Let's learn how to use filters in Google Ads and make optimising PPC campaigns easier. Google Ads filters are especially handy if you're dealing with large chunks of data, like looking through hundreds of keywords. I use them to easily find the most meaningful insights and get clarity.
Filters help you cut through all the data and view what matters most. Instead of siting through hundreds of rows to decide which keywords you should pause, you could be looking at 10-20 keywords that all fit the criteria you're after.
I mainly use filters when I'm working lots of rows of data. Typically this would be keywords, search terms and product performance data.
For campaigns, I'll use filters if it's a large account of if I want want to only focus on a few campaigns. Filters also affect the performance graphs about your table and this can help you view performance over time for specific elements in the account.
The real magic of filters shows up when you're looking through a lot of data. Even though you can go over the rows and find what you're looking for, seeing a clean view helps see things clearer and make good decisions.
The 'Add filter' option appears above the table in Google Ads.
The filters live above your table rows in Google Ads.
Once you click to add a filter you can scroll through all the metrics and dimensions to choose your filter. Personally, I prefer to start typing the name of the metric. Different filters have different expressions. In this case, the cost/conversion filter is set to larger than the target CPA.
Note: For the purpose of this post, I'll main give keywords as an example. Anything we learn is applicable to any element in Google Ads.
Let me walk you through some of my favourite filter setups:
First up, let's talk about tracking down those keywords that are costing too much per conversion. Here's my approach:
Why both? Well, if a keyword has a high CPA but hasn't spent much, it might be too early to judge. Maybe it just needs a bit more time and budget to prove itself. But if it's spent more than two times your target CPA? That's when you might want to think about pausing it.
Here's another useful combo:
This helps you catch those keywords that are eating up your budget without giving anything back. Just remember to consider the bigger picture.
Want to know one of my favourite tricks? Look for keywords that are performing well but could be pushed further. I use search impression share to find keyword with lots of room to grow:
This bring to the surface keywords that are converting well but aren't getting enough budget and exposure. These keywords can be pushed harder, possibly in their own campaigns with dedicated budgets.
Here's a simple tip. something I do all the time - save these filter combinations with clear names like "High CPA & Spend" or "Low Impression Share low CPA." This way, you can quickly view and check them every time your optimise your account without having to think and set everything up again.
There is so much data to look at in a Google Ads account. Sure, you can spend hours sifting through tables, sorting by different metrics and taking down notes. With filters you a crystal-clear view that helps you spot exactly what needs your attention. It's like having a spotlight that shows you exactly where to focus and what to action. Saved filters give you a repeat process that you can go back to with a single truth.
When you're managing big accounts, this clarity is gold. It helps you cut through the noise and focus on actions that'll make a difference to your a brand's performance.
Remember, it's not just about having the data - it's about being able to see it in a way that helps you make smart decisions. That's what filters help you do.
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Odi Caspi
Founder - HappyPPC
