WordStream PPC Success Report
The PPC Success Report is our primary reporting tool within PPC Advisor. Not only will this help you to assess your account performance, it is also a great, visually-appealing way to share your PPC progress with coworkers and clients. The report also allows for custom editing, so that you can tailor the report to those you share it with.
Now that we know what the Success Report can offer you, let’s go ahead and explore it.
You can generate your monthly report by clicking the Success Report tab, which is right next to the Landing Pages tab. In the Success Report, your account performance is broken down by month, and will include the last six months of AdWords data. When you open it, it will automatically default to the most recent month, but you can select another month to view by selecting the drop down menu in the top right corner, below the headline.
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On the top right, you will see the account name you are viewing, as well as a “share” drop down option, where you can choose one of three sharing methods - print the report, email the report or view the public URL of the report. These options make it easy to send copies of the report to clients or coworkers. You also have the ability to edit the report, prior to sending it. We know that you might want to adjust the report, depending on who may be viewing it, so we give you the ability to customize each section.
Upon selecting “Edit Report”, a pencil or show/hide option will appear alongside all editable segments of the report. When you’ve completed your revisions, click the “Save & Preview” button to save a copy of your newly formatted report. Keep in mind; you will have to edit all new reports that come out every month, with the exception of items that are hidden.
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The PPC Success Report includes four sections: the Search Performance Funnel, Account Health and Trends, Activity, and Top Performers. Below each section, WordStream will present a thumbs up or thumbs down icon, to demonstrate whether your account performance has improved or declined within the past month. We will also provide an analysis for each section with additional details. Keep in mind, both of these items are editable.
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We’ll start by reviewing the Search Performance Funnel section. Here, you’ll see how your account performance has changed since last month, with regard to costs, impressions, clicks, and conversions. You will also find key monthly statistics, including budget spent, average click-through rate, average conversion rate, and overall cost per acquisition (CPA).
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The next section is the Account Health & Trends section. Here, we’ll calculate your Impression Weighted Quality Score, and provide a graph that shows how many impressions you’ve received from keywords with a certain Quality Score over the past month. Remember, when it comes to Quality Score, the higher, the better. By improving these scores, you can ensure that your AdWords budget is spent more efficiently.
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Continue scrolling down the page and you will see a series of four graphs that track click-through rate, average cost per click (CPC), cost, and cost per acquisition (CPA). Each graph is coupled with a brief description, to help you better understand how you can impact that particular metric.
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The next section is the Activity section. Advertisers who are actively engaged with their accounts typically see the best results, so this section is designed to help you understand what you’ve been focusing on throughout the last 30 days. We’ll track adjustments made to keywords, negatives, ad text campaigns and ad groups.
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The final section of your report is Top Performers. It is important to understand what is working well in your account, so here we are highlighting your high performing keywords and text ads. To identify your top keywords, we look to see what words are driving the greatest volume of searchers to your landing pages. The chart below the world cloud lists your top 5 keywords, along with their performance metrics.
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It is also important to recognize which text ads are resonating with your audience. We’ll show you your top performing text ad, based on its click volume and click-through rate.
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If you need any help understanding the PPC Success Report, please do not hesitate to reach out to your dedicated Customer Success Representative, or utilize our Chat Now feature.