PPC reporting can offer more insights than you’d first expect…
PPC advertising comes with a wide range of benefits, such as providing instant results and working well alongside other marketing channels such as SEO. However, another major benefit of PPC is the fact that it is highly measurable, providing insightful information into how your campaign is performing.
These metrics can be compiled and reflected on every month via PPC reporting, allowing marketers to review their campaigns to best understand how to optimise them going forward.
Not many people are aware of the opportunities provided by pay-per-click reporting, therefore, we have created a list of reporting tips and 5 strategies to help your business.
A PPC report is exactly as the name implies – a report that summarises the results of your PPC campaigns. Pulling data from platforms like Facebook Ads, Google Ads etc., the report is curated by looking at key metrics from your campaigns, such as CPC (Cost Per Click), CTR (Click Through Rate) and CPA (Cost Per Acquisition). When you examine these metrics, you can find out whether you’re meeting your goals and, if not, what needs improving.
PPC reports should be well-structured and contain the correct metrics for marketers to see tangible data. When referring to the structure of a PPC report, you should break things down to a granular level. This can help to make large amounts of data more digestible.
The report should tie in with your overall business objectives.
We briefly mentioned some of the key metrics that should feature in a PPC performance report. Below, we’ve expanded on this to highlight the key metrics to include in order to get the most out of your PPC reports:
Once you’ve successfully reported on these metrics, you should also be able to analyse them to understand what they mean and how you can capitalise on them to create more successful campaigns.
Did you know that there are multiple options for PPC reports? Below are some essential PPC reports to grow your business:
If you’re not regularly monitoring the performance of your campaigns, there’s a chance you’ll make one of the following mistakes:
Google Ads reports provide performance metrics for users who interacted with your ads and then came through to your website. These reports provide a window into how you acquire customers, their behaviour on your site after acquisition, and their conversion patterns. Providing you with insight into which of your advertising strategies are working, and which ones could be improved.
In 2019, Bing Ads became Microsoft Advertising. This platform also offers several types of reports that provide deep insight into your data in real-time, so that you can monitor, manage and improve key aspects of your campaign such as visibility, click-through rate, and conversion rates.
Google Data Studio is a data visualization platform that makes reports easier to create and understand. The majority of its features are easy to use, and it allows for intuitive sharing and scheduling of reports. You’re able to import sets of data from various sources and turn them into easy-to-understand reports so that you can track KPIs, visualise trends and compare performance over time.
Google Analytics allows you to receive real-time analysis and insights into your PPC campaigns. Among other measurement features, Its ‘Assisted Conversions’ report shows how many conversions were assisted by each active channel (Display, Mobile, Search Ads, Social Media and etc.) along with the value of those conversions and resulting revenue. With these metrics in hand, you can optimise your PPC budget by spending more on profitable channels and less on the channels that are bringing in the least conversions.
To make cross-channel reporting even easier, you can take advantage of the Diginius Insight Software. This innovative software, developed in-house by our team of PPC experts, combines your sales and marketing data into one consolidated platform.
Chester Yang is the Microsoft Program Manager at Diginius with a background in economics and quantitative research.
At Diginius, Chester focuses on nurturing partnerships with PPC agencies and integrating marketing and sales solutions.