In 2014, 72% of marketers using Google AdWords said they planned to increase their pay per click (PPC) budgets. With increasing budgets, marketers have a greater responsibility to show results and prove that the ROI justifies the budget. This “proving” of your work is most commonly done through reporting.
Often times, though, marketers have a tough time determining what data to include in their PPC reports. You want to share overall statistics, while also providing more in-depth analysis on the information that your boss or client needs to make informed business decisions. How do you provide the right information, without overwhelming the reader with data they may not understand? Here, we take a look at a few key metrics from Google AdWords that you’ll want to include in a report to best support your PPC efforts.