How To Make PPC Reports For Your Clients?

5 min read

How To Make PPC Reports For Your Clients: Preparing and presenting a PPC report is quite a stressful affair. The report consists of data like exceeding and meeting KPIs, and tracks of everything. But if this is disorganized, it can cause a lot of convenience to you as well as others. Along with the inside of the report the way of presenting is more important. Wondering how? Well, it’s no rocket science. A few minutes more and you will find out some easy tricks and tips that will surely help you to make better reports for your clients. Here are some cool tips for you!

  1. Always Starting With Campaign Objectives

The PPC should start and end with the goals and need of the client. A company that wants to increase their brand awareness is only going to be interested in reaching numbers and impressions. The person should first understand the key objectives of the stakeholder and then build the report. Context is the most important thing apart from conversion numbers and impressions. “How To Make PPC Reports For Your Clients”Without context many PPC report seem like endless tabs, although you can understand them but the client may not fully understand it.

  • Adding Context

The person needs to add context apart from numbers as their clients also have clients to whom they need to justify the spending. The presenter needs a story to break down like this.

  • Current stats and their comparison with previous stats.
  • Rank of key metrics, better or worse than previous.
  • Reasons behind decrease as well as increase.
  • Effect on the business.
  • Steps taken to improve numbers of the next period.
  • Effect of this on long-term goals.
  • For creating a story, the person first needs to understand the data as marketers can sometimes run reports and submit without fully understanding what the data means. The key to create a summary is to dive deep into the data.
  1. Standardizing The PPC Report

To put a QBR together, it takes many people but the look of it should be like it is coming from one entity. The easy way is to create one template and other teammates can put their information and data in it. A person should be specially appointed to keep the visual look same. The person should revise and correct anything that doesn’t match. Reports should be pulled from one place to make the reports have the same feel and look.

  1. The Results

The presenter should start with highlights and it should seem like the smooth narrative until a big picture comes. Presenting a wide range of context from start should not be done as it will be irrelevant to some people and also the colleagues and leaders have a set to do. Below are some examples of the PPC campaign reports.

  • B2B Companies
  • We have to be able to raise 150 marketing leads by using the same budget as last
  • 75 leads that are confirmed took a meeting on sales demo.
  • 25 transformed into customers respected at $200,000 by added revenue.
  • E-commerce companies

We need to sell our entire swimsuit in July from inventory

  • Swimsuit marketing campaigns was made with discount pricing.
  • Netting to $200,000 in revenue, the campaign helps to sell 75% of the inventory.
  1. Watch The Length

For a presentation, the nine-minute rule should be followed which is based on the fact that people can concentrate on a particular subject for more than 10 minutes and have short attention spans. The key should be to put the most important information at the beginning, and that can be covered within 9 minutes and the remaining time can be used for other information that is not crucial. The person should determine how deep he/she should go into each part, but if the data is presented in a beautiful and clear manner, then there is no need for explaining every part thoroughly.

  1. Use Of Graphs

Many executives attend many meetings into which they come across many reports from different departments. So to lighten the schedule of the executive the person should use trend graphs which will let the client quickly grasp, envisage performance and can ask questions about the growth.

  1. Data Translation

Sometimes the graph can look like a spider’s web so the person should sum it up providing a suitable sentence for the data. Each slide should have a simple explanation of the respective data as many clients take a look at the QBR.

  1. Talking About The Future Using Past

The PPC should act as a springboard and guide for the direction of the business. Apart from just delivering results, the focus should also be on what worked, what to ditch and what needs changes like a true partner of the agency. The person should give recommendations using the information and knowledge about the marketplace in which the client is dealing. Presenting a clear and streamlined report will increase the confidence of the client about you and your vision.How To Make PPC Reports For Your Clients

  • Explaining Changes In Performance

With every graph there should be a concise explanation, changes made, outlining campaign optimizations to reflect the major dips or spikes in performance. A sentence is enough and not including paragraphs in the report.

  1. Run Through

The person can add few people and give a practice presentation. The people sitting should be told to look for slides that are out of order, confusing data, holes in the narration and also ask questions. Run-throughs can be known to be invaluable if the person is taking 20 minutes to cross major points and then the person should change it, so it gets under the 9 minutes mark.

  1. Avoid Surprises

The person should send updates to the client on a regular basis to avoid surprises like a Business review. Personal talking should also be done as it makes the clients feel more involved and lets them have a better understanding of what’s going on.

  1. Key PPC Metrics To Include

Few key metrics should be included in PPC reports and also keep the translated business terms for people not looking for metrics, such as:

  • Clicks whose business term is Unique visitors.
  • Conversions whose business term is leads, purchases or signups.
  • Costs whose business term is budget spent.
  • Cost per conversion which means cost per lead, cost per sale, cost perform fill.
  • Return on Ad Spend whose business term is a return on investment.

But the numbers alone should not be shown as this won’t mean anything to people who don’t remember the previous benchmark metrics. So the difference between a current month and previous month should be shown which will provide more contexts about the performance of campaigns.

  1. Granular Tables

For really detailed readers, the person should include granular tables of the key metrics which can be either campaign level that explains the top audiences to understand what drives interest better.

  1. The Suitable Time Frame Should Be Selected

Many marketers have to submit reports on a weekly, monthly or quarterly basis. So the person should first figure out what time frame will make the most sense to the clients and campaigns. How To Make PPC Reports For Your ClientsWeekly and biweekly reports only provide a short report about the performance of the campaigns. In this type, the person only needs numbers like clicks, CPC, CTC, impressions, conversions, etc. and a summary of the overall performance of the campaigns.

  1. How To Build The Main Structure

The clients are always interested in knowing about the number of signups, downloads, sales and other conversions and how much it is costing. So a comprehensive PPC report should include things like:

  • Conversion numbers.
  • Cost per acquisition (CPA), cost per conversion (CPC). Whether the person is reaching the target CPC and CPA or the spending is more and what can be done to reduce it.
  • Overall impressions/clicks.
  • Device performance.
  • Ad performance.
  • Individual campaign and network performance.
  • Campaign declines/improvements.
  • Display placement reports.
  • Negative keyword reports.
  • Search queries.
  • Time of day reports.
  1. Add Creativity

Graphs and charts are the essences of reports. They look more, and stakeholders often want charts and graphs in the reports. Graphs that show growth in users or breakdown over month conversion or CPA performance should be added. They should not look like pretty pictures; they should have something to report.

The person should first understand the client or stakeholders overall objectives and goals before adding data or creating a template for a report otherwise the data will not meet the client’s demands. The person needs to correlate ROI and the overall success metrics in the report.

First understanding the buy or build is the key and then a template should be reported which meets one’s requirements and can automate the future process. Reviewing the data is very important to function data and pivot results before presenting, and the person also needs to fully understand the report for a successful presentation as well as future campaign success.


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