Overview
This dashboard maps the complete customer journey from search query to paid keyword to conversion. See which search terms trigger your ads, how they perform across channels, and where to optimize your keyword strategy for maximum efficiency.
Dashboard Link: Keyword Intelligence
Dashboard Sections
1. Channel Performance Summary
A side-by-side comparison of your paid search performance across channels, giving you a quick health check of each platform.
Key Metrics:
Ad Spend — Total amount spent on paid search ads.
Revenue — Total purchase revenue attributed to paid search ads.
CPC — Average cost per click.
ROAS — Return on ad spend: revenue earned per dollar spent.
Total Purchases — Total number of purchases driven by paid search ads.
Conversion Rate — Percentage of clicks that resulted in a purchase.
Use this view to quickly identify which channel delivers the best efficiency and where you may be overspending relative to returns.
2. Conversions & Clicks by Channel (Chart)
A bar chart comparing Total Clicks (green) vs. Total Purchases (blue) by channel.
What to Look For:
Compare the ratio of purchases to clicks across channels.
A high click count with low purchases may indicate traffic quality issues or landing page problems.
Use this to identify which channels are driving engaged, converting traffic vs. just clicks.
3. Search Term Performance by Ad Spend:
Performance Breakdown by Channel
Shows the top 10,000 search queries by ad spend and how they performed. Note: this table surfaces the highest-spending search terms, so not every search term will be included.
Column Order:
Channel
Search Term
Keyword Text
Match Type
Campaign Name
Ad Set Name
Ad Spend
Clicks
CPC
ROAS
ACoS %
Column Definitions:
Context Columns:
Channel — The advertising platform (Google Ads, Amazon, or Bing).
Search Term — The exact query a user typed into the search engine.
Keyword Text — The keyword you're bidding on that triggered the ad.
Match Type — How closely the search term matched the keyword (Exact, Phrase, Broad, or Amazon-specific types like Targeting Expression).
Campaign Name — The name of the advertising campaign containing this keyword.
Ad Set Name — The ad set (ad group) within the campaign.
Performance Columns:
Ad Spend — Total amount spent on this search term.
Clicks — Number of times users clicked on the ad.
CPC — Average cost paid per click for this search term.
ROAS — Return on ad spend: revenue earned per dollar spent.
ACoS % — Advertising cost of sale: ad spend as a percentage of revenue (Spend ÷ Revenue).
4. Keyword Performance by Channel
A keyword-level view showing performance metrics for each keyword you're bidding on.
Column Order:
Channel
Keyword Text
Ad Spend
Conversions
Purchases
ROAS
CPC
Clicks
Impressions
Match Type
Campaign Name
Ad Set Name
Column Definitions:
Identifier Columns:
Channel — The advertising platform (Google Ads, Amazon, or Bing).
Keyword Text — The keyword you're bidding on.
Performance Columns (the headline story):
Ad Spend — Total amount spent on this keyword.
Conversions — Number of conversions attributed to this keyword.
Purchases — Total purchase revenue generated from this keyword.
ROAS — Return on ad spend: revenue earned per dollar spent.
Supporting Details:
CPC — Average cost paid per click.
Clicks — Number of times users clicked on the ad.
Impressions — Number of times the ad was shown.
Match Type — How closely a user's search query must match this keyword to trigger an ad.
Campaign Name — The campaign this keyword belongs to.
Ad Set Name — The ad set (ad group) this keyword belongs to.
The column order tells the ROI story: you see the keyword, then immediately "I spent X, got Y conversions, made Z revenue, and my return was W." Scroll right for supporting details.
5. Advertising Spend and Revenue by Match Type (Chart)
A bar chart comparing Ad Spend (blue) vs. Revenue (green) across different match types.
Match Types Explained:
Exact — Your ad shows only when someone searches for your exact keyword or close variants.
Phrase — Your ad shows when someone searches for your keyword phrase in the correct order.
Broad — Your ad shows for searches related to your keyword, including synonyms and related terms.
Targeting Expression — Amazon's auto-targeting for Sponsored Products.
Targeting Expression Predefined — Amazon's predefined auto-targeting expressions.
Unknown — Match type not specified or unavailable.
What to Look For:
Compare the spend bar (blue) to the revenue bar (green) for each match type.
When revenue significantly exceeds spend, that match type is efficient.
When spend exceeds revenue, investigate which keywords are driving waste.
6. Performance by Match Type (Table)
A detailed table breaking down performance by channel and match type. The first two columns (Channel and Match Type) are frozen.
Column Order:
Channel (frozen)
Match Type (frozen)
Ad Spend
Revenue
Clicks
Impressions
Purchases
ROAS
CTR
Cost Per Purchase
Column Definitions:
Channel — The advertising platform.
Match Type — The match type category.
Ad Spend — Total spend for this channel/match type combination.
Revenue — Total revenue for this channel/match type combination.
Clicks — Total clicks.
Impressions — Total impressions.
Purchases — Total purchases.
ROAS — Return on ad spend.
CTR — Click-through rate: percentage of impressions that resulted in clicks.
Cost Per Purchase — Average cost to acquire one purchase.
Use this table to understand which match types perform best on each channel and inform your bidding strategy.
How to Use This Dashboard
Compare Channel Efficiency — Start with the Channel Performance Summary to see which platform delivers the best ROAS. Identify if you're over-investing in an underperforming channel.
Find Wasted Spend — In the Search Term Performance table, sort by Ad Spend descending and look for high-spend search terms with zero or low purchases. These are candidates for negative keywords or bid reductions.
Discover Opportunities — Sort by ROAS descending to find your most efficient search terms or keywords. Consider increasing bids on these winners, or adding high-performing search terms as exact match keywords.
Analyze Match Type Strategy — Use the Advertising Spend and Revenue by Match Type chart and Performance by Match Type table to understand which match types work best for your account. If Broad match is spending heavily with low returns, tighten your targeting.
Review Keyword-Level Performance — Use the Keyword Performance by Channel table to see which keywords drive the most investment and whether they're delivering proportional returns.
Understand the Customer Journey — Review the Search Term → Keyword relationship to see what customers actually type vs. what you're bidding on. This reveals intent gaps and new keyword opportunities.
Go Deeper with Moby
Ask questions to find what matters:
"Compare my Google vs Amazon keyword performance — where's my ROAS higher?"
"Which search terms have spent over $500 with zero conversions?"
"Show me high-ROAS search terms that are only running on broad match"
"What are my top 10 keywords by revenue this month?"
"Which campaigns have the highest CPC?"
Key Use Cases
Finding Negative Keyword Candidates Sort the Search Term Performance table by Spend (high to low) and filter for Purchases = 0. These search terms are costing you money without converting. Add them as negative keywords to stop wasting budget.
Promoting Search Terms to Keywords Sort by ROAS (high to low) and look for search terms that are performing well but came through broad or phrase match. Add these as exact match keywords to gain more control and potentially lower CPCs.
Cross-Channel Budget Allocation Use the Channel Performance Summary to identify efficiency differences. If Google shows a higher ROAS than Amazon, investigate why and consider reallocating budget accordingly.
Match Type Optimization Use the Performance by Match Type table to compare efficiency across match types and channels. If Exact match delivers the highest ROAS, consider shifting budget from Broad to Exact for better efficiency.
Understanding the Data
Search Term vs. Keyword:
Search Term = What the customer actually typed into the search box
Keyword = What you're bidding on in your ad account
The relationship between these two is the core of paid search optimization. Your keywords "catch" search terms based on match type settings.
ROAS vs. ACoS:
ROAS (Return on Ad Spend) = Revenue ÷ Spend — Higher is better. A ROAS of 2.0 means you made $2 for every $1 spent.
ACoS (Advertising Cost of Sale) = Spend ÷ Revenue — Lower is better. An ACoS of 50% means you spent $0.50 to make $1.
Both metrics tell the same story from different angles. ROAS is common for Google/Bing; ACoS is standard for Amazon. This dashboard includes both for cross-channel flexibility.