Contact UsWDN News & more...

3 steps for effective PPC reporting and analysis

The arrangement you provide efficiency stories or insights can affect the comfort of your challenge.

If a client or boss doesn’t price your evaluation of what’s taking place of their PPC accounts, that could maybe consequence in additional questions and stress for all parties – even supposing you’re doing enormous work.

The three steps outlined below will provide you with a stable basis for PPC reporting that retains all americans on the the same page, establishes belief and makes your job less difficult within the prolonged plug.

Neatly-liked metrics and trends to focal level on
Neatly-liked metrics and trends to focal level on

The 1st step is easy. Merely evaluation the legend’s efficiency metrics, add a comparison date fluctuate and reveal any critical trends.

What somebody thinks is “critical” could maybe vary searching on who the document is dropped at.

It’s best to focal level on basically the most relevant metrics earlier than highlighting the rest else and tailor your arrangement as wished.

Example 1: The principle scheme for a B2B plot client is to drive leads efficiently.

  • Your entire stories should launch by highlighting conversion-oriented metrics, reminiscent of possess submissions, fee per conversion, conversion fee, and so forth.

Example 2: The principle scheme for your ecommerce company is to drive sales.

  • All stories should launch by highlighting sales-basically based entirely mostly metrics, reminiscent of earnings, purchases, return on ad advise, and so forth.

Secondary metrics (for any legend) could consist of click-thru fee, fee per click, fee per thousand impressions (CPM), or search affect share. These provide you with a strategy of total visibility, effectivity and engagement.

While clicks and impressions can encourage title trends in web site visitors and search quantity, the first focal level needs to be on valid outcomes – especially if you’re presenting to of us on the chief or C-suite stage.

This arrangement that clicks and impressions could maybe now not be the very best metrics to hone in on on your evaluation.

It’s additionally well-known to highlight adverse trends moreover obvious ones.

Transparency builds belief, prevents stakeholders from getting caught off guard by lower efficiency and helps you better regulate the legend and next steps.

Dig deeper: 3 ways to carry on top of PPC efficiency

The next step is to clarify what your highlighted metrics truly imply.

Many folk forget to total this due to they know the terms. But now not all americans is conscious of as a lot as you dwell!

Offering that additional context ensures all parties clarify the knowledge nicely and prevents of us from drawing inaccurate conclusions or specializing in things that could maybe now not matter within the prolonged plug.

Some well-liked metrics and what they translate to in valid terms consist of:

Overall quantity

  • Impressions: How a lot search quantity there might perhaps be or how vast your viewers could maybe even be.
  • Clicks: How a lot web site visitors is driven to your web spot.

Reach / visibility

  • Search affect share: How a lot coverage/visibility it is probably going you’ll maybe comprise.
  • Price per thousand impressions (CPM): How efficiently you attain the target viewers.


  • Price per click (CPC): How efficiently you drive web site visitors/engagement.
  • Price per conversion action (CPA): How efficiently you drive outcomes.


  • Click-thru fee (CTR): How effective/relevant your ad copy and inventive is.
  • Conversion fee: How effective/relevant your touchdown page or targeting is.
  • See fee: How effective/relevant your video is.

Discover the each day newsletter search marketers rely on.

Processing…Please wait.

Step 3: Title reasons for efficiency shifts

The final step is to reveal any attainable causes on the encourage of the trends you known as out. Right here's the put it is probably going you'll flex your expertise and let of us know the worth you carry to their group.

  • Did the clicking-thru fee make bigger after you truly useful and launched new ad copy?
  • Are you seeing a jump in conversion fee after updating your touchdown pages?
  • Did lead quality crimson meat up after adding adverse key phrases and placement exclusions within the earlier month?

Give yourself some credit and highlight these changes within the document!

It’s additionally well-known to total this for adverse trends due to figuring out the reason for a decline will will let you attach the next best route of action.

As an instance, you watch a decrease in affect share and an make bigger in average CPC.

You evaluation the Auction Insights and look a brand new competitor has entered your market.

Now it is probably going you'll strategize an arrangement to the scenario and present a solution earlier than it causes an even bigger dent in efficiency.

That said, there could maybe now not repeatedly be a clear-cut reason for efficiency shifts.

On this scenario, taking a step encourage and the replace at a macro stage will also be worthwhile.

  • While you’ve viewed a tumble in conversions, conversion fee, and impressions (i.e., search quantity) for seemingly no reason, you'd even be experiencing seasonality. One arrangement to appear at this would be to study Google Traits details for your top terms. One other option is to fulfill with the sales crew (or query your client to fulfill with theirs) to focus on whether assorted channels are additionally seeing a dip in efficiency.
  • The the same applies in case you watch an unexpected enhance in legend efficiency. This could maybe additionally be an accurate time to question about trying out additional funds so as which that it is probably going you'll snatch benefit of high conversion intent.
  • While you serene aren’t sure what could maybe even be causing a shift (love dealing with conflicting details factors), check the arrangement you compare to change benchmarks. You can glean that you don’t stack up nicely in comparison to others. On this case, it is probably going you'll resolve the next steps as wished (e.g., below-average CTR arrangement you will need to take a look at new ad copy or creative). While you’re above average, you'd also watch a non everlasting trend that isn’t a vast cause for problem.

Placing it all collectively

By drawing near stories the advise of the route of above, your evaluation should dwell awake trying one thing love this:

Sample PPC document evaluation

The dwell consequence is a clear overview of:

  • What’s taking place within the legend.
  • Why it’s taking place.
  • What you imply to total next if action is wished.

In turn, clients and stakeholders ceaselessly feel more happy with the numbers they watch and listen to.

They'll also then comprise the next appreciation and plan of your work, leading to additional belief and a willingness to take a look at more. And that’s a win for everyone!

Dig deeper: Techniques to carry PPC outcomes to executives: Discover out of the weeds

Opinions expressed listed below are these of the client creator and now not necessarily Search Engine Land. Workers authors are listed here.

Concerning the creator

Ashton Clarke

Ashton Clarke is the Paid Media Workers Lead at Knucklepuck, to blame for managing a tiny crew of consultants moreover client strategy & execution. With 5+ years of agency expertise and a keenness for real finding out, he takes an details-driven, outcomes-centered arrangement to all projects. Ashton’s portfolio ranges from local businesses to global organizations in extremely-regulated industries (love healthcare & financial services), basically specializing in lead & demand era accurate thru most predominant ad platforms. Outside of labor, you’ll glean Ashton climbing his arrangement thru Colorado and watching an alarming amount of soccer (namely the English Premier League).