Adela 18 de noviembre de 2020
How to Create Insightful PPC Reports in Easy Steps
Your PPC reports show the results of your PPC campaigns to your internal and external clients. However, many marketers struggle with what information to include and how detailed their reports should be. So, how can you create insightful PPC reports effectively?
Consider Campaign Objectives
Your PPC or Google Ads reports should align with the client’s goals and requirements. For instance, if a company wants to increase brand awareness, ensure your report emphasizes reach and impressions. Meanwhile, if you’re managing a PPC campaign for a university, enrollment leads will be a key metric to track for increasing admissions. Understanding these key objectives is the first step in creating valuable PPC reports. Provide context around the data, linking it to conversion numbers to make the insights clearer and more actionable.
Add Context to the Report
Clients may need to present PPC performance data to their stakeholders, who require complete insights to justify spending. Instead of presenting raw numbers, structure your report with the following elements:
- Current data and statistics compared to previous months or years.
- Key metrics such as click-through rate (CTR), impressions, clicks, and conversions.
- Reasons for increases or decreases in performance.
- Planned improvements for the next period and expected outcomes.
- How the PPC report aligns with the client’s long-term goals.
By adding context, your report transforms from a simple data summary into a strategic tool that aids decision-making.
Choose an Appropriate Time Frame
Most PPC marketers submit reports on a weekly, monthly, or yearly basis. Identifying the most suitable reporting time frame for your clients and campaigns is crucial. Longer time frames require more in-depth analysis, including month-over-month success data, trends affecting campaign performance, and comprehensive insights. Wrap-up reports should highlight overall campaign success, best-performing ads, and keyword performance.
Use Visuals for Better Understanding
Numbers alone can be overwhelming, so enhance your PPC reports with visuals like graphs, charts, and tables. Visual representation makes complex data more digestible and helps clients grasp performance trends quickly. Highlight key takeaways with infographics or color-coded progress indicators.
Additionally, interactive dashboards can be a game-changer, allowing clients to filter data based on specific metrics or time frames. Pie charts can illustrate budget allocation, while line graphs can showcase trends over time. Heat maps are particularly useful for analyzing user engagement and ad placement effectiveness. When designing visuals, ensure clarity by keeping them simple and not overcrowding them with too much information.
Use contrasting colors to emphasize important points and make trends more apparent. Furthermore, employing real-time data visualization tools can make reports more dynamic and engaging, providing clients with instant insights into their PPC performance. Remember, a well-designed visual can convey a story at a glance, making data-driven decisions more efficient and effective.
Automate Your PPC Reports
Automating PPC reports saves time and streamlines workflows. Agencies, in particular, benefit from automation as it reduces manual reporting efforts and allows them to allocate time and budget more effectively. Free PPC reporting tools can generate automated reports, ensuring consistency and accuracy.
Optimize Reports for Actionable Insights
The best PPC reports don’t just present numbers—they provide recommendations. Highlight actionable insights by including:
- Areas of improvement and potential growth opportunities.
- Adjustments to bidding strategies, ad creatives, and keyword selections.
- Recommendations based on past performance and market trends.
By offering proactive solutions, your reports will become essential tools for optimizing future campaigns.
About Dataslayer
Dataslayer is the best alternative to Supermetrics, helping you manage PPC campaigns with ease. With this Supermetrics free alternative, you can create insightful PPC reports and update them in Google Sheets using data from Bing Ads, Google Analytics, Google Ads, and other sources.
Start a free trial of Dataslayer.ai today to get the most of your reporting data.
