Make Your PPC Reports Beautiful
Regardless of how ingenious your recommendations may be, clients cannot be impressed with a Pay Per Click Report that looks like it has been thrown together by a 12 year old, while he had a burrito in the microwave.
PPC Report Checklist
Following are some Report Formatting Guidelines to follow for every PPC Report you submit:
- Combine tables when possible. If an advertiser uses Yahoo and Adwords, then summarize results in two tables, otherwise use one.
- Don’t allow tables to violate margins.
- Round all percentages to one decimal.
- Show dollars and cents for per click statistics; round all other dollar amounts to nearest dollar.
- Never submit any type of table which has no totals.
- Foot the totals 2x. Check the averages for reasonableness.
- When Google Analytics and Adwords data are different, generally use Adwords; however, mention the difference in the MDA.
- Follow above rounding conventions in the MDA. Don’t cite figures in the MDA which contradict summary table.
- Begin each recommendation by mentioning to whom the recommendation relates (Ad Manager, Webmaster or Advertiser).
- Include our default note on the bottom of each report.
For an example report, see Sample PPC Report. Also see How to Write Better PPC Reports for some general comments on how Denver PPC writes better PPC reports.