What to Look for in a Good PPC Report (So You’re Not Lost in Numbers)

These are vital tools when it comes to digital marketing, helping you understand if your campaigns are on track to help you achieve your goals, while spending your budget effectively.

What Does a Good PPC Report Look Like?

A good PPC report should be comprehensive, yet concise, summarising the key metrics, actionable insights, and recommendations in a clear format, you can understand at a glance. It is beyond the numbers displayed, it tells you your campaigns journey, offering actionable insights, equipping you with the information you need to make data-driven decisions, to ensure the best campaign outcome.

The report should focus on important metrics that align with your campaign objectives with the best practices including:

• Visual aids – charts, tables, graphs to simplify data
• In-depth analysis – keywords, demographics, location, to uncover actionable insights
• Actionable and clear suggestions – based on data analysis to guide future campaign optimisation
• Connect performance metrics with business goals – highlight how your campaign is impacting your bottom line
• Historical data – showcasing the progress and trends of your campaign

What to Look For In a Good PPC Report

There are a number of things to look for in a good PPC report, including:

• Campaign overview – identifying which ads are generating the most engagement
• Impressions – the total number of times your ad was shown within a specific data range
• Clicks – the number of clicks your ad receives daily, helping to identify if your ad is compelling and valuable
• Cost – how much you are paying per click 
• Conversions – how many users completed the desired action 
• Cost per Conversion – how much does a conversion on your ad cost on average
• Targeting – reports should be segmented by ad groups, helping you budget effectively
• General traffic metrics – users, bounce rates, session duration, time on page, offering a holistic view of website performance
• Historical data – monthly over month data enabling you to assess growth or decline

Conclusion

Receiving a disorganised PPC report can make it difficult to understand, as you get lost in numbers. A good PPC report will provide comprehensive data in a concise manner that you can understand with confidence, helping you identify how your campaign is performing, making necessary adjustments as needed. Genie Crawl is a leader in PPC advertising, backed by more than ten years of experience and a team of digital marketing experts. Contact us today and let us help you push your PPC campaign to new heights.