SEO reporting is fine monthly but PPC is more reactive and instant so needs to be reported weekly.
Before reporting have a clear goal in mind so you can how successful a month you have had i.e. if the aim was to drive buzz then lots of clicks without conversions would be classed as a success but if the goal was purely sales then this would be a failure.
Report on:
- Time frame
- Campaign
- Clicks
- CTR
- Impressions
- CPC
- Cost
- Conversions revenue
- Cost per conversion
- Conversion
- ROI
- Average position
- Comparison between previous time frame
- Results in comparison to KPI’s
If you have enough time then also report down to keyword level so you judge which keywords to spend more/less on.
These numbers can be meaningless without some commentary to explain. I mean CTR may of gone up but this could be due seasonality, spend or competitor activity. Has the landing page changed?
Maybe something in the media drove traffic but not conversions
Report on changes from using different ad copy, Google experiments and new keyword targets.
Look at the stats the year previous so you can judge if the stats are normal.
Based on all the data is everything good/bad. How does it meet online marketing and overall business objectives?
Use visuals such as charts to plot Clicks, CTR and conversion rate so clear trends can be shown.
From the report make recommendations i.e. keywords to bid more/less on, campaigns to set up, landing pages to change, ad copy improvements etc.
