One of the key ways to build a rewarding marketing career is having good communication skills. While for PPC managers, it involves sharing engaging reports. If you run a PPC campaign and you need to share daily, weekly or monthly reports with your clients, then it is important to create proper and insightful reports. However, if you are a beginner or making custom PPC reports for a long time, there are certain reporting mistakes you should avoid.
Sending Report Too Early:
The reports you share with your clients should reflect your expertise at managing PPC campaigns. But when you share your reports too early, it may undervalue your efforts and experience. By sending the data soon, you can also miss out on a lot of the values that are important to boost your PPC efforts. There is one technical reason too behind why reporting too early is a mistake. As you know that your AdWords data in the system is updated piecemeal including click data and cost data, that appear in the near-real-time, while the conversion data and sales data takes a long time to appear if you are sending it in another system like Google analytics.
If your report contains KPIs, then it is a smart decision to trade off quickness and wait a little longer to get more conversions. It is advised not to share the previous month's data in the PPC report until you have the data of four months.
Improper Segmentation of Reports:
It can be confusing to figure out the fine line between sharing too little and too much detail but to become a great marketer, you should focus on making actionable reports that are useful for management. For that, you need to make a proper segmentation of reports. The common segments you can include in your PPC reports include networks, devices, brand vs non-brand, an hour of the week, and audiences.
Too much Data:
Most people are not able to figure out the right data to make the best decisions. Some PPC managers make mistakes like adding too much data in Ad words along with w a lot of tables and information about every page and entity. PPC experts are hired for managing PPC campaigns smoothly. It is important to create detailed reports but adding too much information can be time-consuming. You don't need to share a lot of detail in the PPC report with a client. It can be a great time-saver for your PPC team.
Well, if you want to automate your PPC reporting task, then you use any free PPC reporting tool. Datslayer is the most reliable PPC reporting tool you can use to create proper PPC reports and to update them into the Google sheets. With drag and drop functionality & other custom features, you can streamline the process of PPC reporting while avoiding the above mistakes.