PPC reports are a critical part of your PPC campaign. They give you insightful information about your campaign, thus helping you make strategic decisions about your overall business marketing strategy.
However, having access to your marketing data may not help much if you don’t track the right metrics. The good news is that investing in good PPC reporting software can help you measure the right metrics and share that with your team automatically.
How to automatically create shareable reports using PPC reporting software
A PPC report acts more like a report card and helps see how well or bad your campaign is doing, giving you or your team ideas on areas that need improvement. Unfortunately, compiling a PPC report can be time-consuming, repetitive, and mundane, especially if you handle data sources manually.
For that reason, many businesses turn to different types of PPC reporting software to help them automate tracking and sharing PPC data with their teams. If you are wondering what type of PPC reporting software will help you promote sales enablement or make you better at marketing, this article on PPC reporting software will help you decide.
Critical metrics to track in a PPC campaign
Click-through rate (CTR)
The most critical indicator of your PPC campaign is its clicks. People will only click on an ad if they consider it relevant or valuable.
However, clicks alone may not be sufficient to give you a complete insight into your PPC campaign’s performance, thus the need for calculating the CTR. CTR, or click-through rate, is calculated as the percentage of clicks to the number of people who view the ad (impressions). The CTR can help your marketing manager decide whether to pause a campaign or boost its bid.
The quality score
The quality score is a metric created by Google to help tell the relevance and the quality of your ad content. Google uses other metrics such as CTR and performance variables such as landing page and your keyword relevance to the ad to calculate the quality score. Your quality score is critical since it impacts the cost of running your ads and determines the position of your ad.
Impression share is the measure of all potential impressions your ads are getting. For example, if 100 searches were done for your keywords and your ads show 70 times in the searches, you would have a 70% impression share with 30% going to your competitor.
A poor impression share can be due to your budget or due to ad rank. That means you can always improve this by increasing your budget or your quality score.
Attracting visitors to your site is half the job; the other half is converting the visitors into paying customers.
The conversion rate acts as an indicator of a campaign’s success or lack thereof. It is usually calculated by dividing the number of conversions by the total clicks. Higher conversion rates translate to a more successful PPC campaign.
Cost per action/conversion (CPA)
Cost per conversion refers to the price you pay for each paying customer you get from running your campaign. It is relatively easy to measure your business’s cost per action.
Usually, calculating CPA is done by taking the total cost of your conversions and dividing it by the number of conversions. For instance, if you spent $1000 to acquire five customers, your CPA will be $50. Knowing the value of your CPA can help you determine if you are running a profitable PPC campaign or not.
The metrics mentioned in the list above are among the most important in a PPC campaign. Although this list is by no means comprehensive, it can offer a good starting point to ensure that you get the most out of your digital marketing strategy.