Paid media professionals aren’t any strangers to reporting. 

Nonetheless, not all PPC reviews needs to be handled the identical. 

• Totally different audiences require you to deal with totally different metrics, and who receives your report ought to dictate the kind of evaluation you place collectively. 
• Reporting additionally varies relying on the timeframe you overview, with the commonest cadences being weekly, month-to-month, quarterly and yearly. 

Every report has key similarities and variations, so let’s dive in. 

Efficient evaluation overview

First, a fast refresher on tips on how to successfully analyze PPC efficiency:

• Notice any shifts in key metrics, particularly spend and conversions. 
• Clarify what these shifts imply in the actual world. 
• Name out the potential causes behind any tendencies. 

The result’s a transparent overview of what’s taking place within the account, why it’s taking place, and what you probably did to affect that (or how you propose to deal with it if motion is required).

• Instance: “Conversion fee elevated 10%, which signifies that our touchdown web page resonates higher with our viewers after updating the content material two weeks in the past.” 

This common strategy is related for any report, no matter viewers or cadence.

Dig deeper: PPC administration guidelines: Every day, weekly and month-to-month evaluations

Weekly reviews

A weekly cadence is often the shortest period individuals are requested to report on. The viewers for these reviews is perhaps your common level of contact or a direct supervisor in order that the evaluation might be extra in-depth. 

For accounts with a excessive quantity of knowledge (which can additionally coincide with larger budgets), it’s pretty widespread to see tendencies seem week over week. 

• Name these out, any causes for the shifts, and any motion objects that is perhaps wanted. 
• You may also present a fast month-over-month comparability to take a look at the broader image.

For accounts with decrease budgets or much less information out there (like in case you goal a distinct segment business), week-over-week shifts won’t be as prevalent. 

• Strive to not overreact to minor shifts on this state of affairs, as information could possibly be skewed by the quick time-frame you’re taking a look at.
  • Instance: 2 conversions final week vs. 3 conversions the week prior is a 33% lower, however the total quantity is comparable. A 33% lower for an account averaging 100 conversions per week could possibly be way more alarming although.
• As an alternative, I like to recommend taking a look at a month-to-date comparability to the earlier month to offer you a greater concept of how efficiency is trending over time (e.g., 10/1–10/12 vs. 9/1–9/12).
  • You can additionally evaluate to the earlier interval if it’s longer than every week (e.g., 10/1–10/12 vs. 9/19–9/30). 

The largest differentiator for weekly reviews is you can dig deeper into the account. Hone in on particular key phrases and audiences which are seeing a shift. Notice any current modifications you made or duties you’re actively engaged on to enhance short-term efficiency. 

• In different phrases, get a bit of extra into the nitty gritty. Because you’re in all probability delivering this to somebody you’re employed with usually, they don’t essentially have to be reminded of the longer-term objectives each week (although that ought to nonetheless be stored in thoughts). 

These similar rules apply in case you do biweekly or mid-month reporting as an alternative of weekly reviews, and the ultimate product might look one thing like this:

Month-to-month reviews

Month-to-month reviews needs to be a staple for any digital marketer. Your viewers is probably going the identical as weekly reviews, however they may be despatched to different stakeholders you don’t work with continuously.

Begin by evaluating efficiency to the earlier month and supply insights based mostly on that month-over-month information. You don’t have to go as in-depth as a weekly report, although – broaden your focus to what had probably the most influence.

• Instance: As an alternative of highlighting particular key phrases/audiences, name out the advert group or marketing campaign. 
• There could also be instances when you have to present extra element, significantly if efficiency worsens, however usually, this will function a superb framework. 

When you’ve carried out a month-over-month comparability, evaluate your efficiency to the earlier 12 months. Are you beating final 12 months’s benchmarks? If not, why? It is a nice option to maintain your self accountable and determine alternatives for the long run. 

• 12 months-over-year evaluation can be pretty transient. You continue to need to give perception into modifications which are impacting efficiency, however a fast abstract ought to suffice. 

The important thing with month-to-month reviews is to research efficiency with medium- and long-term objectives in thoughts. Folks receiving the report don’t essentially have to know the superb particulars – simply the important thing factors. 

• Instance: Noting that you just up to date advert copy and CTR elevated total as an alternative of itemizing every particular person headline change. 

The ultimate product might look one thing like this:

Quarterly reviews

One other widespread reporting time is firstly of every quarter. Much like the distinction between weekly and month-to-month reviews, these analyses ought to have a longer-term perspective. 

Nonetheless, quarterly reviews are additionally extra more likely to be seen by higher-ups, like VPs, Administrators, and C-level executives. It’s vital to strategy these like an government abstract due to this. 

In your evaluation, focus extra on the account’s long-term technique, profitability, and so on. Executives seemingly aren’t as apprehensive about effectivity and engagement metrics (like click-through fee and common value per click on) until these had been outlined as core KPIs or had a serious contribution to total account progress. 

That is very true for any charts, graphs, or different visualizations you embrace within the report.

The comparability interval must also be the earlier quarter and the earlier 12 months.

• Instance: If you happen to’re doing a quarterly report for This autumn 2023, evaluate that to each Q3 2023 and This autumn 2022.

The ultimate product might look one thing like this: 

Annual reviews

Lastly, annual reviews can be utilized to summarize main initiatives all year long. The individuals you ship this to will seemingly be just like your quarterly reviews, so the strategy must also be related. 

The principle emphasis needs to be whether or not or not firm/department-wide objectives had been achieved. 

• Examine efficiency to the earlier 12 months and word any main wins or areas for enchancment. 
• Define your highest influence initiatives from the previous 12 months, what went nicely, and what you’ll have carried out in another way. 

This provides you a roadmap for the approaching 12 months whereas additionally highlighting success, and the ultimate product might look one thing like this: 

Tailoring your PPC evaluation: Insights for each reporting cycle

Efficient PPC reporting is a matter of timing and viewers. Tailoring your evaluation to the correct timeframe is important.

The largest distinction between weekly, month-to-month, and quarterly reviews is the quantity of element you need to go into. 

• Weekly reviews are probably the most in-depth, specializing in particular short-term updates.
• Month-to-month reviews are essential to understanding medium- and long-term efficiency, with barely much less element wanted than weekly reviews. 
• Quarterly reviews take a higher-level have a look at key tendencies unfolding all year long.
• Annual reviews summarize main initiatives, with the principle emphasis being on firm/department-wide objectives for the 12 months. 

Readability, relevance, and actionable insights are key to PPC reporting success. Join information to real-world implications, communicate your viewers’s language, and refine your reporting expertise to make a distinction in your paid media efforts.

Dig deeper: Easy methods to enhance PPC marketing campaign efficiency: A guidelines