Ways To Read PPC Campaign Reports For Client Success

Want to capture hearts and minds in this crazy digital jungle? PPC campaigns are your secret weapon! It's like having a crystal ball that shows you exactly who's clicking your ads and why. With many automation tools available, PPC campaign reporting tools are not just about looking at numbers; you're decoding alien languages, finding hidden treasure, and outsmarting the competition. Acting as a guiding compass to the search for strategy and returns on investment of click per rate, they are vital contributors to decision-making. 

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Any novice Google AdWords practitioner would know about the presence of tons of metrics for tracking and analytics. Further, they would be well aware of the complex challenges in PPC report presentations. Easing the deal for such professionals, here are key metrics to cover and crucial points to consider. Read on to know more! 

1. Setting the Foundation

Be it any report, you must have a clear vision of why you are creating it or how you will be using it. The same goes for PPC reports as well. We recommend beginning the PPC report reading by setting the foundation. It is by analyzing the client’s goals and subsequently deciding key PPC metrics. There are distinct types of key PPC metrics discussed at a later point. However, before proceeding, understand the difference between goals and metrics. While KPIs will represent your goals, the metrics will be the mark to help you measure the effectiveness of your strategies to meet the goals.  

Further, considering the numerous options, the PPC reporting goal can be to increase lead generation, brand expansion, track progress, exhibit ROI, highlight trends or increase sales. Deciding the goals and metrics plays a critical role in enhancing the relevance of the overall endeavor. It also offers efficient usage of time and contributes to finding shortcomings and, hence, decision-making. 

2. Initial Data Analysis

Once you have your goals set in mind, now go on to read the campaign overview. You will have the information, whether it directly or indirectly impacted the overall goal you had in the first place. Further, it will help you gain brief information on key metrics emphasizing the effectiveness of the campaign. 

You should also go for comparative analysis. The comparison will be between the previously run campaigns and your records. Your factor of interest here can be components like traffic sources. Review the performance of different sources and hence devise a strategy to remove the useless ones or improve the potential source. 

Overall, your aim with data analysis will be to know whether the campaign is proceeding towards set goals or not. It will also contribute to setting benchmarks, which further ensures keeping realistic expectations and identifying seasonal constraints. 

Alt-text: Comparative Analysis in Google Ads Report Sample from ReportGarden

3. Deep Dive into Metrics

Running PPC campaigns includes investment as click per rate. It makes it crucial to use the right metrics to understand how the campaign is going and what changes to incorporate. Here are a few significant ones to consider:

Click-Through Rate (CTR)

One of the important metrics to consider in a PPC campaign is the click-through rate, which is one of the most important factors in determining your quality scores. It also helps to know whether your ads are relevant to users or not. Low CTR is a sign that your ad isn’t creative or the keywords need improvement.

Cost-Per-Click (CPC)

It is the metric that offers insights into the investment. It indicates the expenditure you incurred to gain each click. The appropriate amount depends on different factors such as search topics, ad quality and position, auctions, user signals and others. Reading the PPC campaign report for CPC offers insights for calculating ROI, budget management and evaluating campaign performance. The increase in CPC is also indicative of increased competition for audience segments or specific keywords, allowing you to make appropriate modifications for client success.  

Conversion Rate (CR)

Conversion rate answers several important questions that help businesses understand where they are right now. It helps in determining:

• Number of people who clicked the ad and proceeded to the landing page to complete the desired action
• Number of users who made a purchase
• Number of users who signed up for a free trial
• Number of users who filled up any query form or subscription letter

Cost-Per-Acquisition (CPA)

It is another important metric that indicates expenditure incurred by the company on getting a specific action completed, which can be sign-up or purchase. The metric will offer insight into the profitability and effectiveness of the PPC campaign. It also assists in budget allocation, where a lower CPA can be set for a larger budget. A higher CPA is indicative of inefficiency in the customer’s journey to conversion and hence offers the opportunity to improve the sources or make more effective strategies.  

Return on Ad Spend (ROAS)

One of the critical metrics to include is the Return on Ad Spend metrics (ROAS), which provide information on the profitability of the ad campaign. ROAS provides insights into the amount of money spent compared to the invested amount. It is calculated and used as a percentage or a ratio, where the numerator is earnings and the denominator is an investment. 

Learn about How to Create Calculated Metrics with Facebook Custom Conversions.

4. Evaluating Specific Elements

Going through specific parameters helps gain better information and develop strategy. Some of the important elements are: 

Keyword Performance

It includes identifying high-performance keywords using the metrics discussed above. For instance, keywords with high click-through rates or high conversion rates are important and should be continued. On the other hand, the low-performing keywords can be removed and optimized. Further, it is important to discover search terms that lead the client to discover and explore new keywords. 

Ad Performance

Here, focus on identifying ads like messages, emails, offers and calls to action that brought more conversion. Identify their timings and placements. To gain a better perspective, test different ad versions and compare their performances. Also, monitor the quality scores of ads for better ad positions and lower CPCs. 

Audience Insights

From the reports, mandatorily gain information about the audience. The audience insights will include finding their preferred devices to visit the client’s site and necessarily optimizing the website and webpages for that device. It also allows the creation of an effective bid strategy and knowing the demographic information of the audience. This assists in audience segmentation and, consequently, better campaign success. 

Landing Page Performance

Besides focussing on key metrics, make sure to compare them across different landing pages. Compare them against industry benchmarks and segment data based on different devices, traffic sources or demographics. Also, cross-check if the landing page content matches the ad and the loading time of the ad and compare variations of different versions. 

5. Tools and Techniques

Incorporating the tools helps in the automatic retrieval of data and effective visualization. The trends and patterns depicted in the presentation offer data in the simplest form to correlate with the goals. The summarized form of PPC reports will offer a concise overview to help understand the worth of campaigns, while the detailed versions help devise effective strategies for improvement. Further, the tools offering customized dashboards and reports for different platforms help keep the information clutter-free and easy to interpret. 

Alt-text: Microsoft Ad PPC Report Sample From ReportGarden 

6. Communicating with Clients

With all the efforts put into reading the PPC campaign reports, it is worthless if they are not effectively communicated. The communication of the report involves two stages: one is a visualized presentation, and the second is an oral presentation. The reporting tools offer assistance in effective visualization while deriving insights and interpreting them, which is the role of the presenter. 

The best communication happens when both forms complement each other. Having said this, we recommend a graphical presentation of the data with labels to enhance readability. To complement the presented material, couple it with an accurate explanation and offer actionable insights to the clients. 

Alt-text: Glossary in Pinterest PPC Report from ReportGarden 

Conclusion 

PPC reports can be an effective insight for a company to look at how their investments are working. Being offered the responsibility to manage it, you must ensure the highest efficiency in delivering the reports. While following the above points will help, it can be made more easy with automation and pre-built templates. ReprotGarden is a marketing reporting tool that provides an ample number of templates designed specifically for different types of marketing. Visit our website now to check out how much time you can save and invest in productivity simply by getting pre-made and customized templates for all your clients!

Common Questions About PPC Campaigns Reports 

Q1. Is PPC suitable for my medium-sized business? 

Yes, it is an essential part of every business. It is the easiest way to be seen. However, focusing on keywords is the most important thing.

Q2. What is the character limit for the PPC of Google Ads+?

 For Google Ads+, the character limit is 90 characters for each description. 

Q3. How to audit a PPC campaign?

PPC campaigns should be audited by setting goals and date ranges and reviewing campaign structure. It should also include keyword performance reviews and updates. 

Q4. How to improve the PPC campaign?

Improving PPC campaigns is possible by removing irrelevant and low-performing keywords, experimenting with new ads, creating a dedicated landing page and optimizing PPC with manual bidding. 

Q5. What factors in the PPC campaign contribute to boosting sales?

Factors like choosing the platform, setting clear goals, wise usage of keywords and audience targeting impact the sales.

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