An Excellent AdWords Reporting Strategy

[MarkR]

I'm spending more time managing AdWords lately. I wonder what the AdWords experts use for reporting? Specifically, higher-level reporting for clients/management use.

If you had a client paying you to manage AdWords, and wanted say weekly or monthly summary level reporting that shows what you've accomplished, improvements month-to-month, etc. what would that look like?

What data items would you report on? Impressions, CPC, CTR and what else? Conversions?

Are there any tools that do this reporting (other than the built-in AdWords reporting)?

Anyone got dummied up samples they'd like to share? Please PM me if so.