About Advertising Insights
Advertising Insights present visual, actionable data about your optimized and active portfolios that contain active campaigns.
Each insight is generated on demand, and the output is either a file that you can download or an on-screen report. You can delete generated instances of insight files.
Types of Advertising Insights
(Advertisers with an Adobe Advertising-Adobe Analytics integration only) Identifies tracking issues, which are characterized by days with a click-to-instances ratio outside of the normal variance or with a 20% or higher variance. The report includes:
- A Microsoft® PowerPoint file with a summary of the data variance; a table and trend charts showing variance by campaign for the campaigns with the most tracking issues; troubleshooting suggestions; and an explanation of the report methodology.
- A Microsoft® Excel file with summary data for each campaign in the portfolio and daily data from the past month for each campaign.
NOTE: Portfolios without enough spend, or that were unable to spend to target in the last two days, aren’t available for the insight.
The insight includes an Excel workbook with individual sheets for weighted revenue (now called “objective value”), revenue accuracy, and lag factors. It also includes a Powerpoint file with various charts.
This insight can be used to help potential customers understand how Search, Social, & Commerce can boost performance and address deficiencies highlighted by the analysis. The Adobe Account Team may also use the insight to evaluate accounts before formally on-boarding a customer.
Identifies how well Search, Social, & Commerce predicts spend and revenue for a single active or optimized portfolio and identifies the sources of model inaccuracies. The report includes:
- A PowerPoint file with a summary of the predicted and actual cost, clicks, cost per click (CPC), revenue, revenue per click (RPC), and return on investment (ROI) in the previous seven days; aggregate data on overspending and underspending bid units in the previous month; trend charts showing cost model accuracy, revenue model accuracy, and the predicted cost, clicks, CPC, revenue, RPC, and ROI in the previous month versus the actual values; model accuracy by click level; the top underspending or overspending bid units; and recommendations to improve model accuracy.
- An Excel file with the model accuracy for each keyword and the model accuracy by day.
This insight provides more details than the portfolio-level model accuracy reports, which are available from the Portfolios view.
For single, multi-portfolio simulations, the spreadsheet includes two sheets: 1) a trend chart showing the normalized weighted revenue (now called “objective value”) for each target spend level (step) and 2) a table showing one row for each applicable spend level (step). For individual portfolio simulations, the spreadsheet includes 1) a Summary sheet listing all applicable portfolios and the time period and 2) two sheets for each portfolio: a) a trend chart showing the normalized weighted revenue (now called “objective value”) for each target spend level (step) and b) a table showing one row for each applicable spend level (step).
Shows quality score trends for keywords with impressions in either Google Ads or Microsoft® Advertising over the last 90 days. It includes a) a PowerPoint file and b) Excel files that include the 100 keywords with the highest spend and (when applicable) the top 100 keywords with poor quality scores.
Notes:
- When the portfolio has more than 20,000 bid units, only keywords with more than one click in the last 30 days (instead of 90 days) are included.
- Insights with data for many keywords take longer to generate.
The insight includes a spreadsheet of the cross matching queries, matched keywords, and performance data; network diagrams to help you visualize the relationships between cross-matching queries and keywords; the underlying search query report; and information about how to interpret the data.
Indicates whether your portfolios are configured per best practices. It includes:
- A PowerPoint file that shows whether key settings for all of your portfolios and their component campaigns are configured per best practices, whether any campaigns aren’t assigned to portfolios, and the consequences of deviations from best practices.
- An Excel file with a separate tab for each key portfolio setting and key campaign setting. The data includes the portfolio settings for each of your portfolios and the campaign settings for each campaign that doesn’t meet best practices.
The insight includes an Excel workbook with individual sheets for Detailed Performance (performance by time interval by campaign) and Recommended TBAs (recommended ad schedules for each campaign). You can export the Recommended TBAs sheet directly to the Google Ads editor. The insight also includes a Powerpoint file with supporting data and explanations.