3 steps for effective PPC reporting and analysis

3 steps for effective PPC reporting and analysis


The way you present efficiency reviews or insights can impression the remainder of your venture. 

If a shopper or boss doesn’t perceive your evaluation of what’s occurring of their PPC accounts, that may result in extra questions and stress for all events – even if you happen to’re doing nice work.

The three steps outlined beneath gives you a stable basis for PPC reporting that retains everybody on the identical web page, establishes belief and makes your job simpler in the long term. 

Common metrics and trends to focus on
Widespread metrics and traits to deal with

Step one is straightforward. Merely assessment the account’s efficiency metrics, add a comparability date vary and be aware any important traits. 

What somebody thinks is “important” might differ relying on who the report is delivered to. 

It’s finest to deal with essentially the most related metrics earlier than highlighting the rest and tailor your method as wanted. 

Instance 1: The primary objective for a B2B software program shopper is to drive leads effectively. 

  • All of your reviews ought to begin by highlighting conversion-oriented metrics, resembling type submissions, price per conversion, conversion fee, and so forth. 

Instance 2: The primary objective to your ecommerce firm is to drive gross sales.

  • All reviews ought to begin by highlighting sales-based metrics, resembling income, purchases, return on advert spend, and so forth.

Secondary metrics (for any account) would possibly embrace click-through fee, price per click on, price per thousand impressions (CPM), or search impression share. These offer you a way of total visibility, effectivity and engagement. 

Whereas clicks and impressions might help determine traits in visitors and search quantity, the main target must be on precise outcomes – particularly if you happen to’re presenting to folks on the govt or C-suite degree. 

Which means that clicks and impressions will not be the very best metrics to hone in on in your evaluation.

It’s additionally necessary to spotlight unfavorable traits along with constructive ones. 

Transparency builds belief, prevents stakeholders from getting caught off guard by decrease efficiency and helps you higher management the narrative and subsequent steps. 

Dig deeper: 3 ways to stay on top of PPC performance

The following step is to outline what your highlighted metrics really imply. 

Many individuals overlook to do that as a result of they know the phrases. However not everybody is aware of as a lot as you do! 

Offering that additional context ensures all events interpret the information correctly and prevents folks from drawing inaccurate conclusions or specializing in issues which may not matter in the long term. 

Some frequent metrics and what they translate to in actual phrases embrace:

Total quantity

  • Impressions: How a lot search quantity there may be or how massive your viewers could also be.
  • Clicks: How a lot visitors is pushed to your web site.

Attain / visibility

  • Search impression share: How a lot protection/visibility you’ve.
  • Price per thousand impressions (CPM): How effectively you attain the target market.


  • Price per click on (CPC): How effectively you drive visitors/engagement.
  • Price per conversion motion (CPA): How effectively you drive outcomes.


  • Click on-through fee (CTR): How efficient/related your advert copy and inventive is.
  • Conversion fee: How efficient/related your touchdown web page or focusing on is. 
  • View fee: How efficient/related your video is.

Get the each day publication search entrepreneurs depend on.

Step 3: Determine causes for efficiency shifts

The final step is to notice any potential causes behind the traits you referred to as out. That is the place you possibly can flex your experience and let folks know the worth you convey to their group. 

  • Did the click-through fee improve after you really useful and launched new advert copy? 
  • Are you seeing a leap in conversion fee after updating your touchdown pages? 
  • Did lead high quality enhance after including unfavorable key phrases and placement exclusions within the earlier month? 

Give your self some credit score and spotlight these adjustments within the report!

It’s additionally necessary to do that for unfavorable traits as a result of figuring out the reason for a decline will make it easier to decide the subsequent finest plan of action. 

For instance, you see a lower in impression share and a rise in common CPC. 

You assessment the Public sale Insights and see a brand new competitor has entered your market. 

Now you possibly can strategize an method to the state of affairs and current an answer earlier than it causes a much bigger dent in efficiency.

That stated, there won’t at all times be a clear-cut cause for efficiency shifts. 

On this state of affairs, taking a step again and looking out on the trade at a macro degree will be useful. 

  • In the event you’ve seen a drop in conversions, conversion fee, and impressions (i.e., search quantity) for seemingly no cause, you may be experiencing seasonality. One strategy to confirm this could be to examine Google Traits knowledge to your high phrases. Another choice is to fulfill with the gross sales group (or ask your shopper to fulfill with theirs) to debate whether or not different channels are additionally seeing a dip in efficiency. 
  • The identical applies if you see an surprising enchancment in account efficiency. This may also be a great time to ask about testing extra price range to be able to make the most of excessive conversion intent. 
  • In the event you nonetheless aren’t certain what may be inflicting a shift (like coping with conflicting knowledge factors), examine the way you evaluate to trade benchmarks. You would possibly discover that you just don’t stack up properly in comparison with others. On this case, you possibly can decide the subsequent steps as wanted (e.g., below-average CTR means you need to check new advert copy or artistic). In the event you’re above common, you may even see a short-term pattern that isn’t an enormous trigger for concern.

Placing all of it collectively

By approaching reviews utilizing the method above, your evaluation ought to find yourself trying one thing like this:

Sample PPC report analysis

The result’s a transparent overview of:

  • What’s occurring within the account.
  • Why it’s occurring.
  • What you intend to do subsequent if motion is required. 

In flip, purchasers and stakeholders sometimes really feel extra snug with the numbers they see and listen to. 

They might then have a better appreciation and understanding of your work, resulting in extra belief and a willingness to check extra. And that’s a win for everybody!

Dig deeper: How to deliver PPC results to executives: Get out of the weeds

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Workers authors are listed here.


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