[PPC REPORTS 2017] What to include in an average Google Adwords Monthly Report for your clients?

2 replies
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I am sure there are many marketers here who handle one or multiple Adwords accounts for their clients just like me. We tend to be experts in what we do, but we usually forget the bare basics when it comes to reporting as it tends to be a boring task to do.

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?
Overall clicks/impressions
Ad/keyword performance
Device performance (especially if your company is running campaigns on multiple devices)
Individual campaign/network performance (Bing vs Google, Display vs. Search, etc.)
Campaigns improvement/declines
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
Search queries
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.

Market Away!

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  • Profile picture of the author dburk
    Hi Tobin,

    While your list of what to include in AdWords monthly reports does indeed include the basic metrics, and for some clients that is good enough, however it seems that some key information is missing, in my opinion.

    Clients Are Not All The Same

    I have been generating reports for clients for a long time. I have found that clients are different. Some clients want to dig into detailed data reports, and go through every minutia of detail, while others just want something clear that tells them how they are doing overall. Some clients may even prefer to pay you extra to not inundate them with too many details.

    Clients Like Clear Concise Summaries

    I have found that clients at both ends of those extremes all really appreciate clear concise report summaries that show them instantly how they are doing. But, here's the catch... clients do not all have the same objectives and goals.

    Clients Want Relevant Data

    The KPIs for gauging performance towards specific goals and objectives vary from one client to the next. Those basic "metrics" often provide no clear answer to the basic question, "are we on track to meet our specific goals and objectives?" Unless your client's only goal is to reach a specific metric, the basic metrics data just serves to obscure the truth to the question "How are we doing?"

    For example, if a client's goal is to grow his business by 30% over the next 9 months, the use of CPA as a primary KPI may not make sense, and may actual hinder the opportunity for growth. I'm not suggesting that you ignore CPA completely just understand the primary goal for the campaign dictates which metrics are KPI's, not a set of commonly reported metrics.

    Performance Is Relative

    For a client to understand whether a campaign is performing well or not, he has to know how the campaign performance relates to a given standard, or expectation. Having a specific time-bound goal, that is relevant to your client's business objective, is a minimum requirements for a clear and concise report that answers the basic question "how are my campaigns performing?"

    Start With A Goal

    Start building your reports with a specific goal as the standard to measure performance by and build your report around answering the question "How is our performance relative to that goal". When a client sees a report that clearly shows performance relative to his goal, he instantly knows if his marketing campaigns are on track, or not. All the other metrics are relatively unimportant details, that just serve to support the process of optimization.
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    • Profile picture of the author TobinBell
      Solid points. I was hoping someone would respond with a reply like this. Thanks for your inputs. Every maketer should consider all the factors that u have just outlined.

      Freelance Content Writer and Editor
      Adwords and SEO Specialist

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