Still, your clients, whether they ask for it or not, DO want to know what is going on with their account so that they can see if they are getting the results they signed up for.
If you do your job well, you are probably one of the many marketers who don't take their clients for granted. You need to show them how they are getting more business with the help of you.
Reinforcing this perfect image of yourself in them is crucial to becoming a well-known PPC Expert in your field. BUT, you first need to provide them with the materials that they require:
In the following, I am going to outline the main elements of a good PPC report:
Cost per acquisition (CPA) or cost per conversion (Are you reaching your target cost per conversion or CPA, or are you spending too much? What can you do to reduce it?
Device performance (especially if your company is running campaigns on multiple devices)
Individual campaign/network performance (Bing vs Google, Display vs. Search, etc.)
Campaigns causing concern and what you are doing to improve them OR what needs to be done to improve them
These are just basic metrics. Some clients may demand certain types of data, depending on their objectives or preferences. For instance, the following are often requested:
Display placement reports and key placements
Negative keyword report
Time of day reports
Change history reports
As you can see, the abundance of information that you can generate in a report is mind-blowing. It is up to you to either segment the report into separate parts for a better understanding of the metrics, or create a simple chart of some of the key values that your clients can just quickly browse through€
In short, there is no standard definition of how a good report should look like.
Therefore, you should always discuss with your clients, colleagues and managers to agree upon common goals & KPIs.
The amount of information a client requires is basically up to the kind of person you are dealing with.
I hope this short post will help you in your daily tasks.