Essential Reports for a Successful PPC Campaign Strategy

The world of pay-per-click (PPC) advertising is a complex and challenging beast. With so much to consider, it’s rarely dull. One thing for sure is that you need a PPC campaign strategy to generate real results.

 

 

In this two-part series, we’ll give you an overview of the must-have reports that can help you measure and improve performance, and ultimately, help you devise a winning PPC campaign strategy.

1. Account Audit Report

PPC campaign managers must know what is working, and what’s not. With an analytics-driven audit, you can evaluate performance to discover new opportunities, identify flaws, and validate assumptions. Our Account Audit Report gives you insights on over 60+ key factors, including:

• Wasted Spend
• Quality Score
• Impression Share
• Ad Copy Review
• Mobile Strategy
• Dayparting
• Clickthrough Rate (CTR)
• Keyword Efficiency
• Landing Page Optimization
• Geo-Targeting

Benefits of this Report

The Account Audit Report allows you to assess performance across multiple campaigns, and you a target by demographics, location, device, and Ad scheduling.

You can use tools like the Accounts Diagnosis to identify areas that can be optimized, and Budget Performance to see how well you are managing your money over different periods.

Check out this post to learn how to get more from Google Ads with an audit.

2. Wasted Spend Report

In Google Ads, wasted spend is inevitable. How much you accrue depends on your PPC campaign strategy. With the Wasted Spend Report from PPCexpo, you can study fundamental factors that impact wasted spend, such as:

• Poor keyword choices
• Irrelevant Clicks
• Under-optimized ads
• Relevancy

 

 

Run this report and evaluate your Google Ads account

Benefits of this Report

This report won’t just tell you how much money is going to waste – it helps you identify the problem areas where you are losing money. For example, a particular device or keyword match type may be generating a negative return on investment (ROI).

This report also provides a wasted quality score, which acts as a guide to help you make the necessary adjustments to improve your quality score in the future.

With more information on how you are using your budget, you can optimize it to minimize wasted spend, and, in turn, maximize ROI.

Struggling to cut your losses? Check out our post to learn how to reduce your wasted spend.

3. Budget Utilization Report

In any PPC campaign example, the budget is a top priority. It’s vital to keep tabs on areas that are over-consuming or under-consuming.

With the PPCexpo Budget Utilization Report, you can monitor your budget in several ways, like:

• Device bidding
• Keyword Bidding
• Campaign budgeting

 

Run this report and evaluate your Google Ads account.

Benefits of this Report

By monitoring your budget, you can review various segments like keywords, match types, devices, days of the week, etc. This enables you to pinpoint areas that are costing too much.

At the Ad group level, you can assess Campaign Budget Consumption Vs. Planned Budget Consumption to understand more about your spending across multiple Ad Groups.

4. What’s Changed Report?

Every successful PPC campaign strategy considers the past. With the What’s Changed Report, advertisers can use automated analytics to compare two periods and draw valuable insights about changes and ongoing data trends.

These insights help you make smarter decisions in regards to your advertising efforts. The report offers insights on many key metrics, including;

• Impression Share
• Exact Match IS.
• Quality Score
• Impression Lost Due To Rank
• Impression Lost Due To Budget
• Average Position
• Clickthrough Rate
• Average Cost per Click
• % New Sessions
• Average Session Duration
• Average Page Views
• Bounce Rate
• Conversions Rate
• Cost per Conversion
• Conversion Value
• Wastage Spend
• ROAS

 

Run this report and evaluate your Google Ads account

Benefits of this Report

You can use this report to identify key performance indicators (KPIs), and to drill-down into campaign data so you can learn more about how performance is progressing from one phase of the PPC life cycle to the next.

By covering so many critical factors in your campaign, this report gives you a birds-eye view of everything that truly matters.

5. Device Performance Report

In the modern era, knowing which devices to target is crucial for your PPC campaign strategy. The PPCexpo Device Performance Report offers a detailed view of the PPC status of every device.

Benefits of this Report

You can get quick insights by looking at the summarized notes for each device.

Every stage is then broken down further, exploring aspects like:

• Impression break
• Exact Match Impression Share
• Quality Score
• Average Position
• Conversion or performance funnel
• Wasted Spend
• Conversions
• ROAS on different device types

 

Run this report and evaluate your Google Ads account

6. GEO Performance Report

When you’re running a PPC campaign for a business that wants to target specific locations, it’s imperative that you track performance metrics for the right areas.

The Geo Performance Report helps you assess and identify key locations by assessing important metrics, such as:

• Impressions
• Clicks
• Cost
• Average CPC
• Conversion Spend

 

Run this report and evaluate your Google Ads account

Benefits of this Report

The analysis of how your ads perform on different Days of the Week and Times of the Day helps you schedule your ads for maximum impact.

Also, this report includes a Pareto Analysis so you can focus on high-return areas that generate around 80% of your impressions or clicks.

Lastly, the Change Projection Analysis evaluates metrics in each area to help guide your PPC campaign strategy for a better ROI.

And that’s Not All for Your PPC Campaign Strategy

So, that’s the first installment of this rundown of great reporting tools from PPCexpo. We have several more fantastic reports that can help you improve your PPC campaign strategy in a myriad of ways.

Don’t wait, keep reading to find the knowledge that transforms your PPC advertising fortunes.

We’ll give you more insights into the powerful reporting tools you can use to improve your fortunes in pay-per-click (PPC) advertising.

Here are five more gems from the PPCexpo Reports Library.

7. Campaign Targeting Report

Quite often, people will get frustrated with their PPC campaign strategy as it seems to get them nowhere at all, regardless of how much time or money they throw at it. If you’ve found yourself in this situation, it’s probably because your targeting is off, which means you need to assess different targeting factors, such as:

• Location
• Time
• Market Segment

 

 

The Campaign Targeting Report can help you sort these issues out.

Run this report and evaluate your Google Ads account.

Benefits of this Report

You can use this reporting tool to evaluate the frequency of changes in your campaign targeting and devise a solid strategy from the outset so that you don’t waste money with poor targeting.

This report also allows you to adjust targeting options based on ad performance.

8. Cost Analysis Report

In PPC advertising, the cost is a huge factor. In fact, it is the be-all and end-all. Generating a ton of conversions is excellent, but not if they cost you a fortune. Every PPC campaign strategy must account for keeping costs to a minimum so that you can achieve your goals and maintain your budget.

 

Run this report and evaluate your Google Ads account.

Benefits of this Report

The PPCexpo Cost Analysis Report helps advertisers measure the costs of various aspects of their campaign so that they can determine what is eating up their budget. The report considers key segments, including:

• Ad Groups
• Keywords
• Device
• Match Types

Furthermore, this report also helps you assess the impact of a low-quality score on your spending. If you have a lower quality score, jostling for the top positions against large companies (with larger budgets) will ultimately be a futile and expensive exercise.

9. Essential Summary Report

Optimization is crucial. By getting in the habit of regularly reviewing your PPC campaign strategy, you can make adjustments and implement more automation to develop a sustainable, fruitful approach to paid advertising.

This all boils down to knowing the vital metrics, and how to track them. The Essential Summary Report provides comprehensive analytics for these metrics, enabling you to assess the following at the campaign and account levels:

• Impressions
• Clicks
• Cost
• Average CPC (Cost-per-Click)
• Conversion Ratio
• ROAS (Return on Advertising Spend)

The report goes into further detail by breaking down each of the metrics above so that you can gauge performance according to:

• Day of Week (DoW)
• Hour of Day (HoD)
• Quality Score

 

Run this report and evaluate your Google Ads account.

Benefits of this Report

This report is designed in a way that offers accessible insights at a glance. You don’t need to be well-versed in data analytics to use this tool.

With the summarized analysis of the key contributors in your Ads Account, you can use the user-friendly data visualizations and charts to get a clear understanding of how your campaign is performing.

This report offers an advanced comparative analysis of the current period and previous period, which makes it easy to identify change patterns and emerging trends.

10. Top Movers Report

Have you been asking yourself any of the following questions:

• What drives changes in my key PPC metrics?
• What campaigns, ad groups, or keywords had the most significant moves in my PPC campaign?
• What was the result of the changes I made?
• Did any of my recent changes break something?

If so, then the Top Movers Report is for you.

This report is all about detecting changes – both positive and negative. You can use this tool to compare two periods, either by week, month, or quarter. It works on every level of your Ads account, allowing you to assess changes in performance metrics, including:

• Impression
• Cost
• Conversion Spend
• Wasted Spend
• Clicks
• Conversions
• Conversion Value
• Opportunity

 

Run this report and evaluate your Google Ads description.

Benefits of this Report

The ability to compare two separate periods gives you a holistic view to determine what is working in your PPC campaign strategy – and what is not.

You’ll find all the vital metrics for a full health analysis of your PPC campaign in this report, which means you don’t need to worry about anything else.

If you want to know more about assessing big moves in your campaign, read our blog to discover Why You Should Be Measuring Significant Movers in PPC Advertising.

11. Most Significant Keyword Report

Keywords are the building blocks of every PPC campaign strategy. As such, you must pay close attention to your keyword performance.

With the Most Significant Keyword Report, you can analyze performance, discover issues that are holding you back, and find new opportunities to improve your ROI.

Run this report and evaluate your Google Ads account.

Benefits of this Report

Like other reports, this tool offers insights across the previous period and the current period so you can identify and understand significant changes in keyword metrics like Impressions, Clicks, Cost, Conversion, Conversion Value, and Wasted Spend.

You can optimize your bids by focusing on the keywords that contribute the most to your PPC campaign. The historical performance data is beneficial when it comes to increasing or decreasing bids on keywords.

You can identify performance trends for particular keywords, which helps guide your decision-making in regards to refining your keyword list to include more valuable search terms that have a higher engagement ratio.

Keywords impact your campaign on multiple levels, so being able to measure progress with this report gives you defined ways of fixing any problems.

Everything You Need for a Better PPC Campaign Strategy

So, now you have a solid overview of our top 11 recommendations from the PPCexpo Reports Library. There’s much more in there, and all of our solutions are powered by interactive PDF (iPDF) technology, which offers an engaging visual experience.

Better yet, these iPDF reports provide more in-depth drill-down features that make data analysis more accessible and more enjoyable, so you can get everything you need to enhance your PPC campaign strategy.