Building The Perfect PPC Report

PPC reports are a staple in almost every digital marketing agency. Google Ads, Microsoft Ads, and Facebook Ads are 3 of the biggest PPC tools used in many different industries.

What Is PPC?

PPC is the acronym for Pay-Per-Click and can be defined as a type of digital marketing in which advertisers pay a fee per click they make on an advert. Ads are created by publishers such as Google Ads, and when the ad is clicked on, the advertiser of the ads pays the publisher of the ad.

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What Is A PPC Report?

A PPC report is a report that consists of all the important metrics of PPC campaigns. It highlights the performance of these campaigns and gives both digital marketers and the client an opportunity to see what is thriving in the campaigns as well as where improvements need to be made.

It is important to understand what a PPC report is and how to structure it, so we have written a blog on What Is A PPC Report, that you can go and read.

Types of PPC Reports

Before getting started on the building of a PPC report, it is imperative to know the type of PPC report you want to present to your client. You may need to build a PPC report that is based around all of the campaigns that ran or a more specific type of PPC report.

Cross-channel PPC Report – Shows the performance of ads across different PPC channels. This report type is great for giving clients a full picture of how ads across all paid sources have performed and makes it easier to make comparisons if needed.

Search PPC Report – This is the most common type of PPC report. This type of report includes data on the performance of the search ads created in a PPC campaign. This includes data widgets showing the performance of text ads, keywords, and search terms.

Display PPC Report – This type of report includes data on the performance of the display ads created in a PPC campaign. This includes data widgets showing the performance of image ads across campaigns.

Remarketing PPC Report – Remarketing campaigns can be created on both Google Ads and Facebook Ads. This type of report will only include data based on the remarketing aspects of these platforms.

Social Media PPC Report – This type of report can include data on the ad performance from multiple social media platforms such as YouTube, Facebook, Instagram and LinkedIn.


5 Essentials To Help Build The Perfect PPC Report?

Including the correct information in your PPC reports is the only way educated decisions can be made on the performance of your PPC campaigns. Your reports are an essential part to helping you build and maintain a successful relationship with your clients.

Here are a few essentials to include in your PPC reports:

1. Highlight the main KPIs first

You’ll know what the most important KPIs are based on the initial digital marketing strategy meeting with your client. These KPIs should be on the first page of your PPC report. Examples of important KPIs to present in your report are impressions, clicks, click-through rate, conversions, and conversion value.

2. Provide definitions

Include a section in your PPC report that covers definitions of the metrics mentioned in your report. This includes the full names of acronyms if any are used in your report. You could provide definitions throughout the report or dedicate a section to the definitions at the end.

3. Be transparent, honest & consistent

If there is data in your reports that show that your campaigns are not performing well, talk about it! It’s important, to be honest with your clients about what is and what isn’t working so that they can make a decision with you on what changes need to be made in order to have better-performing PPC campaigns. Keep your report consistent each month so that your clients can get familiar with the structure over time, making it easier for them to follow along.

4. Focus on goals/conversions

Clients are often most interested in ROI and ROAS so it’s important to keep metrics related to goals and conversions in constant mention throughout the PPC report. Including goals in the main KPIs is best practice as this is what most stakeholders want to see when accessing the performance of the PPC campaigns and making decisions based on budget. It’s also advisable to show the goals/conversions at campaign and ad level further on in the report.

5. Go into more detail at the end

As important as the main KPIs are, there are some clients who want to see the performance of every ad and every keyword of the PPC campaign. Adding this sort of data to the end of the PPC report is best practice as it won’t break up the flow of the report but rather adds in a section that includes the more granular details of the performance of the campaigns.


Ready To Build Your Own PPC Report?

Digital marketing reporting tools like Oviond have made the ability to build and automate PPC reports simple! Now that you know the essentials of building the perfect PPC report, you can go ahead and start from a blank template or choose from one of the many pre-built PPC templates available.

Read more about digital marketing reporting and agency tips in the Oviond blog.

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