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 PPC reporting, therefore, we have created a list of reporting tips and 5 strategies to help your business.
What is a PPC report?
A PPC report is exactly as the name implies – a report that summarises the results of your PPC campaigns. 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.
A PPC report 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.
What should be included in a PPC report?
We briefly mentioned some of the key metrics that should feature in a PPC report. Below, we’ve expanded on this to highlight the key metrics to include in order to get the most out of your PPC report:
- Impressions – an impression is counted every time your ad is shown on a search result page, or a website in the ad network
- Clicks – one of the most important metrics, it shows you how many clicks your ads are getting and it is simply measured by how many people click on your ad and been directed to your chosen landing page. Of course, you want to be receiving a higher volume of clicks each month.
- Cost Per Click – CPC calculates how much you spend from your advertising budget, on average, for each click you receive. While a “good” CPC depends on other factors such as conversion rate, you want to have a lower CPC.
- Click-Through Rate – CTR refers to how many people have clicked on your ad out of the number of people who have seen it. A high CTR indicates that you’re doing a good job, and that your ads are performing as they should. Anything over 2% can be considered an above average CTR. A lower CTR represents a problem, such as your ads not being compelling enough or that you’re targeting the wrong keywords.
- Conversion Rate – conversion rate is calculated by the number of conversions divided by the total number of clicks. A conversion rate is the term used to describe when someone performs a key action that you are targeting, such as filling in a contact form, subscribing to a newsletter and, of course, making a purchase. This metric measures both the ad itself, as well as the effectiveness of your landing page in its ability to convert people.
- Quality Score – an estimate of the quality of your ads, keywords, and landing pages. Higher quality scores can lead to lower prices and better ad positions. Quality scores range from 0-10 and includes metrics of expected clickthrough rate, ad relevance and landing page experience.
- Cost Per Conversion – this refers to the amount it has cost you for each conversion. The higher your conversion rate, the lower this number will be, indicating a more successful ad campaign.
- Impression Share – the percentage of impressions that your ads received compared to the total number of impressions your ads could get. This is often used to work out the potential reach of your campaigns to set your budgets.
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.
What types of PPC reports are there?
Did you know that there are multiple options for PPC reports? Below are some essential PPC reports to grow your business:
1. Real-time Performance Report
If your ad campaigns are often very reactive or include promotional deals that are time–sensitive, a real-time performance report is particularly helpful. It is a great way to see the highs and lows of an account and cuts out any unnecessary data to allow you to see exactly what is or isn’t working.
2. Device Report
It’s important to monitor performance across various devices, especially now with more and more people choosing to browse on mobiles. A device report can help you to gauge how your campaigns are performing on mobile, desktop and tablet to highlight strengths and weaknesses.
3. KPI Trends Report
Key performance indicator (KPI) reports are designed to show you how well you’re performing against your business goals. These reports can be used to highlight changes in performance, such as an increase in CTR when you’ve added optimised keywords. As with any campaign, cost is one of the most important KPIs to report on. To find out more about this, please read our blog about setting achievable KPIs for PPC camaigns.
4. Funnel Performance Report
Savvy marketers should look beyond the final result and instead, get to grips with every little detail along the sales funnel. A funnel performance report reflects on the effectiveness of your PPC ad campaigns at each point along the sales funnel, determining how much it costs overall to acquire a customer.
5. Cross Channel Report
Chances are, you will have more than one ad account, therefore, you don’t want to exclude any accounts from your reports. Cross channel reports often have the largest amounts of data, highlighting more potential opportunities for improvement. You will be able to see which channels are performing well, compare clicks and impressions across these channels and assess the cost of keywords.
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.
Are you ready to utilise PPC reporting in your marketing strategy?
PPC reporting is more than just a menial monthly task – it is a way in which you can gain valuable insights into your ad performance to help you optimise future campaigns. If you’re looking for help with your PPC management, or you want to find out more about our Diginius Insight Software, please contact us today to find out how we can help you.