Your PPC analysis should highlight trends and translate metrics into real value for the C-suite. Here’s how to build a better PPC report:
- This part is straightforward: Review the account’s performance metrics, add a comparison date range, and note any significant positive or negative trends. Identify the goal and highlight the relevant metrics: sales-based, conversion-based, and other secondary metrics. Remember that clicks and impressions don’t translate to actual results.
- Translate your metrics to the real world. For example:
- Clicks and impressions indicate overall volume.
- Search impression share and CPM indicate reach and visibility.
- CPC and CPA indicate efficiency.
- CTR, conversion rate, and view rate indicate engagement.
- Offer any potential causes, efforts, or changes behind the trends noted. Whether the news is positive or negative, your analysis should address what’s happening, why it’s happening, and what you suggest we do about it.
Dig in at Search Engine Land.
