How you provide performance reports or insights can impact the rest of your project.
If a client or boss doesn’t understand your analysis of what’s happening in their PPC accounts, that can lead to more questions and stress for all parties – even if you’re doing great work.
The three steps outlined below will give you a solid foundation for PPC reporting that keeps everyone on the same page, establishes trust and makes your job easier in the long run.
Step 1: Highlight metrics and trends
The first step is easy. Simply review the account’s performance metrics, add a comparison date range and note any significant trends.
What someone thinks is “significant” may vary depending on who the report is delivered to.
It’s best to focus on the most relevant metrics before highlighting anything else and tailor your approach as needed.
Example 1: The main goal for a B2B software client is to drive leads efficiently.
- All your reports should start by highlighting conversion-oriented metrics, such as form submissions, cost per conversion, conversion rate, etc.
Example 2: The main goal for your ecommerce company is to drive sales.
- All reports should start by highlighting sales-based metrics, such as revenue, purchases, return on ad spend, etc.
Secondary metrics (for any account) might include click-through rate, cost per click, cost per thousand impressions (CPM), or search impression share. These give you a sense of overall visibility, efficiency and engagement.