A well-thought advertising campaign can enhance your marketing efforts more than you can imagine. That’s why paid ads are an important part of anybody’s marketing strategy – they help you reach more people with the right offer, at the right moment.
But when you run a PPC campaign, you also need to know how it’s performing. Are your ads resonating with your target audience? Are they getting you closer to your business goals?
If you’re not sure how to create an easy-to-understand PPC report and plan your future activities accordingly, here’s all you need to know about crafting great PPC reports.
What’s a PPC Report?
Reports are always based on the key metrics you choose to track while carrying out your marketing and advertising activities. What metrics you’ll consider your KPIs depends on your overall business goals and those day-to-day, lower-level goals that you may assign to each of your teams.
If you’re running a PPC campaign, you may opt for different KPIs based on what you’re looking to achieve: increased sales, brand awareness, and more. After you track these KPIs over a specific period of time, you’ll create a report based on the data you’ve collected. Now, with your overall goals and KPIs in mind, you can determine how much your campaign pays off and if there’s a need to make adjustments to generate better results.
A good PPC report presents the collected data in a logical and easy-to-understand way. Then, you can quickly decide what to do next and allocate different portions of your budget according to the results you got.
What to Include in a PPC Report?
Marketing experts believe these four aspects of a PPC report can actually help you understand how your campaign is performing:
- Your PPC goals
- Your PPC metrics
- The time range of the campaign
- The analytics
Setting a goal for your PPC campaign is essential because, without it, you can’t really measure the success of the campaign – you won’t know if it accomplished anything or not. Measuring the performance is only possible if you know what data you’re tracking – that’s why choosing specific PPC metrics is critical, too. Of course, this data needs to be monitored over a specific time range so you can determine when your campaign had spikes or drops. And finally, including analytics will complete the report and help you understand what happened during the campaign to generate the results you got.
Specific metrics you may be measuring (depending on your PPC campaign goals) are:
- General traffic metrics
- Ad CTR
Note that the way you present the data on your PPC report may also depend on who will read it. You may want to focus on ROI if you’re reporting to a client, as it’s typically what they’re interested in. The best practice is to present some general data first and then move on to more detailed analytics, so the person reading the report can easily understand it, even if they don’t read it whole.
Understand Your Performance
A well-crafted PPC report can help you make the most out of your ads. If you create weekly reports, you can react timely and modify different parameters in your campaign to boost its performance.
It’s critical to know what your campaign goal is, what metrics you want to track, and over what time period, and then you can move on to analytics to find out whether your efforts have been a success.
Andrej Fedek is a digital marketer. He recently started his own blog about digital marketing called InterCool Studio. His passion is to help startups grow and thrive in a competitive environment.