Reporting is a vital a part of paid media administration for speaking outcomes to stakeholders and informing optimization choices.
Whereas there are a selection of well-made third-party reporting instruments, many are pricy and inaccessible to all PPC managers, both because of funds issues or complicated approval processes.
Moreover, varied instruments have totally different advantages, with some higher suited to spreadsheet-nerd evaluation and others for visually pleasant reporting.
This text appears to be like at eight free choices you need to use for PPC reporting.
1. Looker Studio
Looker Studio (previously referred to as Google Information Studio) is a full-scale software for constructing interactive stories that may be seen in a browser or downloaded as a PDF.
As Google owns this platform, it integrates by default with most different Google-owned properties, equivalent to Google Analytics, Google Adverts, Search Adverts 360 and Show and Video 360.
For different platforms, you possibly can export knowledge to Google Sheets and sync it to a report. A number of paid third-party instruments additionally assist you to sync on to a wider vary of knowledge sources.
You’ll be able to create charts, graphs, tables and textual content bins or embrace dropdowns and different components to permit customers to filter knowledge how they’d like.
Superior customers can mix a number of knowledge sources collectively, equivalent to combining Google Adverts knowledge and CRM knowledge or reporting throughout a number of accounts.
For these simply beginning out, ready-made templates are free instantly from Google and third-party suppliers to offer a fundamental reporting construction.
Dig deeper: 3 steps for efficient PPC reporting and evaluation
2. Google Adverts/Google Sheets add-on
With this free add-on developed by Google, you possibly can generate advert stories after which import them right into a Google Sheet.
You’ll be able to customise which columns to point out and filter knowledge (equivalent to to point out choose campaigns or solely these with latest impressions).
The software additionally permits you to set schedules for refreshing knowledge at common cadences.
This setup could possibly be helpful when sharing with people who wish to see knowledge in a spreadsheet format or for offering simply exported knowledge tables you could manipulate for different reporting.
3. Google Adverts stories and dashboards
The Report Editor inside Google Adverts permits you to construct stories with the exact metrics you’d prefer to see and save them for future use. You’ll be able to successfully make a pivot desk populated with the metrics and dimensions you wish to embrace.
As well as, a number of ready-made templates may also help you rapidly view efficiency by advert group, key phrase, viewers, content material or different dimensions.
One useful tip is you could embrace customized columns you’ve created, equivalent to for seeing totals and CPA for particular person conversion actions.
Moreover, you possibly can create dashboards containing knowledge from a number of stories, scorecards for top-level metrics and notes for commentary. One latest use the place I’ve discovered a dashboard useful was monitoring particular advert exams I’m working.
Dig deeper: Easy methods to method weekly, month-to-month, quarterly and annual PPC reporting
4. Microsoft Promoting stories
Microsoft additionally incorporates its personal strong reporting part, the place you possibly can view premade stories or construct your individual.
Along with exhibiting customary marketing campaign knowledge, a number of sensible makes use of for these stories embrace:
- Writer reporting to see a breakdown of efficiency by web site URL, which may’t be seen in the primary interface.
- Unfavorable key phrase conflicts to take away negatives which will inadvertently be blocking key phrases you wish to bid on.
- Advert extension reporting at key phrase or advert stage.
- Person location reporting to view precise geography of people versus focused geography.
- Label reporting (helpful for reviewing exams the place advert variants could also be labeled individually).
On the social promoting entrance, Meta has a built-in reporting part, which might be discovered underneath the Adverts Reporting part of the menu.
Choices embrace a pivot desk function and the power to construct line and bar charts.
It can save you pre-built stories with the precise dimensions, metrics and filters you’d like to incorporate. You may as well break down knowledge in varied methods, equivalent to by marketing campaign title, machine, placement and extra.
6. Google Adverts Editor
Whereas this may occasionally not essentially be your first thought for reporting, you possibly can see efficiency knowledge in Google Adverts Editor.
Whenever you first open it, you’ll see a graph and selectors for top-level metrics, with the power to decide on a timeframe.
You may as well pull knowledge into the enhancing part through the View Statistics button within the prime bar. Select particular person metrics, which you’ll then populate in a desk throughout the Editor interface.
Moreover, you possibly can view a search time period report or see the efficiency of particular person search, show, app, or Demand Gen belongings (together with photographs and textual content).
These options could possibly be helpful as a substitute for the net UI for downloading knowledge in spreadsheet format.
7. Microsoft Promoting Editor
Equally to Google, you may also embrace metrics when downloading knowledge into Microsoft Promoting Editor.
Use the View Statistics button within the prime bar and choose the timeframe you’d prefer to see. You may as well view the info instantly within the interface or export it to control in Excel or one other program.
8. Google Analytics
A correctly configured Google Analytics implementation is essential for any PPC supervisor’s evaluation. You’ll want to ensure web site site visitors out of your advert platforms is being tracked correctly (equivalent to by connecting Google Adverts and utilizing correct UTM parameters throughout platforms).
Studies inbuilt GA4 may also help present the efficiency of advert site visitors tied along with web site conduct metrics.
If you happen to’ve linked your Google Adverts account and have auto-tagging turned on, you possibly can view Google Adverts knowledge along with key occasions (occasions that you just’ve marked as precedence for your enterprise, equivalent to type completes, gross sales, and so on.) underneath the Promoting part.
Explorations provide start line for constructing personalized stories that may be segmented to incorporate solely particular site visitors, equivalent to that from paid channels, together with choose dimensions and metrics.
As an illustration, you possibly can create a funnel report exhibiting how a lot advert site visitors is getting to every step of the acquisition course of.
An added worth of Google Analytics for PPC reporting is the power to see how advertisements work along with different channels equivalent to natural search, social, referrals and direct site visitors within the conversion course of.
The Attribution part permits you to see customers’ paths throughout a number of combos of channels and evaluate final clicks to data-driven fashions.
Dig deeper: Easy methods to mix GA4 and Google Adverts for highly effective paid search outcomes
Begin reporting
Even when you don’t have the funds for pricier reporting instruments, there are numerous free choices obtainable.
If you happen to haven’t examined a few of the choices reviewed on this article, take the time to verify them out, play with options and see what reporting configurations may fit on your wants.
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