Beyond anything else, the client wants to know how their KPIs fared, so use this to guide what you report. It’s great that you tripled CTR, and reduced CPC by 57%, but if conversions dropped, and that’s what your performance is being measured against, then does that matter?
We have an online education client that is tracking enrolments in their courses, and these conversions and their CPA are the KPIs. Our first few reports we went into detail about how we’d restructured the account, expanded their keywords, increased CTR. While this showed us that we had been busy and our changes had made a positive impact on the account, the client wanted to know two things:
- Was paid search generating more conversions?
- Were they paying less for those conversions?
If we couldn’t align our reporting to those two basic measurements, then it was of no use to them.
With this understanding, we could tailor our reports to always point to these KPIs. Yes CTR increased, but that is a good indicator of targeting higher quality traffic that is more likely to convert. Yes CPCs dropped, which lead to a reduction in CPA for the same spend. The expanded keyword set allowed us to capture traffic that our ads weren’t showing for and we’ve seen enrolments grow steadily since its implementation.
This lead to a happy client, who knew their KPIs were improving, and that we were targeting our operations to their goals, not to % changes in marketing acronyms.