Dear Santa: The usuals (a pony, a chocolate waterfall, a left-handed power hitter), please. Also, these:

More mobile-optimized landing pages SEM companies need to jump on this or suffer the quality-score consequences.

Better multi-channel attribution in Google AnalyticsIt’s gotten better, but there’s still a long way to go (YouTube. Ahem).

Accurate Geo Reports– Since, as our own Sean Marshall so astutely pointed out, they’re not telling you what you think they are. (Although Google seems to be taking a step in the right direction!)

Richer performance data on sitelinks – They’re cool and all, but conversion tracking and historical data would give them a lot more juice.

More transparent Facebook Insights – Fan page sales conversion tracking, for one thing. Please.

Merged placement data – Once upon a time, merged auto and placement data was available to good SEMs. Manual merging is not the gift that keeps on giving – quite the opposite. Can we get our merge option back?

Query-level impression share data – Or even keyword-level data. Either way, let us know what we’re leaving on the table (or not).

The PPC Associates blog is taking a few days off for the holidays; we’ll be back and posting on Dec. 27. Happy holidays, everyone! (May your ROIs be merry and bright!)

Hillary Read, Marketing Manager
– Questions? Comments? Email us at blog at ppcassociates dot com.


  1. Terry Whalen December 22nd, 2011

    Hi Hillary, great list. Here are some of my wish list items.

    Dimensions tab upgrades:
    — Ability to filter on campaigns and ad groups (effectively adding pivot table functionality to dimensions tab – less time spent downloading data and creating Excel pivots)
    — Add a ‘total’ row for all dimensions tab data (seems obvious – not sure why this has never been done)
    — Re-architect conversion tracking to allow users to see ‘conversion tracking purpose’ and data in the 1-per-click columns rather than only in the ‘many-per-click’ columns
    — Add a column option for ROAS (Total Value/Cost) as a calculated field

    AdWords Editor upgrades:
    — Include ‘Total Value’ data as optional column
    — Add option to change bids using average CPC as a reference (using Advanced Bid Changes)

    — Include ‘Phone Cost’ data in ‘Cost’ column, or at least include ‘Total Cost’ as a default column in accounts where phone costs have been incurred (currently this seems to be the case only for Ad Groups tab but not for Campaigns tab!)
    — On the Networks tab include ‘Segments’ functionality at the network level, not just at the placement level
    — Upgrade unit-of-time segments to allow weeks ending on a day other than a Sunday (since users may need to pull updated by-week time series data on Tuesdays, Wednesdays, and other days that are not Monday!)
    — Enable AdWords Campaign Experiments (ACE) to be used solely for ad-serving – this would allow testing of various campaign-level settings, bid strategies, etc.

  2. admin December 22nd, 2011

    Hi, Terry! This is way more comprehensive than mine. Where’s your post? :)

  3. Peter Bordes December 23rd, 2011

    Hillary thats the best list i have seen so far. Thank you and wishing they come true.

    I would like to add :

    – Predictive analytics that help improve overal ad spend intelligence.
    – real-time data visualization dashboards that are more like interday stock trading charts that allow you to see conversion metrics and drill rapidly thru data vs static spread sheet esk data. We need to be able to consumer tons more data very rapidly to optimize…

    Happy Holidays!

  4. admin December 23rd, 2011

    Oooh, those are great additions. Thanks, Peter, and happy holidays to you too!

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