Advertising, SEO and various other techniques are utilized today to support the success of online businesses. Google Adwords fall into such category that utilizes pay per click (PPC) advertising. 

Everybody in the digital market space is talking about Google Adwords which started in 2000 and was rebranded to Google Ads on July 24, 2018. So, don’t get confused. These two terms are similar and interchangeable. 

How Google Adwords work

Google Adwords is designed for companies who intend to display advertisements with the Google network. What is unique about this service, as compared with other advertising models, is that payment is based on results. You are not paying for the service of displaying your ads, but rather, you pay only when your ad is clicked or when it generates leads and sales. 

The AdWords marketplace works as an auction. But Google does not simply look at the price bid, it also considers a quality factor. Google Adwords also focus on keywords. Companies create ads based on the keywords that users would often employ when searching for a particular topic on the Internet. Ads would then be displayed when the system detects the keyword being explored.

Aside from monitoring the number of clicks in your ad, Google also counts the impressions or the number of times that your ad has been shown. It also provides the click-through-rate, or CTR, which is the percentage of users who land on your advertised page. The CTR value is significant in determining the success of your ads

Benefits of Google AdWords

  • Google AdWords is easy to set up. Unlike most SEO services, AdWords takes a couple of hours or shorter to accomplish. This service is excellent if you want to generate sales and leads right away. Although SEO services are effective tools to scale a website over the long-term. 
  • This service is performance-based. Pay when your ad is clicked or when your ads generated leads and sales. 
  • It provides equal footing to compete with known brands in the industry. When you know the right combination of bid and keyword, your ad can surpass those big names in the industry.

Monitoring success

After setting up your Google Adwords, your next step is to monitor your page and its success. Numbers speak louder, and reporting tools are your best bet to get the job done. Make your daily marketing reporting task simple with Whatagraph. With this reporting tool, you can determine the value of your Google Adwords campaign effortlessly as this tool enables you and your clients to view all the details in one final report.

In choosing a reporting tool for monitoring the success of your Google Adwords, bear in mind the following points. 


Every client and every business are unique. Make sure that the reporting tool has the capability to accommodate the requirements of the industry and other special needs as well.  

It is an advantage if the reporting tool can customize the report based on the profile of the client, with innovations that allow the insertion of the client’s logo, application of a color scheme, providing inclusive dates and the selection of preferred data.

Moreover, the reporting tool must have the ability to monitor various criteria. Some of the essential metrics for your client’s website include declining traffic or increasing traffic for websites, as well as sources of this website traffic such as search and social media. Other website metrics include the bounce rate for specific pages of the site, the average session time and the total number of sessions.


Technology brings forth automation. Look for reporting tools that automate the process of generating reports and their distribution. It is a significant advantage for reporting tools if they offer automated delivery of reports in the client’s mailbox in a set schedule or term. Moreover, some reporting tools extend services for file conversion and data extraction. 

Data Visualisation and Aesthetics

Reporting tools that simplistically present data are more appreciated. But of course, the aesthetics and usability of the interface are also requirements. Non-technical people will be able to appreciate reporting tools that present data visually as most of them do not understand analytics data. Most users will welcome a visual report rather than reading the technical story. 


We usually have a couple of marketing tools in place and it is much appreciated if the reporting tool can integrate reporting with Google Analytics, Facebook, Facebook Ads, Instagram, Twitter, and LinkedIn.

One can not deny the importance of advertising in online business. There are various tools to consider and invest in. To identify if your chosen marketing endeavor is a success, it is essential to monitor your data. And having a reporting tool will certainly do the job! 



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