As an agency, the aim of the game is to improve marketing efficiency, reporting and return on investment (ROI) for clients. But with the digital environment becoming more challenging, demanding, and competitive than ever, agencies need to ensure they are one step ahead if they want to keep important clients happy and deliver on multiple targets.
One way to do this is to utilise the power and innovation of integrated reporting systems into your marketing strategies.
And with PPC reporting being one of the most time-consuming and often difficult tasks for PPC agencies, it’s tools such as this that can remove the everyday pain points of PPC campaign management and create more opportunities for innovation and optimisation.
Why should you create monthly and annual PPC reports?
Reporting on your clients PPC campaigns is an incredibly important task for agencies and can provide benefits for both yourself and your clients.
For example, it’s important to display accountability to your clients, as they are relying on you and your services to provide them with fantastic results each month. Knowing you have this accountability can help push you to optimise your clients PPC campaigns through the likes of ad creatives and other methods to improve numbers.
Additionally, PPC reporting can help to improve customer satisfaction and therefore retention by providing regular communication.
With the future of online marketing being driven by targeted campaigns, regular reporting can allow you to identify and pursue new metrics that indicate the success of your campaign. You can use this information and hard data in your strategies moving forwards to create campaigns with optimal performance, both reflecting on the innovative nature of your agency and providing your clients with the results they need to thrive online.
However, one of the biggest issues agencies face with reporting is if a client has multiple advertising platforms, you need to take on the gargantuan task of cross channel marketing reporting, which is where integrated reporting software can come in handy.
Five of the most common PPC reporting mistakes
1. Presenting numbers without context
When you prepare a report that is simply presenting numbers without any context, you can leave your clients feeling lost and confused. Even if the numbers are amazing, they mean nothing without context, especially to a client who is not fully aware of PPC.
You need to provide summaries, conclusions and explanations of those numbers to help your clients understand the results they achieve from their campaigns in that month.
2. Failing to set campaign goals
Every PPC campaign needs to have a goal, defining what it is exactly you want to see as a result of the activity. In some instances, agencies either forget to set a goal and just wait and see what results the campaign gets, or they set goals that are too generic.
It can be extremely difficult to measure success if you don’t get tangible results for each of your campaigns.
3. Overloading reports with too much data
PPC reports can present you with various numerical data, however, you don’t want to include too much of this into your report, as not all of this data may be relevant for presentation.
You should remember to focus on the data that is the most important to your campaign and explains the most to your clients.
4. Not remembering to segment reports
As mentioned above, PPC reports contain a plethora of information, and so, it is vital that this data is segmented throughout the report, so it makes sense to anyone that views it.
And it isn’t just for your clients - segmenting your reports can allow you to get a better understanding of all the little results that went into forming the main achievement, which can be used to optimise future campaigns.
5. Failing to plan for the future
Reporting is more than just presenting facts and figures to clients – it’s an opportunity for you both to work together to plan better campaigns.
It’s a common mistake for PPC and digital agencies to neglect the data presented to them and utilise it for future campaigns, and so we recommend you analyse all results and think about what these numbers can mean for campaigns in the future.
Operating on a win-win basis, automated reporting software works to benefit both sides of the campaign, ensuring you as an agency have all you need to deliver fantastic results and remove the headache of PPC reporting, which, as a result, can help to keep your clients happier in the long run, and these common PPC reporting mistakes will become a thing of the past.
Five major benefits of automated PPC reporting tools for agencies
Below, we’ve highlighted five of the main advantages associated with using automated PPC reporting tools, such as the Diginius Insight Software, for your digital business:
1. Increased reporting accuracy
Regardless of personal experience, human mistakes can always be made during the reporting process. Naturally, this can have an impact on the figures of your report and could provide your clients with false information. A PPC reporting tool can eliminate the possibility of human errors and can ensure the accuracy of the formulae and data.
2. Increased productivity
By integrating all PPC tasks into one single-view dashboard, you can save valuable time and resources, allowing you to focus more on vital tasks and channel your expertise into important daily tasks.
By consolidating multiple services into a single dashboard, agencies can rely on the software and delete several other marketing subscriptions.
3. Insight and analysis
A PPC reporting tool can provide you with holistic insight into the overall performance of your PPC campaigns. For example, if you are performing well on AdWords but your Facebook advertising campaigns are weaker in comparison, a PPC reporting tool can pull together a more comprehensive report to give you more insight into what may be happening and how you can optimise pay per click ROI for clients going forward.
4. Save time
as well as increasing productivity, utilising PPC reporting tools can help to save you time on the more manual tasks you face in day-to-day agency life, including extracting and organising the report data from various different channels including Facebook Business Ads, LinkedIn, AdWords and Microsoft.
5. Added value
With the Diginius Insight Software, we have the ability to provide you with multiple automated PDF reports from the dashboard, at a frequency to be agreed (either daily, weekly, or monthly), which are often submitted to senior management, who prefer to access data via email rather than having to log in to a platform.
It’s important to find a PPC reporting and automated bidding tool that suits you and your needs. Luckily, our Diginius Insight Software is available for a free demo so you can experience the range of benefits before making a decision.
Find out more about how to improve your marketing efficiency today
To find out more about our PPC campaign management solutions, including our Diginius Insight Software and how it can help you increase your marketing efficiency, get in touch with the team at Diginius today.
An expert adviser will be on hand to listen to your unique business needs and provide the best possible solutions for you.