Over the past six months or so, I’ve been conducting an informal
survey before all of my PPC webinars. I ask attendees to tell me how
much time they spend doing PPC every week, as well as which task is the biggest time sink in PPC management.
For the first question, answers vary from less than an hour up to 40
hours a week. For the second, they’re a bit more consistent. I averaged
the answers from the past several webinars and found that PPC managers
find keyword research to be the single biggest time sink in PPC (wow,
you guys really spend a lot of time on keyword research). This was
followed closely by reporting and analysis:
Why do advertisers spend so much time on PPC reporting? Because the available PPC reporting tools are often too complex. You go into AdWords or Analytics to check on a metric and end up falling into a rabbit hole. Two hours later you can’t remember why you logged on in the first place. And the reports you deliver to your manager – or, if you’re an agency, to your clients – are dense, bland, and incomprehensible to anyone who doesn’t live and breathe Excel.
WordStream has always made tools that aim to make keyword research faster, easier, and more effective. Now we’re tackling the second biggest time sink in PPC with our new PPC Success Report. Our new reporting tool creates intuitive visualizations of your PPC results so you can:
The PPC Success Report contains three sections, which I’ll talk about in more detail below.
The Search Performance Funnel is a visual representation of key stats including:
This section includes some charts and graphs that show you how your impression-weighted Quality Score, click-through rate, average CPC, total cost, and cost per acquisition are trending month over month.
We’ve selected these key metrics to highlight to help you avoid analysis paralysis – too many PPC managers get bogged down in overly complicated AdWords reports and miss the big picture. The PPC Success Report quickly shows you the most important PPC metrics that provide the clearest view of how your account is performing. Used in conjunction with the 20-Minute PPC Work Week, you’ll be able to visualize your progress, then take fast action where your account needs it most, all in about half an hour.
The Keywords subsection includes a word cloud so you can instantly see which keywords are driving the most clicks and impressions.
You can also see total conversions, CTR, CPA and total cost for your top 5 keyword performers.
The final subsection shows you your top performing text ad and provides some quick analysis on how you can improve keyword and ad performance.
Why do advertisers spend so much time on PPC reporting? Because the available PPC reporting tools are often too complex. You go into AdWords or Analytics to check on a metric and end up falling into a rabbit hole. Two hours later you can’t remember why you logged on in the first place. And the reports you deliver to your manager – or, if you’re an agency, to your clients – are dense, bland, and incomprehensible to anyone who doesn’t live and breathe Excel.
WordStream has always made tools that aim to make keyword research faster, easier, and more effective. Now we’re tackling the second biggest time sink in PPC with our new PPC Success Report. Our new reporting tool creates intuitive visualizations of your PPC results so you can:
- Save time on reporting and analysis.
- Better understand your PPC results.
- Communicate PPC success to your team and your clients.
Where to Find the PPC Success Report
Customers can access the PPC Success Report by clicking on the "Success Report" tab at the top of your PPC Advisor screen. This instantly generates a beautiful, easy-to-read report full of insight into your account performance.The PPC Success Report contains three sections, which I’ll talk about in more detail below.
Search Performance Funnel – The Big Picture on ROI
The first section in the PPC Success Report is the Search Performance Funnel.
The Search Performance Funnel is a visual representation of key stats including:
- Budget Spent
- CTR
- Conversion Rate
- CPA
Account Health and Trends – Track Progress on Key Metrics
Next is the Account Health and Trends section:
This section includes some charts and graphs that show you how your impression-weighted Quality Score, click-through rate, average CPC, total cost, and cost per acquisition are trending month over month.
We’ve selected these key metrics to highlight to help you avoid analysis paralysis – too many PPC managers get bogged down in overly complicated AdWords reports and miss the big picture. The PPC Success Report quickly shows you the most important PPC metrics that provide the clearest view of how your account is performing. Used in conjunction with the 20-Minute PPC Work Week, you’ll be able to visualize your progress, then take fast action where your account needs it most, all in about half an hour.
Top Performers – What’s Working Now
The final section is Top Performers, where you can see your best-performing keywords and text ads.
The Keywords subsection includes a word cloud so you can instantly see which keywords are driving the most clicks and impressions.
You can also see total conversions, CTR, CPA and total cost for your top 5 keyword performers.
The final subsection shows you your top performing text ad and provides some quick analysis on how you can improve keyword and ad performance.
Faster, Easier, More Beautiful PPC Reporting
WordStream’s new reports make PPC management and analysis even easier for small and medium business advertisers and agencies. Let’s review the benefits:
- Generate beautiful reports with one click – WordStream aggregates all of your account data and constructs a visually stimulating, infographic-quality report that is easy to read and beautiful to behold. No more boring reports filled with Excel charts and tables!
- Gain fast insight into your account performance – The software reviews the most important aspects of your account and presents that data in an intuitive format so that you can easily understand how your PPC account is performing, and easily communicate that performance to other stakeholders.
- Quickly identify areas of success and failure – You’ll instantly see where you are succeeding or failing in your account and get actionable advice to ensure future success.
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