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Unlock the power of custom columns in PPC

13/11/2023

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Dave Karellen
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Today, we’re delving into the world of Custom Columns in PPC advertising. These nifty tools have been around for a while, but you might be surprised at just how versatile they’ve become.

So, what’s the deal with Google Ads Custom Columns, and how can they supercharge your PPC campaigns?

Getting acquainted with custom columns

Custom Columns empower you to do more than your standard metrics. Sure, you’ve got the clicks, impressions, cost, and conversions, but Custom Columns take it up a notch. You can combine, divide, and perform various operations to create your own metrics.

About a year ago, these features received a significant upgrade. You can now choose different date ranges and perform more complex operations. In essence, they’re cooler than ever before.

Locating Google Ads custom columns

You’ll find Custom Columns right in your PPC account. Here’s how to access them:

1. Go to ‘Columns’.
2. Click on ‘Modify’.
3. Select ‘Custom Columns’.
4. Create your very own column.

The possibilities are endless. You can incorporate your standard metrics and elevate them to new heights. Exactly like we did for Avenue 85

Going beyond the basics

The functions available in Custom Columns make them incredibly powerful. You can use ‘if statements’ and ‘and statements,’ which may remind you of working in Excel. In fact, it’s quite fun when you realize the potential of these functions. The creative possibilities are endless.

A practical example: projected spend

Let’s take a practical example to illustrate the power of Google Ads Custom Columns. Say hello to the “projected spend” column. While it might appear intimidating at first glance, let’s break it down.

The goal of this column is to predict how much an account will spend in a month. It does this by considering:

1. The current month’s cost.
2. The cost for the specific day (subtracting it from the monthly cost).
3. Extrapolating the cost for the next day by multiplying the cost of the previous day by the number of days left in the month.

Sounds complex, but it’s essentially a calculation of how many days remain in the month. And you can modify this logic to match your business needs, like extrapolating costs for the last few days.

Expand the horizons

What’s truly exciting is how these calculations can be applied. If you’re managing multiple accounts at the MCC level, you can get a bird’s-eye view of each account’s projected spend for the month. It’s a game-changer for managing budgets effectively.

 

The world of Custom Columns in PPC advertising is full of potential. It’s all about customizing your metrics to meet your specific needs. So, go ahead and experiment. The more you explore, the more you’ll discover how these tools can work to your advantage.

If the world of PPC is still new and a bit daunting, some PPC training will sort that right out.  

We hope you found this insight into Google Ads Custom Columns useful. Thanks for reading, and here’s to elevating your PPC game! To take things up a notch, contact us for a PPC audit; we promise we won’t hold back. 

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