SaaS PPC
Google Ads Custom Columns

Top 10 Google Ads Custom Columns I can't live without

Shiyam Sunder
|
December 2, 2022

Contents

Get Your
Free Paid Campaign Strategy

Limited Time Offer

Key Takeaways

Undoubtedly custom columns are one of the best releases from G-ads. But I have seen adoption among PPCers is less for this feature. 

For example, instead of reviewing all your CTRs in one column, you could create a custom column that would display your “desktop CTRs” and “mobile CTRs” only. 

Here are some quick tips on how to use it efficiently.

Scale Your Business with TripleDart's High-Impact PPC Strategies
Book a Call

Maximum estimated impressions 

Formula = impressions / impression share

You can use the impression share metric in conjunction with the impressions metric to calculate the maximum number of impressions you could have received if your budget and ad rank were sufficiently high.

Maximum estimated cost 

Formula = ((impressions / impression share) * CTR) * (average CPC / impression share)

See the performance of the account with 100% impression share

By multiplying your new CPC by your new clicks, you can work out how much your cost would go up by achieving a 100% impression share

Maximum estimated conversions 

Formula = ((impressions / impression share) * CTR) * Conv. Rate

You can work out how many more conversions you would get by calculating the number of clicks you would receive and then multiplying it by your current conversion rate.

Predicted Spend 

Formula =(Cost / day(today())) *day(offset_days(offset_months(month_start(), 1), -1))

This column is useful for judging the pacing of monthly spending. It takes the current spend divided by the number of days past in the month, times the number of days left in the month.

Percentage of daily budget spent 

Formula = ((Cost / report_days_count()) / Daily_Budget)

This is great for identifying underspending or overspending campaigns, allowing you to adjust bid strategy targets or reallocate budgets to other campaigns.

Conversion trends (last 7 days vs. last 30 days)  

Formula = (((Conversions.date_range(last_7_days) / 7) / (Conversions.date_range(last_30_days) / 30)) – 1)

This gives you the ability to see which direction a metric is trending and whether you need to take action to improve performance or capitalize on an opportunity.

Estimated CPA at 100% impression share = Maximum estimated CPA = (((impressions / impression share) * CTR) * (average CPC / impression)) / (((impressions / impression share) * CTR) * Conv. Rate)

Here’s how you’d calculate your account’s estimated CPA and ROAS if you tried to achieve a 100 percent impression share.

Actual ROAS

Formula = (Conv Value/Cost)

Google Ads does not have a ROAS column that you can fire up out of the gate. You can show ROAS as a percentage.

Lost Due to Budget 

Formula = if(or(Search_Lost_IS_budget > 0, Display_Lost_IS_budget > 0), "impr limited by budget", "No lost impr share due to budget")

Offline conversions MQL 

Formula = Conversions: Hubspot-MQLs + Conversions: Hubspot Opportunities.

Scale Your Business with TripleDart's High-Impact PPC Strategies
Know More

Need help with Google Ads? 

Struggling to launch your first Google Ads campaign? We’re here to help. 

We have helped over 50 B2B SaaS companies to create their Google ads campaigns, and now it is your turn! 

Book a call with us today!

Shiyam Sunder
Shiyam Sunder
Shiyam is a Demand Generation marketer and Growth Advisor with a passion for numbers and scientific methods. As the Founder of TripleDart, he specializes in building scalable demand generation programs for SaaS businesses. With over 9 years of experience in B2B SaaS, Shiyam has a proven track record of helping more than 50 SaaS companies optimize their customer acquisition models, develop demand generation playbooks, and drive growth.

We'd Love to Work with You!

Join 70+ successful B2B SaaS companies on the path to achieving T2D3 with our SaaS marketing services.