One reason that PPC is so sought-after is that it works! Not only this, it’s actually fairly simple to see that it’s delivering results. Unlike other marketing efforts, a main feature of PPC efforts is that metrics are easy to track and understand. If your strategy is working, you’ll know it! And more importantly, your client will too.
That being said, there are quite a few different metrics you can report back on to your client. Which will create the most impact and which will be nothing but a set of numbers? Your clients expect a lot from your PPC efforts, whether the initial proposal or the report showing how efficiently you’ve used their budget; you’ll want your PPC report to impress your clients, not confuse them!
With this in mind, we put together a few must-haves to include in every PPC report you send out or present.
Delivering Engaging PPC Reports
1. Start With PPC Campaign Goals
A PPC report that goes beyond expectations to give a complete overview of the PPC campaign you manage for the client must include KPIs (key performance indicators); without them, it is impossible to know whether the PPC account is doing well or not.
The PPC goal is established by discussing this topic with your client and ensuring they tie into their business objectives.
What Are They Looking To Achieve With Their PPC?
Suggested goals could involve:
- CTR (click-through-rate)
- CPC (cost per click)
- Conversions
- CPA (cost per acquisition)
- ROI (return on investment)
Whatever selection you agree upon, ensure that trends on meeting these goals are easily reflected in reporting.
Pro-tip: Defined goals and optimization efforts should be included in your reporting. If you want to put the cherry on the cake, a next steps section is a definite plus to keep clients engaged and contribute to improved lifetime value.
2. PDFs Are Easy To Read, But PPC Dashboards Make It Pop
Today’s top PPC software solutions are here to make your job easier! The last thing you want is to spend additional time explaining how you’re meeting goals with nothing but your words, a bunch of numbers, and no graphs to engage the client with. This issue translates into it being nearly impossible to get through to your clients and less likely to prove the value of your efforts for their PPC marketing.
Did you know that Compass by White Shark Media also features an amazing tool to perform PPC audits?
Pro-tip: In addition to delivering on PPC reports, you can also point out account growth and expansion opportunities in your next steps. It will reflect proactiveness on your end and leave a good impression on your clients.
3. Organize And Segment The PPC Report
You have all of the information ready for them on an easy-to-understand dashboard or PDF. Now, the key is to keep your presentation flowing.
Our PPC report experts recommend that you keep high-level content upfront and ease into the finer details as the PPC report goes on. We have found that it is much easier to keep your client engaged by putting summary information and high-level statistics ahead of ad groups, ads, and specific keywords.
Some clients don’t want to read past the first page or two of your report, while others want to see and be explained every detail.
Pro-tip: Most clients want a skimmable PPC report and can quickly identify if performance meets their expectations.
By handling PPC reports in this fashion, you will keep all types of clients engaged. The components of a PPC report are accessible to analyze to compare business objectives with PPC marketing efforts.
Impress Your Clients With Robust PPC Reports
To sum it up, PPC reporting is nothing without PPC goals, formatting, and organization of PPC account data. If you look at a PPC report created for a client and find out that it’s difficult for you to digest less engage with, it’s time to get back to the drawing board to ensure you are implementing best practices with PPC reports.
If you need to free up time to dedicate to other aspects of your agency, then finding an alternative solution is the best path to take. Compass is a PPC sales enablement solution designed to help your agency deliver on PPC for your clients. It will support you in shortening processes by generating audits and proposals and training your teams with our PPC knowledge. We make it easy to impress your clients because we’ve done all the hard work for you!
