I've not yet seen a PPC report system that gives marketing managers / CEOs a clear picture of their PPC ROI. Most of it is fairly data-intensive and hard to break down into actionable intelligence.
There's lot of stuff available but I believe it's hard for many business people to look at something and quickly decide whether they want to adjust spend or not.
Much of the following info is avail on Adwords for sure but we'd like to be able to show clients the following info online through use of the API (which we're already using)
Some things we're planning to include are:
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Clicks by Campaign, Day, Date, Month
Impressions by Campaign, Day, Date, Month
Costs by Campaign, Day, Date, Month
No. of web sales by Campaign
No. of phone calls (by Campaign & tracked via 1-800 numbers served only to Adwords traffic)
Graph of phone calls Vs Time of Day, Date, Month
Graph of web sales Vs Time of Day, Date, Month
$ Revenue from web sales (as stated by client)
$ Revenue from phone sales (as stated by client)
Above With KWs in Avg Pos 3 between X date & Y date - landing on home page
Above With KWs in Avg Pos 2 between X date & Y date - landing on home page
Above With KWs in Avg Pos 1 between X date & Y date - landing on home page
Above With KWs in Avg Pos 3 between X date & Y date - landing on product page
Above With KWs in Avg Pos 2 between X date & Y date - landing on product page
Above With KWs in Avg Pos 1 between X date & Y date - landing on product page
(Also, comparison table showing sales Vs costs for above 6 conditions)
Best 20 converting KWs by web sales
Dearest 20 KWs overall
Dearest 50 KWs with no sales
(Above 3 by day, date, month)
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What else would a business/marketing person like to see from their PPC consultants?
First time posting here, but I've been in the industry since 2000. You can (and many programs do) literally put everything into one concise report. I think some folks are a little bit too concerned with positioning - give me the bottom line numbers and you can optimize pretty much any account.
For a particular date range and engine, give me:
Campaign (AdGroup, etc)
Impressions
Clicks
CTR (for those of us too lazy to make the simple computation)
Conversions
Total $ales (where applicable)
Conversion Metric (CPA, ROAS, etc)
This can obviously be further broken down, taking specific creatives into account, but that can get ugly in one report.
