The way you present efficiency reviews or insights can impression the remainder of your venture. 

If a consumer or boss doesn’t perceive your evaluation of what’s occurring of their PPC accounts, that may result in extra questions and stress for all events – even in case you’re doing nice work.

The three steps outlined beneath will provide you with a stable basis for PPC reporting that retains everybody on the identical web page, establishes belief and makes your job simpler in the long term. 

Common metrics and trends to focus on
Frequent metrics and tendencies to concentrate on

Step one is straightforward. Merely assessment the account’s efficiency metrics, add a comparability date vary and word any vital tendencies. 

What somebody thinks is “vital” might differ relying on who the report is delivered to. 

It’s greatest to concentrate on probably the most related metrics earlier than highlighting the rest and tailor your method as wanted. 

Instance 1: The primary objective for a B2B software program consumer is to drive leads effectively. 

  • All of your reviews ought to begin by highlighting conversion-oriented metrics, corresponding to kind submissions, price per conversion, conversion fee, and so on. 

Instance 2: The primary objective on your ecommerce firm is to drive gross sales.

  • All reviews ought to begin by highlighting sales-based metrics, corresponding to income, purchases, return on advert spend, and so on.

Secondary metrics (for any account) may embody click-through fee, price per click on, price per thousand impressions (CPM), or search impression share. These offer you a way of general visibility, effectivity and engagement. 

Whereas clicks and impressions may help determine tendencies in site visitors and search quantity, the main focus needs to be on precise outcomes – particularly in case you’re presenting to individuals on the government or C-suite degree. 

Which means clicks and impressions will not be the very best metrics to hone in on in your evaluation.

It’s additionally vital to focus on unfavourable tendencies along with constructive ones. 

Transparency builds belief, prevents stakeholders from getting caught off guard by decrease efficiency and helps you higher management the narrative and subsequent steps. 

Dig deeper: 3 ways to stay on top of PPC performance

The subsequent step is to outline what your highlighted metrics really imply. 

Many individuals neglect to do that as a result of they know the phrases. However not everybody is aware of as a lot as you do! 

Offering that additional context ensures all events interpret the information correctly and prevents individuals from drawing inaccurate conclusions or specializing in issues which may not matter in the long term. 

Some frequent metrics and what they translate to in actual phrases embody:

General quantity

  • Impressions: How a lot search quantity there may be or how giant your viewers could also be.
  • Clicks: How a lot site visitors is pushed to your web site.

Attain / visibility

  • Search impression share: How a lot protection/visibility you’ve.
  • Price per thousand impressions (CPM): How effectively you attain the target market.


  • Price per click on (CPC): How effectively you drive site visitors/engagement.
  • Price per conversion motion (CPA): How effectively you drive outcomes.


  • Click on-through fee (CTR): How efficient/related your advert copy and inventive is.
  • Conversion fee: How efficient/related your touchdown web page or focusing on is. 
  • View fee: How efficient/related your video is.

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Step 3: Establish causes for efficiency shifts

The final step is to notice any potential causes behind the tendencies you known as out. That is the place you may flex your experience and let individuals know the worth you carry to their group. 

  • Did the click-through fee improve after you really useful and launched new advert copy? 
  • Are you seeing a leap in conversion fee after updating your touchdown pages? 
  • Did lead high quality enhance after including unfavourable key phrases and placement exclusions within the earlier month? 

Give your self some credit score and spotlight these modifications within the report!

It’s additionally vital to do that for unfavourable tendencies as a result of figuring out the reason for a decline will provide help to decide the subsequent greatest plan of action. 

For instance, you see a lower in impression share and a rise in common CPC. 

You assessment the Public sale Insights and see a brand new competitor has entered your market. 

Now you may strategize an method to the state of affairs and current an answer earlier than it causes an even bigger dent in efficiency.

That mentioned, there may not at all times be a clear-cut motive for efficiency shifts. 

On this state of affairs, taking a step again and looking out on the trade at a macro degree could be useful. 

  • Should you’ve seen a drop in conversions, conversion fee, and impressions (i.e., search quantity) for seemingly no motive, you is perhaps experiencing seasonality. One solution to confirm this is able to be to examine Google Tendencies knowledge on your prime phrases. Another choice is to fulfill with the gross sales group (or ask your consumer to fulfill with theirs) to debate whether or not different channels are additionally seeing a dip in efficiency. 
  • The identical applies once you see an sudden enchancment in account efficiency. This will also be a great time to ask about testing further finances to be able to benefit from excessive conversion intent. 
  • Should you nonetheless aren’t positive what is perhaps inflicting a shift (like coping with conflicting knowledge factors), examine the way you examine to trade benchmarks. You may discover that you simply don’t stack up nicely in comparison with others. On this case, you may decide the subsequent steps as wanted (e.g., below-average CTR means it is best to check new advert copy or artistic). Should you’re above common, you might even see a short-term pattern that isn’t an enormous trigger for concern.

Placing all of it collectively

By approaching reviews utilizing the method above, your evaluation ought to find yourself trying one thing like this:

Sample PPC report analysis

The result’s a transparent overview of:

  • What’s occurring within the account.
  • Why it’s occurring.
  • What you intend to do subsequent if motion is required. 

In flip, shoppers and stakeholders sometimes really feel extra comfy with the numbers they see and listen to. 

They might then have a higher appreciation and understanding of your work, resulting in extra belief and a willingness to check extra. And that’s a win for everybody!

Dig deeper: How to deliver PPC results to executives: Get out of the weeds

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