3 steps for efficient PPC reporting and evaluation


The way you present efficiency studies or insights can impression the remainder of your venture. 

If a shopper or boss doesn’t perceive your evaluation of what’s occurring of their PPC accounts, that may result in extra questions and stress for all events – even should you’re doing nice work.

The three steps outlined under gives you a strong basis for PPC reporting that retains everybody on the identical web page, establishes belief and makes your job simpler in the long term. 

Widespread metrics and developments to concentrate on

Step one is simple. Merely evaluation the account’s efficiency metrics, add a comparability date vary and notice any vital developments. 

What somebody thinks is “vital” might fluctuate relying on who the report is delivered to. 

It’s greatest to concentrate on essentially the most related metrics earlier than highlighting the rest and tailor your method as wanted. 

Instance 1: The principle aim for a B2B software program shopper is to drive leads effectively. 

  • All of your studies ought to begin by highlighting conversion-oriented metrics, equivalent to type submissions, price per conversion, conversion price, and many others. 

Instance 2: The principle aim in your ecommerce firm is to drive gross sales.

  • All studies ought to begin by highlighting sales-based metrics, equivalent to income, purchases, return on advert spend, and many others.

Secondary metrics (for any account) may embody click-through price, price per click on, price per thousand impressions (CPM), or search impression share. These offer you a way of total visibility, effectivity and engagement. 

Whereas clicks and impressions will help establish developments in site visitors and search quantity, the main focus ought to be on precise outcomes – particularly should you’re presenting to folks on the govt or C-suite degree. 

Which means clicks and impressions is probably not the most effective metrics to hone in on in your evaluation.

It’s additionally necessary to focus on detrimental developments along with optimistic ones. 

Transparency builds belief, prevents stakeholders from getting caught off guard by decrease efficiency and helps you higher management the narrative and subsequent steps. 

Dig deeper: 3 ways to stay on top of PPC performance

The following step is to outline what your highlighted metrics really imply. 

Many individuals overlook to do that as a result of they know the phrases. However not everybody is aware of as a lot as you do! 

Offering that additional context ensures all events interpret the information correctly and prevents folks from drawing inaccurate conclusions or specializing in issues which may not matter in the long term. 

Some widespread metrics and what they translate to in actual phrases embody:

Total quantity

  • Impressions: How a lot search quantity there may be or how giant your viewers could also be.
  • Clicks: How a lot site visitors is pushed to your web site.

Attain / visibility

  • Search impression share: How a lot protection/visibility you will have.
  • Price per thousand impressions (CPM): How effectively you attain the audience.


  • Price per click on (CPC): How effectively you drive site visitors/engagement.
  • Price per conversion motion (CPA): How effectively you drive outcomes.


  • Click on-through price (CTR): How efficient/related your advert copy and inventive is.
  • Conversion price: How efficient/related your touchdown web page or focusing on is. 
  • View price: How efficient/related your video is.

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Step 3: Determine causes for efficiency shifts

The final step is to notice any potential causes behind the developments you referred to as out. That is the place you’ll be able to flex your experience and let folks know the worth you convey to their group. 

  • Did the click-through price enhance after you really useful and launched new advert copy? 
  • Are you seeing a leap in conversion price after updating your touchdown pages? 
  • Did lead high quality enhance after including detrimental key phrases and placement exclusions within the earlier month? 

Give your self some credit score and spotlight these modifications within the report!

It’s additionally necessary to do that for detrimental developments as a result of figuring out the reason for a decline will make it easier to decide the following greatest plan of action. 

For instance, you see a lower in impression share and a rise in common CPC. 

You evaluation the Public sale Insights and spot a brand new competitor has entered your market. 

Now you’ll be able to strategize an method to the state of affairs and current an answer earlier than it causes an even bigger dent in efficiency.

That stated, there won’t at all times be a clear-cut motive for efficiency shifts. 

On this state of affairs, taking a step again and searching on the trade at a macro degree may be useful. 

  • In the event you’ve seen a drop in conversions, conversion price, and impressions (i.e., search quantity) for seemingly no motive, you could be experiencing seasonality. One option to confirm this might be to verify Google Developments information in your high phrases. An alternative choice is to fulfill with the gross sales crew (or ask your shopper to fulfill with theirs) to debate whether or not different channels are additionally seeing a dip in efficiency. 
  • The identical applies once you see an sudden enchancment in account efficiency. This may also be time to ask about testing extra price range so as to reap the benefits of excessive conversion intent. 
  • In the event you nonetheless aren’t certain what could be inflicting a shift (like coping with conflicting information factors), verify the way you evaluate to trade benchmarks. You may discover that you just don’t stack up nicely in comparison with others. On this case, you’ll be able to decide the following steps as wanted (e.g., below-average CTR means it’s best to take a look at new advert copy or inventive). In the event you’re above common, you may even see a short-term development that isn’t an enormous trigger for concern.

Placing all of it collectively

By approaching studies utilizing the method above, your evaluation ought to find yourself trying one thing like this:

Sample PPC report analysis

The result’s a transparent overview of:

  • What’s occurring within the account.
  • Why it’s occurring.
  • What you propose to do subsequent if motion is required. 

In flip, shoppers and stakeholders usually really feel extra snug with the numbers they see and listen to. 

They could then have a higher appreciation and understanding of your work, resulting in extra belief and a willingness to check extra. And that’s a win for everybody!

Dig deeper: How to deliver PPC results to executives: Get out of the weeds

Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Employees authors are listed here.

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