One of the most important tasks for a PPC professional is compiling and delivering reports on the performance of AdWords campaigns to share with their boss or client. Unfortunately, many marketers struggle to determine the most suitable data to include. You want to provide the right information to support vital business decisions, but exactly what data is that? When determining what data to provide, make sure you’re showing overall stats, while also breaking out the details that your boss or client care about.
Breaking Down PPC Campaign Performance
There are several elements to include in your report when showing performance, but the most important elements relate to conversions such as total conversions, cost per conversion, conversion rate, and more.
Depending on your business’s goals, these metrics can influence how you manage keyword bidding strategies and write ad copy that reaches and influences consumers. With this in mind, you’ll first want to break down performance by PPC campaign in your report, before providing specific details that give as much insight as possible into the advertisements’ effectiveness.
Below is an example of the All Campaigns report showing a monthly breakdown of performance by campaign.
While the “Search – General” campaign drove many more converted clicks, the “Search – Brand” campaign drove a much lower cost per converted clicks. This data helps to show the value of bidding on brand terms by highlighting cost effectiveness.
Performance By Network
Further breaking down data by network is crucial because search performance tends to significantly diverge from display performance. In the Google search network, as well as its third party search partners, visitors enter keywords or phrases to find a service. Thus, those users are more inclined to click on ads. On the contrary, display ads are targeted based on audience demographics and page content.
You should include this network performance data in your PPC report to help inform decisions of where to advertise. Marketers can closely examine all networks to see the comparison within conversion rates, as well as cost per conversion rates. This data allows you to determine how to allocate your budget and what value each network is providing.
For example, the screenshot above shows results by network from the summary row of the Campaigns view and you can see that search partners show a lower conversion rate and higher cost per converted click than Google Search. In this case, if budget is a concern, you may consider excluding search partners and strictly advertising on Google.
Performance By Keywords
In an effort to improve ROI on your PPC campaign, you’ll also want to break down performance by keyword, in addition to network. This will provide you with valuable information that can lead to efficiency and better results overall.
By looking at the Keywords tab in AdWords, you know what keywords are driving conversions or are showing high potential. You can then bid up on keywords showing value, while bidding down or pausing those not contributing to conversions.
In this example from a retirement community’s AdWords account, we’re looking at results from the highest volume keywords. We can see that “senior housing” has driven the most converted clicks, while “independent living” has driven none, thus we may want to bid lower on that keyword.
Building reports to measure campaign productivity helps marketers see the “bigger picture.” For PPC professionals, reporting meaningful statistics, as well as goals that have been accomplished, is imperative for communicating success. Using the available charts from Google AdWords, you can build a PPC report that provides insightful data to optimize how companies connect with their target audience.
What data do you find most helpful when evaluating an AdWords campaign’s performance? Do you have any other helpful tips to share about what should be included in PPC reports?