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Paid Search Report

Concept

The Paid Search Report (under Reports > Paid Search) provides reporting on paid search keywords from several vendors (Google AdWords, Bing, and Yahoo), as well as statistics on your Google AdWords campaigns (pulled in through the Google AdWords connector). These statistics are tied back to opportunity value and revenue to measure ROI.

Paid Search Keyword Report: Overview

The top table under Reports > Paid Search displays paid search ad clicks (i.e. a prospect searched in Google, Bing, or Yahoo and then clicked on a paid link/ad there). The data is updated continuously so it should be close to real-time.

We will automatically detect keyword data from clicks on AdWords ads in Google search results if your Google AdWords connector is verified. In order to properly record Yahoo and Bing paid search campaigns, you will need to append your ad URLs with the parameter “utm_medium=ppc“.  This is the same approach that Google Analytics has taken.

For example, if your ads link to http://www.site.com/pricing.html, your URL would become http://www.site.com/pricing.html?utm_medium=ppc. If you already have parameters appended to your URL, you would add the “utm_medium=ppc” parameter at the end with an ampersand (‘&’) rather than a question mark (‘?’) before it. You can also use the Google URL builder to add the “medium” parameter to your links.

View options: Use the Filter field or Query Date dropdown to narrow down the data displayed in the table. Also, should you choose to sort the data by the number of ‘Opportunities’, any Keywords with 0 opportunities will be filtered out.

Paid Search Keyword Report: Metrics Captured

Metric Definition
Unique Searches The number of unique searches for a particular keyword in Google, Bing, or Yahoo that resulted in clicks on paid links or ads.
Prospects The number of prospects in Pardot that have searched for a particular keyword in Google, Bing, or Yahoo and clicked on a paid link or ad (this does not have to be their first touch).
Opportunities The number of opportunities in Pardot that were created after the associated prospect searched for a particular keyword and clicked on a paid search link or ad. Opportunities created before the paid search ad click will not be counted here. See Opportunities for more information about the ways opportunities can be created in Pardot.
Opportunity Value The total value of the opportunities in Pardot that were created after the associated prospect searched for a particular keyword and clicked on a paid search link or ad.
Revenue The total value of the “won” opportunities in Pardot that were created after the associated prospect searched for a particular keyword and clicked on a paid search link or ad.

Google AdWords Paid Search Report: Overview

The bottom table under Reports > Paid Search displays data for AdWords ad clicks, which are pulled in through the Google AdWords connector. These clicks can either be from ads displayed in Google searches or Google Content Network ads that display on third-party sites.

This table is updated nightly via Google’s API (so it may be slightly off from what you see in the AdWords UI).

View options: Change the View to filter the reports by All Paid Search Campaigns, Active Paid Search Campaigns, Paused Paid Search Campaigns, or Deleted Paid Search Campaigns.

Campaign: Optionally filter the Paid Search campaigns by their Pardot campaign (this is not related to the prospects’ or opportunities’ Pardot campaigns).

Search date range
: Select a date range to sort the table’s data.

Google AdWords Paid Search Report: Metrics Captured

Metric Definition
Clicks Number of Ad clicks pulled from Google AdWords. We only start tracking clicks in Pardot’s paid search report from the moment the connector was set up onward so again Google AdWords reports could have higher statistics if you recently set up your connector.
Cost The cost for the campaign, usually the number of clicks multiplied by the CPC for that specific keyword (Given to Pardot by your AdWords account).
Cost per click (CPC) How much the search engine company charges you every time a visitor clicks on your ad.
Unique Prospects Number of unique prospects in your account who clicked on a paid search ad activity within the selected date range. This number includes both prospects who were pre-existing in Pardot and new prospects (meaning they were created in Pardot because of the ad click and form submission) when they clicked on the ad.
Unique Opportunities Number of opportunities tied to those prospects who clicked on a paid search ad (opportunities number could be more or less than prospect number, since more than one prospect can be tied to an opportunity and vice-versa).
Cost per opportunity (CPO) The cost per each opportunity created in relation to the cost for the Google AdWords campaigns–how much it costs your company to acquire a new opportunity.
Revenue The total sales that was derived from your paid search ads based on the number of “Won” opportunities and their values (only counts unique opportunities).
Return on Investment (ROI) The amount of revenue that is derived from every dollar you spent on your paid search campaign (the percentage of revenue gained minus the cost of the ads divided by the cost of the ads).