Google said it’s about to roll out three new features in AdWords that will help multi-channel advertisers manage their reporting and find insights that matter most more easily. These include the ability to find your account by campaign type, the ability to see more relevant columns more quickly, and the ability to apply column sets based on goals.

“For advertisers with multiple types of campaigns and advertising goals, reporting can be a tedious and time-consuming task,” says product manager Pallavi Naresh. “For example, to report on specific goals related to your Search, Display or Shopping Network campaigns, you may find yourself filtering for your campaign type, and re-adjusting your columns several times to view the information you need.”

These changes should help in that regard.

To filter your account by campaign type, the campaign type selector lets you select from all campaigns, search campaigns, display campaigns, or shopping campaigns.

Last viewed columns were previously only stored by tab (campaign, ad group, keywords). Now they’lll be stored by both tab and campaign type. This should keep you from having to keep switching columns when you go from reporting on search network campaigns to display network campaigns.

“Let’s say you’re on the Ad groups tab looking at the Clicks and Avg. CPC columns for a Search campaign,” explains Naresh. “Then, you look at the ad groups in a Display campaign and adjust your columns to see Impressions and Avg. CPM. Now, when you look at the Ad groups tab for Search campaigns, you’ll see columns for Clicks and Avg. CPC. But when you switch to Display Network campaigns, you’ll see Impressions and Avg. CPM. This lets you quickly see more relevant columns based on your campaign type.”

New pre-defined column sets will make it easier (and faster) to view data for specific ad goals, according to Google. They help you quickly load reporting columns tailored for different goals.

As Naresh explains, “For example, you may have multiple Display campaigns, some that are focused on branding goals, and others that are focused on performance goals. With pre-defined column sets, you can easily switch your reporting view to see columns specific to each of these advertising goals. And, you can always get back to your last column selection by choosing Custom from the ‘Columns’ drop-down menu.”

The changes will be rolling out over the coming weeks to advertisers who have more than one type of campaign in their account.

Images via Google