Best Practices for PPC Reporting
Best Practices for PPC Reporting to Your Boss
1. Be brief and direct. Your boss doesn't have time to go through all the points of your client's PPC report; he or she wants a summarized version, and only wants to hear the information that matters. Use the summary at the beginning of your PPC report to clearly present the highlights of your report. Sometimes this is all your boss wants. Include the following:
- the goal of the campaign;
- whether the goal was achieved (and how); and
- to what extent the goal was achieved.
2. Prove why you matter. Always link the information you present in the PPC report back to either your performance as campaign manager or the campaign's impact on your company. Even if your boss regularly asks for reports, show him or her something in your PPC report that's worth knowing. Prove to him or her that you're managing your campaigns successfully and that you're helping your clients reach their goals. A PPC report may be about a client or campaign, but your boss is interested in the report mainly to see how the business is doing and how its campaign managers (you) are performing. You're presenting yourself just as much as you're presenting the report.
3. Visual aids are your best friend. Pie charts, bar and line graphs, and other visual aids will bring your PPC report to life and help it stand out in your boss’ mind. If you want the report to be memorable, and by extension you, present the report with care and precision. Don't spend hours building graphs for all the data points; add visuals to the most crucial information and this will accentuate those points well.
4. Show how you resolved issues. Bosses love to hear success stories, but the best kind of success stories start with failure. Rather than presenting information that didn't work out on its own, present that information alongside your proposed solution or, better yet, alongside the results of the solution you already put in place. Showing your initiative is crucial while presenting PPC reports. Your boss needs to know that these results didn't just happen on their own, they happened because of your management.
5. Aggregate data. Your boss may want to see a PPC report on a singular client or campaign, but more likely he or she will want to see a performance report of all your campaigns and accounts. Aggregated reports can be difficult to create, but customized PPC reports combine all your campaigns and accounts into one clear document for easy reference.
6. Show your plans. It's nice to give your boss a reminder of how far you've come from the last report before moving on to your projected growth. This makes your plans seem more credible. Finish your PPC report with the strategies you intend to implement. Planning PPC reports is almost as important as creating them, and by showing your plans for the future you provide your boss a preview of what's to come in the next report, which will help him or her understand what you're working towards.
In the end, the best performance tip for creating helpful and informative PPC reports is to approach the data analysis and presentation with fresh eyes each time. Don't just relay the numbers; share them and make sure it's clear why they matter and what you can learn from them. After all, the whole point of PPC reporting is to learn and share insights, so why not try to learn and share as best you can.
Marc Poirier is the co-founder and executive vice president of business development at Acquisio, a company that provides digital marketers with a performance media platform.