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Simplifying Complex PPC Metrics for Clients: A Guide for PPC Experts

Harsh Gupta
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Are you a PPC expert dealing with clients or higher-ups who may not be well-versed in the intricacies of pay-per-click advertising? It’s crucial to find effective ways to report your findings and performance in a manner that not only informs but also builds trust.

Ashton Clarke recommends taking three essential steps to make complex metrics more digestible for your clients or superiors. Let’s delve into these strategies and learn how to leave lasting, positive impressions.

1) Highlight Metrics and Trends

The initial step is relatively straightforward—highlight essential metrics and trends. However, the key is to focus on metrics that hold particular relevance for the brand in question.

For instance, if you’re dealing with a B2B brand primarily focused on lead generation, emphasize metrics related to conversions. Metrics like form submissions, cost per conversion, and conversion rates should take center stage.

After addressing primary metrics, move on to secondary ones that provide a more comprehensive picture of performance. Remember, your emphasis should always be on tangible results. Additionally, do not shy away from highlighting negative trends. Transparency fosters trust and cultivates patience in your clients.

2) Translate Metrics to Real-World Context

While you may understand the intricacies of various metrics, it’s crucial to remember that your clients or superiors might not share the same level of expertise. Thus, providing context to each metric is paramount.

When discussing metrics such as clicks, take a moment to explain that it signifies the number of users who visited the website by entering relevant keywords in the search bar. This seemingly simple context can go a long way in facilitating understanding.

Similarly, when discussing conversion rates, elucidate that it reveals the percentage of website visitors who actually perform a conversion action, whether it’s submitting a form, adding an item to the cart, or another action.

3) Clarify Performance Shifts

As the PPC expert, your responsibility extends beyond reporting numbers; you must elucidate why performance shifts occur. Whether these changes are positive or negative, providing clear explanations is essential for building trust.

For instance, if the click-through rate (CTR) of an ad increased, it’s likely due to modifications in the ad copy. If the conversion rate witnessed an uptick, it could be attributed to updates made on the landing page, among other factors.

However, equally crucial is explaining why performance may have declined. For instance, a decrease in impression share and an increase in average cost per click might be indicative of a new competitor entering the field.

By diligently following these steps, you not only validate your expertise with fewer hiccups but also enhance client relationships, streamline communication, and ensure the smooth progression of your PPC campaigns.

Embark on this journey with confidence, and may your endeavors in PPC advertising be fruitful. Good luck!

Harsh Gupta

Harsh Gupta has more than 8 years of experience building & directing AI, Marketing, and Growth initiatives across diverse industries. He has been voted as the world's top 10 growth marketing influencer consistently by rankings such as Favikon. He started his career as Data Scientist working for WWF, BestBuy, Grofers and later established himself as a full-stack Marketer, working and consulting with Leidos, Canva, Syncari, Webscarping API and many other brands.

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