)'
4. Chose from the available options:
     a. 'Export whole account' if you want a report of every campaign
     b. 'Export selected campaigns and adgroups' if you want to select multiple campaigns and/or adgroups to report on. (Selecting
          this option brings up a new window in which you can tick individual campaigns/adgroups to appear in your report)
     c. 'Export current campaign' if you want a report on the currently selected campaign
     d. 'Export current adgroup' if you want a report on just the currently selected adgroup
5. In the save dialogue that opens, name your file and chose where you want to save.
6. Click 'Save' and you are done.

Deciding how to present your AdWords campaigns to stakeholders will never be a problem again.

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