25 tips for automating Technical Reporting for PPCtony tony https://secure.gravatar.com/avatar/aa9bbdf8f1e6bbf534778ecea7c0c925?s=96&d=mm&r=g
25 tips for automating Technical Reporting for PPC
Automating technical reporting is one way to lessen the burden of managing a marketing campaign and ensuring that each segment can be analyzed to provide a clear path of operation. Automation of technical reporting is such that it eases and allows for seamless evaluation while reducing errors when it comes to optimizing a campaign to suit specific needs according to what the target audience is oriented towards. Some tips to consider when automating technical reporting in PPC include:
Keep it simple
Technical reporting does not have to be complicated since it is important for the client to also understand what is being communicated.
Utilize reporting software
There are plenty of software that generate the relevant reports seamlessly. It is important to make use of them to save time and energy.
Make it monthly
With a monthly report, it is easier to draw comparisons and also create an educated conclusion as to the progress without having to go through an enormous amount of data to explain the trend.
Consider campaign goals
The campaign goals should guide the data and evaluation process that is to be adopted. The campaign goals play a significant role in providing a clear distinction between the useful data and auxiliary information.
Size of keyword sets
The size of the keyword sets should be a factor to consider when it comes to automating technical reporting since it will also determine the amount of data that will be in play once analysis sets in.
The size pf the budget should also be a factor when automating technical reporting for PPC mostly due to the fact that the budget controls operations.
Focus on the ROI targets
Automation of technical reporting should be done with a focus on ROI where revenue is tracked along with the specific targets of the campaign.
Create a template
It is important to create a template based on the goals of the campaign which will provide guidance on the automated data reporting that will be initiated.
Capture Cost Per Lead
When automating technical reporting for PPC, capturing the Cost Per Lead is important as it will provide accurate data that will inform on the trajectory of budget utilization.
Integrate Cost Per Acquisition
An automated technical reporting process should be able to provide the Cost Per Acquisition which is usually instrumental in explaining the success of a PPC campaign.
Focus on ROAS
Automation of technical reporting must include a detailed insight into the Return On Ad Spend which explains the impact of the marketing campaign in terms of returns experienced.
Capture the basic metrics
When automating, the basic metrics have to be considered and captured including impressions, clicks and conversion rates.
Maximize on Click Through Rates
Click Through Rates are the core of a PPC marketing campaign and an automation process should capture the CTRs to ensure effective reporting.
Addition of negative keywords
Constant addition of the negative keywords is instrumental in curbing the generation of reports that do not reflect the accurate performance of a PPC campaign.
Optimize for CPC
Capturing the Cost Per Click in the automated reports is important as it gives an outlook of the budget consumed compared to the leads generated.
Summary of projections
The beauty of automating technical reporting for SEO is that a summary of projections can be made to give a marketing campaign some basis for setting goals including budgeting.
When targeting the automation of technical reporting, Ad review has to be a top priority as it is the avenue that allows for effective campaign management.
Ad Testing should be a basic function of automated technical reporting for PPC mainly because it informs on the potential performance of an Ad and determines viability.
Pausing underperforming keywords
The act of pausing the keywords that are not performing is crucial when automating technical reporting since it ensures that high value and relevant data is what is reported.
Landing page testing
A factor to capture when automating technical reporting is landing page testing which informs on the elements that have the best conversion and success for the PPC campaign.
Utilize annotation field
A particular factor to capture when automating technical reporting is the record on when specific changes were made which always explain a change in performance of the campaign. The annotation field is perfect for this as opposed to checking the change history.
Segment, trend and benchmark
An automation of technical reporting should segment a metric, note a trend and notify a benchmark that it should achieve.
Personify analysis and insights
When automating technical reporting, analysis and insights should be left out as they require a personalized touch.
Capture Search Impression Share
An automation of technical reporting should capture Search Impression Share as it is what can reveal the opportunities for clicks and impressions not discovered.
Consider quality score metric
Considering the quality score metric when automating technical reporting is crucial as it will provide information on relevancy which determines the cost per click owing to page position.