In AdWords for Video campaigns, there is a lot of data to look through: impressions, clicks, video played-through rates, etc. There are also a few ways to segment: format, network, targeting, etc. It’s fine looking at all this data in the UI, but it doesn’t really do much good until you can make sense of it.
So what’s the easiest way to do this? Excel and Pivot Tables! However, we run into an issue of blank cells when we download it as a segmented report. Located below are 2 report examples and what they look like in the UI. (It takes two seconds to see that it’s very hard to analyze targeting.)
Data (Non-Segmented – Can easily be put in pivot table and analyzed):
Data (Segmented Report – When you Pivot it by video, you can’t see targeting because it’s all blank!):
Pivot Table (which video did the targets go with?):
Okay, we’ve identified a gap here. So what can you do if you need to see which targeting was most effective for a particular video ad? I’ll show you my method for manipulating the data.
After downloading data, select your data set, press F5, click “Special”, select “Blanks”, hit “OK”, press “=”, select the row above and then press “CTRL + Enter”. This will populate the blank rows with data directly above it. (A much more detailed walkthrough can be found here.)
Visualization of steps:
Press F5 and click “Special”
Select “Blanks” and click “OK”
“=” and select cell above
Then “CTRL + Enter”. Your rows are now populated and can be pivoted!
I like to copy all the cells, then paste as values just because I don’t want the data to change for unexpected reasons. It’s entirely optional though.
Afterwards you can pivot your data and actually see how certain videos performed in different targets.
Although this works great, there are a couple of drawbacks. Because the “Ad” column contains both the ad name as well as the targeting, both will show up in your pivot table. You’ll need to hide the “ad name” so that you aren’t double-counting. Additionally, AdWords doesn’t give the “Unique Views” metric at the target level. If you need “Unique Views,” then you can only have it with the ad name and with the targets hidden.
Have you discovered any other workarounds for AdWords for Video reporting?