The Keywords & Products report gives insight in Keyword and Product metrics from Search, Shopping and Performance Max campaigns. Product statistics are only available if you are running shopping or Performance Max campaigns.
By combining data from Google Ads and conversion data based on the selected attribution model in one overview, you get insight in the actual performance of your Search, Shopping and Performance max ads.
In the Keywords & Performance report, you gain insight in the real performance of keywords or products used in Shopping or Performance Max campaigns.
You can view the performance based on our Multi-Touch Attribution model or Last Click.
We don't support UMM in this report. This is because we don't measure at this level, and doing so would require significantly more data since keywords and products appear in multiple ads. Testing has shown that it doesn't have a significant impact or lead to different insights, as search and shopping campaigns are more click-based.
This report will help you:
Understand your return on investment (ROI) and make better informed decisions about your ad spend;
See which keywords and products are best at driving valuable customer activity;
To use this report, ask yourself the following questions:
Which keywords / products based on this report are performing well?
Which keywords / products based on this report are underperforming?
Based on this, you can place actions: exclude or include keywords in search campaigns and change the products from your Pmax product feeds.