Reporting Is the #2 Biggest Time Sink for PPC Managers – Is There a Better Way?
Over the past six months or so, I’ve been conducting an informal survey before all of my online advertising webinars. I ask attendees to tell me how much time they spend doing online advertising every week, as well as which task is the biggest time sink in online advertising management. For the first question, answers vary from less than an hour up to 40 hours a week. For the second, they’re a bit more consistent. I averaged the answers from the past several webinars and found that online advertisers find keyword research to be the single biggest time sink (wow, you guys really spend a lot of time on keyword research). This was followed closely by reporting and analysis:
Why do advertisers spend so much time on online advertising reporting? Because the available online advertising reporting tools are often too complex. You go into AdWords or Analytics to check on a metric and end up falling into a rabbit hole. Two hours later you can’t remember why you logged on in the first place. And the reports you deliver to your manager – or, if you’re an agency, to your clients – are dense, bland, and incomprehensible to anyone who doesn’t live and breathe Excel.
WordStream has always made tools that aim to make keyword research faster, easier, and more effective. Now we’re tackling the second biggest time sink in online advertising with our newly improved Success Report. Our improved reporting tool creates intuitive visualizations of your online advertising results so you can:
- Focus on the most important metrics for success
- Save time on reporting and analysis
- Take action on your account to get better results
Where to Find the Online Advertising Success Report
Customers can access the Success Report by clicking on the "Reports" tab at the top of your WordStream Advisor screen. By clicking on the “Create New Report” button at the top-right of the screen, you can instantly select your date range and platforms to generate an attractive, customizable, easy-to-read report full of insight into your account performance.
The Success Report contains multiple sections, some of which I’ll talk about in more detail below.
The Performance Funnel – The Big Picture on ROI
The first section in the Success Report is the Performance Funnel.
The Performance Funnel section is a visual representation of key stats across your account among all the online advertising platforms you utilize, including:
• Overall Spend
• Total Impressions
• Total Clicks
• Total Conversions
• Conversation Rate
• Cost-per-action (CPA)
Account Health & Trends – Track Progress on Key Metrics
Next is the Account Health & Trends section:
This section includes some charts and graphs that show you how your impression-weighted Quality Score, click-through rate, average CPC, total cost, and cost per acquisition are trending month over month.
The Account Health & Trends section shows your impression-weighted Quality Score plotted on a recommended curve, so you know where to aim for better results. With trends on your CTR, average CPC, total cost, and CPA tracked over time, you can stay on top of these key performance indicators. You won’t get overloaded looking up information from various platforms – Used in conjunction with the 20-Minute PPC Work Week, the Success Report helps you focus on the metrics that matter most to your business and your account’s or client’s success.
Top Performers – What’s Working Now
Knowing your top performing ads can help enhance what you have and help you adjust other campaigns. The Top Performers section of the Success Report is available for paid search and social so you can instantly see which keywords or audience types are driving the most conversions and have the lowest CPA.
For AdWords, this section focuses on your best-performing keywords and text ads and includes a word cloud so you can instantly see which keywords are driving the most clicks and impressions. You can also see total conversions, CTR, CPA and total cost for your top 5 keyword performers.
Faster, Easier, More Attractive Online Advertising Reporting
WordStream’s newly improved Success Report make online advertising management and analysis even easier for small and medium business advertisers and agencies. Let’s review the benefits:
- Generate beautiful reports with one click — WordStream aggregates all of your account data, across all your digital advertising platforms, and constructs a visually stimulating, infographic-style report that is appealing and easy to read. No more boring reports filled with Excel charts and tables!
- Gain fast insight into your account performance — The software reviews the most important aspects of your account and presents that data in an intuitive format so that you can easily understand how your PPC account is performing, and easily communicate that performance to other stakeholders.
- Quickly identify areas of success and failure — You’ll instantly see where you are succeeding or failing in your account and get actionable advice to ensure future success.
I know our customers are going to love these reports, and I think you’ll love them too! If you want to see them for yourself, sign up for a free trial of WordStream Advisor, connect your account and navigate to the “Reports” tab. Let me know what you think!
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