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How you provide performance reports or insights can impact the rest of your project. If a client or boss doesn’t understand your analysis of what’s happening in their PPC accounts, that can lead to more questions and stress for all parties – even if you’re doing great work. The three steps outlined below will give you a solid foundation for PPC reporting that keeps everyone on the same page, establishes trust and makes your job easier in the long run. Step 1: Highlight metrics and trends Common metrics and trends to focus on The first step is easy. Simply review the account’s performance metrics, add a comparison date range and note any significant trends. What someone thinks is “significant” may vary depending on who the report is delivered to.