The end client wants to see the rate of return on investment and regular progress updates, so it requests a PPC report. They want to know if they are getting value from their PPC spending and if they have chosen the right PPC expert to manage their investment. This should satisfy the client if the conversion rate and ROI are kept at acceptable levels. Unfortunately, not all reports show consistent or high ROI. For example, conversion rates are declining this year and ROAS is low in most industries. Fortunately, end clients understand that and will continue to invest in paid advertising and continue to use professional services if other needs are met beyond high ROAS.
Based on the responses from the top 20% of ghost mannequin effect customers with the highest number of end clients and the lowest churn rates, these are the top report types and goals. 2020 PPC Reporting Strategy: The Best Channel to Showcase Your Work We used data from the following PPC platforms to measure client engagement and select top reports for analysis. Google ads. LinkedIn ads. Facebook ads. Microsoft Advertising. AdRoll. Web Analytics data (Google Analytics, Yandex Metrica) was used for additional metrics as well as data for the following areas: Social network. E-commerce. Email marketing. SEO audit. SEO keyword ranking analysis. The survey data uses a total of 62 cloud platforms and 185 data templates. Goal 1: Overview / Executive Report As the name implies, this is a high-level overview that clients want to receive on a regular basis. You don't have to send it often, and above all, you don't want to have too much detail. However, key indicators and functions are mandatory.
Key metrics: reach, impressions, clicks, conversions, costs, ROI. Breakdown by region. High performance campaign. 2020 PPC Reporting Strategy: The Best Channel to Showcase Your Work PDF document executive report metrics Make sure you can view the data by comparing quarterly performance with year-over-year performance. The following is a list of possible comparison options. 2020 PPC Reporting Strategy: The Best Channel to Showcase Your Work Executive Report Timeframe and Data Comparison Options Channels to use: Emailed PDF reports, Office TV dashboards, client portals Customers often hear that the data sent directly from the PPC platform is either too detailed or too shallow to display sufficient information. It sounds inconsistent at first,