Learn how to method weekly, month-to-month, quarterly and annual PPC reporting

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Paid media professionals aren’t any strangers to reporting. 

Nonetheless, not all PPC stories must be handled the identical. 

  • Completely different audiences require you to concentrate on totally different metrics, and who receives your report ought to dictate the kind of evaluation you set collectively. 
  • Reporting additionally varies relying on the time-frame you assessment, 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 successfully analyze PPC efficiency:

  • Be aware 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 traits. 

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 price 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 basic method is related for any report, no matter viewers or cadence.

Dig deeper: PPC administration guidelines: Day by day, weekly and month-to-month opinions

Weekly stories

A weekly cadence is normally the shortest length persons are requested to report on. The viewers for these stories could be 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 increased budgets), it’s pretty widespread to see traits seem week over week. 

  • Name these out, any causes for the shifts, and any motion gadgets that could be 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 knowledge accessible (like should you goal a distinct segment trade), week-over-week shifts may not be as prevalent. 

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

The largest differentiator for weekly stories is you can dig deeper into the account. Hone in on particular key phrases and audiences which might be seeing a shift. Be aware any latest adjustments you made or duties you’re actively engaged on to enhance short-term efficiency. 

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

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

Example of weekly report for high-volume account
Instance of weekly report for high-volume account
Example of a weekly report for an account with limited data
Instance of a weekly report for an account with restricted knowledge

Month-to-month stories

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

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

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

When you’ve completed a month-over-month comparability, examine your efficiency to the earlier yr. Are you beating final yr’s benchmarks? If not, why? This can be a nice strategy to maintain your self accountable and establish alternatives for the longer term. 

  • Yr-over-year evaluation may also be pretty temporary. You continue to need to give perception into adjustments which might be impacting efficiency, however a fast abstract ought to suffice. 

The important thing with month-to-month stories is to investigate efficiency with medium- and long-term targets in thoughts. Folks receiving the report don’t essentially must know the high-quality particulars – simply the important thing factors. 

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

The ultimate product might look one thing like this:

Example of September monthly report
Instance of September month-to-month report

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Quarterly stories

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

Nonetheless, quarterly stories are additionally extra prone to be considered by higher-ups, like VPs, Administrators, and C-level executives. It’s essential to method these like an government abstract due to this. 

In your evaluation, focus extra on the account’s long-term technique, profitability, and so forth. Executives seemingly aren’t as anxious about effectivity and engagement metrics (like click-through price and common value per click on) except these have been outlined as core KPIs or had a significant contribution to general account progress. 

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

The comparability interval also needs to be the earlier quarter and the earlier yr.

  • Instance: In the event you’re doing a quarterly report for This autumn 2023, examine that to each Q3 2023 and This autumn 2022.

The ultimate product might look one thing like this: 

Example of Q3 report
Instance of Q3 report

Annual stories

Lastly, annual stories can be utilized to summarize main initiatives all year long. The individuals you ship this to will seemingly be just like your quarterly stories, so the method also needs to be comparable. 

The principle emphasis must be whether or not or not firm/department-wide targets have been achieved. 

  • Evaluate efficiency to the earlier yr and be aware any main wins or areas for enchancment. 
  • Define your highest affect initiatives from the previous 12 months, what went properly, and what you’d have completed otherwise. 

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

Example of 2022 report
Instance of 2022 report

Tailoring your PPC evaluation: Insights for each reporting cycle

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

The largest distinction between weekly, month-to-month, and quarterly stories is the quantity of element it is best to go into. 

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

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

Dig deeper: Learn how to enhance PPC marketing campaign efficiency: A guidelines

Opinions expressed on this article are these of the visitor creator and never essentially Search Engine Land. Employees authors are listed right here.

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