Best Practices for PPC Reporting
The only way to truly monitor and understand your pay-per-click (PPC) campaign is to create detailed analytical reports, but as a campaign manager are you sure you're effectively reporting on all the right information? It may be time to rethink what goes into your PPC reports, especially if you're presenting the same report to both your clients and your boss.
Best Practices for PPC Reporting to Your Clients
1. Provide objective-based reporting. If your client is using a PPC advertising model, they no doubt have some objectives in mind — e.g., increased sales, more leads, brand expansion, etc. Whatever the goal, your PPC report should be centered around that.
For example, if your client wants to increase sales, when you present the data on the number of clicks, you should present those figures in correlation with their goal and clearly show whether an increase in clicks translates to an increase in sales.
2. Analyze the results in plain English. A PPC report is an answer to the question, "How is my PPC campaign coming along and are our goals being met?" If you answer that question only with numbers and charts, you aren't really answering the question at all. A proper answer should appear in the opening of the report, something your client can read and understand — e.g., "There's been a 10 percent increase in sales for the month of May, which can be attributed to an increased number of clicks coming from X campaign."
3. Go deep with the analysis. Most PPC reports include the same basic information and not much else, but only looking at clicks, leads, impressions and sales leaves out a lot of small but influential factors. Here are some other factors to consider:
- What time of day does the campaign perform best, and which day of the week? These times should be factored in when allocating PPC budget.
- Where's the client's display ad placed on the website and does it have a different click rate if it's moved on the page? Doing small tests like this can be surprisingly beneficial.
Isolating these factors helps you understand what about the campaign is working. Once you isolate enough variables, you can create a clear image of what generates a positive reaction and what doesn't generate much reaction at all. Furthermore, these details are impressive to clients who are looking for information beyond the obvious.
4. Customize each PPC report. You should never just plug information into a generic template and send it out as a PPC report. Doing so isn't beneficial to the client who is searching for specific insights, or for you in terms of understanding the true progress and success of the campaigns in order to make adjustments and improvements. Customizing your PPC reports to each client will help you hone in on the important information that should be highlighted.
5. Consistently improve and update. With objective-based, clearly analyzed custom PPC reports, the next step is to make improvements and updates to your reporting as you go. Use the information you learn from each PPC report and adjust the goal of the campaign at different stages. Once the goal is adjusted, the presentation of the data should be revisited. Be responsive.
6. Prove why you matter. It's your job as campaign manager to run a successful PPC campaign. If your campaign isn't successful, it's your job to find out why it's failing and fix it. The best way to prove that you're doing that is by promoting the campaign's successes, however small.
To best way to establish your client's confidence in you is to secure a "small win" right away. Look at the details from the deep analysis you did and use those small influential factors to generate a quick improvement. Never stop showing off your campaign wins. It's important to show that you're significantly improving performance regularly to keep your client's confidence.