One of the most critical elements of running paid advertising is pay-per-click (PPC) reporting. PPC reporting makes up for half of your PPC campaign, while the other half involves reaching new leads interested in your business. It is therefore imperative that you avoid some common PPC reporting mistakes that could cost you money.
Let’s take a look at some of the common mistakes that most business owners make with their PPC reporting that result in significant losses and how to avoid them.
Neglecting campaign goals
Setting a goal is a must while running a PPC campaign. When placing a plan, you have to consider what you intend to achieve with the campaign and the expected outcome. The most common mistakes around goal setting that most companies make are, setting goals that are way too generic or failing to have goals altogether. The problem with the two approaches is that neither offers a specific numeric value on the expected results.
In any PPC campaign, it is always best to set a measurable goal that you could use as a yardstick for your performance. For example, you could say you want to increase your CTR by 700% rather than saying you want to increase your CTR without an attached value.
Too much data
Many businesses make the mistake of adding too much data to their PPC report. PPC reports can be confusing for people with no training in the field, even when done correctly.
Adding too much data to your report makes it much more confusing. Not all data should be in the report. A good rule of thumb is to ensure that you only include the relevant data that is relevant to your campaign.
Creating PPC reports manually can be pretty daunting, especially if you handle many PPC campaigns for your different businesses. When you find yourself in such a situation, you can opt to automate the report-creating process using PPC reporting software. A PPC reporting tool can help you create your PPC report easily by ensuring that only the relevant data is on the report without leaving out essential data.
Sending the PPC report too soon
The most common PPC reporting mistake people make while creating reports is sharing the report too soon. When you share the report sooner than you should, you run the risk of leaving out some crucial details that could add weight to your report.
When generating a PPC report, trading your speed for completeness can see you get more conversions and have more invalid clicks filtered out. Even when you are using the most advanced PPC reporting tools, always take your time. The best practice is not to share your reports for a previous month until you have all the conversion data for at least four months.
Presenting numbers that don’t make sense
Numbers only have meaning if they have context. One of the biggest PPC reporting mistakes companies make is presenting numbers that cannot make sense to someone unfamiliar with their campaign.
Running a PPC campaign involves obtaining an abundance of analytics. The figures you obtain are just numbers if you can’t piece everything together to create an understandable report to everyone, including those with little knowledge of your campaign. Therefore, you should ensure that your numbers in your PPC report are in context while indicating what they mean and how they impact your campaign.
You are working hard to grow new leads in your business through PPC campaigns, do not let these common reporting mistakes affect your campaign’s efficiency.