5 PPC Reporting Best Practices That Will Help You Drive Better Results

The first, and the most important step of running an effective PPC campaign and creating a valuable report is to set a campaign goal.

Without it, you won’t be able to determine what metrics you should track or whether your campaign has succeeded.

Your goals may vary from increasing sales, raising brand awareness, boost your website traffic, and more.

What you’ll use to monitor and analyse your data is just as important as the data itself. If you pick the right tools, you can save precious time by automating certain tasks. Some tools also offer more metrics than others, so you may have an even more in-depth insight into your PPC results.

Other than Google’s PPC tools, which are used most commonly, you may want to try Databox, Cyfe, Reporting Ninja, Supermetrics, etc.

When you know your goal, identifying the right metrics that will tell you if you’ve reached it shouldn’t be too challenging. You can choose high-level and low-level KPIs that will help you determine if your overall business goal has been accomplished and how close you are to each of your team’s goals.

Although the metrics you’ll track depend on what you’re looking to do with the campaign, these are some of the most commonly monitored PPC metrics:

PPC reporting tools play an important role in organizing your data, too. To understand it better, your data needs to be displayed logically - one of the best practices is to present it from general to detailed. That way, a person reading the report can focus on the overall outcome of the campaign without getting into specifics, if that isn’t necessary.

And a quick note: don’t include too many metrics in your reporting. Tracking only the most relevant ones will give you a clearer picture of your campaign’s success than stuffing your report with numerous irrelevant metrics that don’t contribute to the analysis.

Finally, after analysing the report, it’s time to create actionable steps towards driving better campaign results in the future. Identify the moments when your campaign activity plummeted and try to find out why it happened so you can prevent it next time.

If your PPC campaign exceeded your expectations, it’s essential to retrace your steps and determine exactly what caused that success. That way, you can replicate the strategy that works in the future and generate an even better outcome.