Connect Data from Google Ads to Excel

You can get your Google Ads data into Excel to make more informed business decisions. This simple and quick guide gives you easy instructions on how you can extract your data from Google Ads and then analyze it in Excel. Our Google Ads to Excel connector allows you to access your Google Ads data so you can easily manage various media objects, view metadata, and comments, and get reliable insights and metrics, such as reach, impressions, follower-like ratio, and likes. Integrate your Google Ads with Excel to turn your Google Ads data into actionable insights.

Integrate your Google Ads data with Excel and turn your raw data into valuable and actionable insights. TRY IMPROVADO. You can set up in a matter of minutes.

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Google Ads

Google Ads is Google’s own advertising service. The service allows you to easily place search results for your website(s) on a SERP (search engine results page) by paying for them. Advertisers usually bid on specific keywords in order to make sure their clickable adverts appear in Google's search results. As advertisers need to pay for these clicks, it is how Google earns money from search. Google Ads also collects data about various campaigns that businesses can use in order to measure their success or effectiveness.

MS Excel

Excel is a great electronic spreadsheet program you can use for organizing, storing, and manipulating data, such as Google Ads data. The software is part of the MS Office suite and is also compatible with the other applications in the MS Office suite. Excel features the great ability to perform many basic calculations, create pivot tables, use graphing tools, and create macros. Excel allows users to arrange Google Ads data so they can view various factors and variables from different perspectives.

Visual Basic is also used for several applications in Excel, which allows users to create a number of complex numerical methods. Also, programmers have the option to code directly with the Visual Basic Editor, which includes Windows for writing codes, debugging as well as code module organization.

Extracting data

Before loading your data into Excel, you will have to prep it first. If you don't already have a data structure in which to store the data you retrieve, you'll have to create a schema for your data tables. Then, for each value in the response, you'll need to identify a predefined datatype (INTEGER, DATETIME, etc.) and build a table that can receive them.

Excel's documentation should tell you what fields are provided by each endpoint, along with their corresponding datatypes. Complicating things is the fact that the records retrieved from the source may not always be "flat" – some of the objects may actually be lists.

In these cases you'll likely have to create additional tables to capture the unpredictable cardinality in each record.

Integrate your Google Ads data with Excel and turn your raw data into valuable and actionable insights. TRY IMPROVADO. You can set up in a matter of minutes.

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Preparing data

For Google Ads, Google offers users a SOAP API. You can get your data into the data warehouse by pulling your data off of Google's servers easily by using the amazing AdWords API's Reporting features. Note that this is an important subset of this API's functionality, which includes the ability to easily manage ads as well. You may also link your Google Ads and Google Analytics accounts in order to allow your data to cross-pollinate.

This is great as it provides richer reporting because of the breadth of data and knowledge that exist in Google Analytics about the individuals who might have viewed or clicked on your ads.

Loading data

MS Excel is one of the best spreadsheet programs; however, sometimes, you have to import and open a document that was not formatted specifically for various Microsoft programs. And at other times, you will have to save your document in a different format to make sure people who are not using MS Excel can use it.

A powerful and convenient method to retrieve data from any external data source, like a database, is retrieving the relevant information directly from any one of a database’s tables. Keep in mind that in relational databases information is often stored in tables.

To import your data from a database, follow these steps. You should choose Get External Data in the Data tab from Access command. MS Excel will display the Select Data Source dialog box. Select both the drive and folder where you have stored the database using the list boxes that are provided in the Select Data Source dialog box.

If you see the Select Table dialog box, choose the table you would like to retrieve information from simply by clicking it, and then click on OK. Excel will retrieve information from the table and place it in the specified worksheet location.

After importing your data in Excel you can:

  • Sort the data: You can easily sort your data on one or multiple columns. Also, you may sort it in descending or ascending order.
  • Filter the data: Filter your data if you just want to display those records that meet specific criteria
  • Apply conditional formatting: Note that conditional formatting in MS Excel allows you to highlight specific cells with a particular color, depending on the value of the cell.

Keeping data up to date

If you've made it this far, congrats! You probably have a written a program or script to extract your data and move it into Excel.

Now it's time to think about how you will keep this data up-to-date by loading updated or new data. Of course, you can just replicate all your data every time you have updated your records, but that would be extremely manual and time-consuming.

Luckily there is a better way. The key is building your script so that it can sense incremental updates made to the data.

Thankfully, Google Ads API results include fields so that you can identify those records which are new since the last update you made (or since the most recent record you have copied). Once you have taken new data into consideration, you can easily set your script either as a continuous loop or cron job to pull down new data as soon as it appears.

And keep in mind that, as with most codes, once you write it, you will need to maintain it. In case Google Ads changes its API, or if the API sends a field containing a data type that your code does not recognize, you might have to change the script.

The Easiest And Fastest Way To Do It

If all this sounds a bit overwhelming, don't worry -- there is an easier way to get this done!

Thankfully, products like Improvado were developed to move data from Google Ads to Excel automatically. Using Improvado, you can easily combine the most crucial and relevant data from your ad campaign into a dashboard. You can then connect this data to Excel.