Google has rolled out two new reports intended to provide greater insights into the performance of paid search campaigns to all AdWords accountholders.

Writing on the Inside AdWords blog, Emily Williams said the features are now available to users of the pay per click marketing service through Google Analytics.

One of the new information sources expands on AdWords’ existing Placement Performance Report by allowing companies to examine the number of visits their site receives from ads displayed on the Google Content Network.

It also displays data on conversion levels, as well as engagement metrics like time on site and bounce rate.

The second new report, Day Parts, breaks down information on ads by hour or day of the week.

"By graphing visits and transactions, you can uncover the times of day when you see more conversions," Ms Williams said.

To use the new reports, users need to link their AdWords and Google Analytics accounts and ensure destination URL auto-tagging is turned on.

Last month, Google introduced new AdWords reports that allow marketers to see if potential customers who searched for their exact keywords were more engaged with their website’s content than those who used broader terms by viewing visits from clicks on precisely-matched ads for any keyword, ad group or campaign.

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