PPC Reporting
Dates and timeframes
• PPC reports serve as regular updates on ad campaigns, their KPIs,
goals, and other notable information. You must keep track of the
advertising process for proper reporting. You can mention when the
campaign started, how long before edits or changes were made and
when the marketing campaign ended.
Campaign goal
• Each campaign has a specific goal that must be reached to be
considered a success. The common objectives for a marketing
campaign include: improving brand awareness, generating leads
and prospects, targeting existing customers, boosting social media,
increasing conversion rates, etc. The goal should be included in your
report.
Previous campaign data
• It’s important to include some data from recent campaigns. You can
briefly discuss what went wrong or right and why it happened. It can
be used to compare the current performance with the previous
campaign. You can also detect trends or patterns that may have formed
over time and strategies that should be eliminated or repeated in your
future campaigns.
Attribution modeling data
• An attribution model allows you to give credit to the touchpoints and
marketing channels that may have converted a lead. Taking note of
your attribution data helps to identify what’s currently working, how
to improve the buyer’s journey, and what to tweak in your PPC
campaigns.
Why do you need PPC reports?
PPC advertising is one of the main marketing channels, and keeping
track of your ad spend is critical. Without proper reporting and analysis
of ad efficiency, you may end up wasting the entire budget. Tracking
campaigns’ performance and comparing it to benchmarks will help you
in many ways. You will find the relevant audience, tune your offering,
and define which channels work best for you.
To present campaign data properly
• When you create a PPC report, you’re making it easy for everyone to
access marketing data in an organized manner. You’re telling a story of
what happened during or after a campaign and the factors that
influenced such results.
To display key metrics
• Regardless of the marketing channels you’re using, there are always
metrics that need to be checked. They allow you to understand how an
audience reacted to your PPC advertising campaign. Metrics are a
crucial part of any report
To compare campaign history
When you create reports for every ad campaign, it becomes easy to refer
to the previous data and make comparisons when necessary. You can
access historical data, review what occurred in the past and make better-
informed decisions.
To track campaign results
PPC ads are meant to achieve marketing goals and grow the business in
one way or another. A report is a great way to showcase how a campaign
has improved brand awareness, increased conversions, or boosted
revenue.
To gain amazing insights
A marketing report provides insights into your current PPC data. It
shows whether your strategies were effective or not. You can discover
aspects of your campaign that need to be improved upon and those that
truly worked.
To optimize your campaign
Marketing campaigns, whether paid or organic, need to be analyzed in
order to perfect strategies and increase chances of success in the future.
PPC reports allow you to collect and analyze real-time data for
campaign optimization purposes.
Best tools to run and automate PPC reporting
• [Link]
• Google Ads dashboard
• PPC multi-channel dashboard
• Facebook Ads dashboard
• LinkedIn Ads dashboard
• Looker Studio (Data Studio)
• Google Ads Overview
• Search Ads 360 performance
• Tableau
• Power BI
