What is a PPC Report & What a Good One Should Have

PPC reporting is the core of digital marketing. PPC reports serve a critical role to learn & iterate marketing ROI.

A good PPC report has different metrics and qualities. This article will cover all PPC reporting related questions.

What Does PPC Mean?

PPC is the short version of “pay-per-click.” Advertisers pay a small fee to the platform each time someone clicks on their paid advertisements.

When the ad is working right, this fee is much less than what the visitor pays to the business. For example, if we pay $10 for each click, but the click results in a $1000 sale, then we make great profit.

PPC is an awesome metric that marketers should optimize for as it’s the cornerstone of ad profitability.

A lot goes into a profitable PPC campaign. Most of the time, marketers should work really hard on winning creatives, targeting, keywords, and separate landing pages for each paid ad they launch.

When marketers launch campaigns that are relevant to the users, ad platforms start getting a smaller fee too.

What Is a PPC Report?

PPC report is an evaluation of key advertisement metrics. It’s a report that shows the marketing team how effective their ads have been & how profitable are they.

PPC reports are a part of marketing attribution reports as they report which campaigns are working & their ROI.

A good PPC report should have 9 metrics that will help the marketing team iterate & improve their ROI.

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PPC Metrics

  1. Total Clicks: The number of times a paid ad is clicked
  2. Cost per Click: The average amount spent per click
  3. Click Through Rate (CTR): How often your ad is clicked on after being seen
  4. Quality Score: Google’s measurement of the quality and relevance of your ads, keywords, and landing pages.
  5. Impression Share: How often your ads are displayed for a keyword.
  6. Conversion rate: How frequently a click results in a sale
  7. Cost per Conversion: How much it costs to drive each paid conversion
  8. Total Conversion Value: How much on average an entire conversion is worth
  9. Return on Ad Spend (ROAS): How much you make per dollar spent on advertising.
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How to analyze each metric

Clicks

This is a tricky metrics as almost always the number you see on your ad manager is more than the number you see on your web analytics tool.

It’s because some people click on your ad by mistake and leave before your website loads. So you should analyze this metric with a grain of salt.

Although it might be a tricky metric, it still gives you an idea about your ad’s performance- especially its creative.

If the number of clicks is too low, then you can understand that the creative is not a thumb-stopping one.

Cost per Click

A good cost per click depends on your annual contract value because if its high, then your cost per click can be higher than others too. Your ads will still be profitable in the long-term.

A good cost per click rate also depends on your conversion rate. If your conversion rate is high, a high cost per click can be ignored.

Click through rate

Click through rate also gives you solid insight into your creative’s performance, but it also allows you to understand if you are bidding on the right keywords. In other words, whether you are showing your ad to the right people.

If you are not, they might see the ad and not click on it because they are not the right people. You can A/B test your creative, keywords, and target audience to reach a higher click through rate.

Quality Score

Quality score by Google is the most important metric that you should focus on as it analyses your ads and lets you know how good they are.

Impression Share

Impression share lets you know how often your ads are displayed for a keyword, and it’s really important for you to choose the right keywords for your ads.

Conversion Rate & Cost per Conversion

Conversion rate and cost per conversion are integral for digital marketing team to improve ROI. Conversion rate is the percentage of the visitors who converted into a customer. On the other hand, cost per conversion is the cost of a conversion.

Starting with these two metrics will give you a head start to optimize your marketing channels.

PPC Platforms

On top of different metrics that you can use for your reports, there are 10 different PPC platforms to choose from & report:

  1. Google AdWords
  2. Bidvertiser
  3. RevContent
  4. AdRoll
  5. Facebook Ads
  6. Bing Ads
  7. BuySellAds
  8. Advertise.com
  9. LinkedIn Ads
  10. Twitter Ads
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Qualities Of The Best PPC Reports

Of course, not all PPC reports created equal. There are some important qualities that differentiates a good PPC report from a bad one.

Goals and Business KPIs

A good PPC report should serve your business’s core KPI and goals.

If your goal for the next quarter is decreasing cost per click, you have to include metrics that allow you to do that.

Historical Data

A good PPC report must have historical data in order to compare between different timeframes and see what is changed.

If your analytics tool doesn’t have retroactive tracking feature, then it might be difficult to get historical data as you will only be able to get data from the time frame after you created your conversion goals.

Conversion Data

Conversion rate and cost per conversion must be on your PPC report as they are the core of PPC marketing & revenue attribution.

Without these two metrics, you won’t be able to really understand how much your business grew with marketing.

Compile Information From All Platforms Used

In order to create a PPC report that gives you the full picture of your strategy and results, you need to pull data from all platforms used.

This will allow you to measure attribution of different platforms, give you an idea to focus, and iterate on your strategy.

PPC Reporting Templates

Core Analysis Report:

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What’ Changed Report:

what's changed report template

Budget Utilization Report

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Device Targeting Report:

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All images are from PPCexpo.

TL;DR

  • PPC is the short version of pay-per-click
  • PPC reporting is an evaluation of how well a company’s paid ad campaigns doing
  • There are 9 PPC metrics and 10 different platforms
  • Conversion Rate & Cost per Conversion are the most important PPC metrics