Report Theory (3)

Report Theory: The Right Level of Data at the Right Time

Know your data, know your PPC campaigns!

Today we’re sharing how we’re using data display to improve our internal processes and the PPC game for our clients.

Data display VS. the act of reporting

Report – reporting, potayto – potahto… you’ll say.

Actually what we’re going to show you is not a reporting theory. It is simply the way we display data reports for a better understanding of the PPC campaigns that we’re managing.  

Setting Up Principles and Goals for Your Reports

No doubt, knowledge is power and this applies to paid traffic too. Getting to know your PPC campaigns like the back of your hand is easier if you apply these two principles:

Principle 1: Reports should be 100% automated.

Principle 2: They should be able to answer 80% of your questions without having to log in anywhere else.

Different Reports for Different Purposes

You own a business, and your marketing department has three managers and ten PPC’rs.

Is everybody looking at the same performance metrics every day? Of course not. Because a report for a business owner versus a marketing manager versus an AdWords account manager is always going to be really different. Adapt the content of your reports to the person that report is for.  

Our “Dig Deeper” Report Rhythm:
One Google Sheet, Dozens of Sub-sheets

With multiple channels, funnels, and metrics to watch, having an overview of your advertising performance plus a granular view per device, keywords or audience, the process doesn’t seem like a walk in the park.

Our “dig deeper” approach – create one Google Sheet with dozens of sub-sheets.

This way, you can keep track of the top level performance where you have an instant health check of your accounts, and dig deeper into your marketing funnel, by having access to the MOFU, BOFU, and TOFU campaigns’ performance.            

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Our “Dig Deeper” Report Rhythm

Immediate Diagnosis of your PPC performance

Google Sheets are a marketer’s best friend. I’d go even further. Actually, conditional formatting and IF formulas are.

Color coding, ranking by performance, by relevance score or by ROAS target – they can give you an immediate action plan on how to optimize your PPC campaigns.

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Color coding for faster decisions in optimization

You can even set up “don’t make me think” formulas that tell you what to do next.     

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Ad diagnosis - to pause or not to pause

Data Should Answer Questions & Inform Actions

And that can be done in the blink of an eye. If you know your data, you know your business.

That being said, watch this week’s video for more data display goodies: