Do you provide PPC services? Then, you would be creating PPC reports for your clients on the weekly, monthly or quarterly basis.
PPC report generation may cause hassles to you if done in a hurry.
So, why not to take time for creating a PPC report?
In general, PPC report includes critical data and information regarding the activities you made for your client’s campaign and thus, can’t send non-optimized details.
So, along with the time you also need to focus on following tips in generating a right PPC report.
This will also help you in building strong relations with your client.
1) Transparency & Consistency are the Keys
When you’re reporting the weekly or monthly PPC results to your client, the first and foremost thing needed is to keep transparency and consistency. These are two keys that will help you to build a strong image in its eyes. This is what highly needed for making a business successful.
So, let your numbers speak about your performances and you keep sharing it with your client honestly and continuously. When you do this, you get confident about sharing your ideas on what’s the latest trend in PPC and what measures to follow and what to not.
Also, if you’re consistent, clients also get aware of what and when to expect.
2) Go from General to Specific Documentation
When you’re preparing reports, make sure your high-level is up front and details are eminently organized.
If you’re putting a summarized info and high-level figures above ads, ad groups, and keywords, you will keep your client engaged.
You may have various clients; few reviewing up to few pages only and another few may go for complete details.
So, going for general and specific documentation to specific will always keep your customers engaged.
3) Go with Customer’s Expectations
You and your client’s observation and expectation would be completely different. You will consider core PPC metrics like clicks, impressions, CTR, and conversions whereas your client will look for ROI and ROAS.
You should go with client’s expectations and know how they prepare reports for their investors. Include this as the first thing in your report.
4) Always Include Executive Summary or Dashboard
Prepare your report in a way that anyone can understand in an easy way assuming the report is being generated for people who don’t normally meet you also not aware of PPC metrics.
All these things can be done in an executive summary or dashboard at beginning of the report.
If your report already includes client goal reporting and high-level content, then it will naturally fit in the first or may go to the second page.
Your summary should include information that would answer questions like client goals, strategy applied highlights taken from earlier reporting period and procedure for next reporting.
Your success will be highly counted when you prepare a report that can be understood by people who even never met.
5) Add Acronyms for Client’s Convenience
It may be possible that your client won’t be aware or memorized every acronym used in your PPC report for calculating each stat.
Add a key term in each table of the figure or include a standard definition section so that clients can for taking reference.
By continuously adding definitions, you can make the report more understandable for your client. This may help you in retaining your client.
6) Aggregate Every Possible Detail
Google AdWords brings some amazing features that include aggregation of stats. If your ad is running on any additional advertising networks, it will help you aggregate the stats in order to show what PPC is doing on all networks. You can take help of the reporting software or manual methods for doing this.
Google and Bing both don’t have any third-party data like your phone conversation. You would never like to miss phone conversions and including them in your report.
Aggregation of data in the report will allow you to present a bigger picture at a high-level and also remove the need for the calculation to your client based on the report provided.
7) Ask for Report Detailing with Permission
What next you have to do is to discuss the reports of your strategy and endeavors in a meeting or on a telephonic conversation with your client/s.
It will help you in going over the details and collecting feedback. As you know some of your clients would go for every keyword and while others only executive summary.
When you are adding the detail, include it at the end in an appendix or in an additional supporting document
Don’t include keywords pages in the middle of the report as it damages the general to specific flow and affects the overall documentation of your strategy and performance mentioned in the report.
8) Include CRM
Most of the time in a business the PPC conversion is taken as a lead or engagement or revenue generating method.
If that’s the case employ a CRM or find a way to get feedback on the leads that your PPC activities are generating.
Getting feedback at the earliest will help you in improving your PPC strategies for generating leads and impressions and that to be without failing any time.
Google AdWords or PPC is a tremendous procedure for generating leads and impressions. Those leads can be turned into conversions by a business if done rightly and strategically.
But in the midst of all such happening, it would be quite good if follow above-mentioned tips so that marketers can provide successful PPC service.
Learn from real practitioners not just trainers.