The right way to strategy weekly, month-to-month, quarterly and annual PPC reporting

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Paid media professionals are not any strangers to reporting. 

Nonetheless, not all PPC stories ought to be handled the identical. 

  • Completely different audiences require you to deal with 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 overview, with the most typical 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:

  • Word 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 occurring within the account, why it’s occurring, 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 strategy is related for any report, no matter viewers or cadence.

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

Weekly stories

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

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

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

For accounts with decrease budgets or much less information accessible (like when 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 information could possibly be skewed by the quick timeframe you’re .
    • Instance: 2 conversions final week vs. 3 conversions the week prior is a 33% lower, however the total quantity is analogous. A 33% lower for an account averaging 100 conversions per week could possibly be rather 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 could possibly additionally examine 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 stories is which you could dig deeper into the account. Hone in on particular key phrases and audiences which might be seeing a shift. Word any latest adjustments you made or duties you’re actively engaged on to enhance short-term efficiency. 

  • In different phrases, get slightly extra into the nitty gritty. Because you’re most likely 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 identical ideas apply when 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 accountExample 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 dataExample of a weekly report for an account with limited data
Instance of a weekly report for an account with restricted information

Month-to-month stories

Month-to-month stories ought to 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 often.

Begin by evaluating efficiency to the earlier month and supply insights primarily based 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 it is advisable present extra element, notably if efficiency worsens, however usually, this could 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 determine alternatives for the long run. 

  • Yr-over-year evaluation may also be pretty transient. You continue to wish 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 research efficiency with medium- and long-term objectives in thoughts. Individuals receiving the report don’t essentially have to know the superb particulars – simply the important thing factors. 

  • Instance: Noting that you simply 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:

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

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Quarterly stories

One other frequent reporting time is at the beginning of every quarter. Just 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 necessary to strategy these like an govt abstract due to this. 

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

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

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

  • Instance: Should you’re doing a quarterly report for This fall 2023, examine that to each Q3 2023 and This fall 2022.

The ultimate product might look one thing like this: 

Example of Q3 reportExample 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 possible be much like your quarterly stories, so the strategy also needs to be related. 

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

  • Examine efficiency to the earlier yr and notice any main wins or areas for enchancment. 
  • Define your highest influence initiatives from the previous 12 months, what went nicely, and what you’d have completed otherwise. 

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

Example of 2022 reportExample 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 proper timeframe is important.

The largest distinction between weekly, month-to-month, and quarterly stories is the quantity of element you must 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 take a look at key tendencies unfolding all year long.
  • Annual stories summarize main initiatives, with the primary emphasis being on firm/department-wide objectives for the yr. 

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

Dig deeper: The right way to enhance PPC marketing campaign efficiency: A guidelines

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