20+ Advertising (PPC) Reporting Templates every Marketer Needs

Types of PPC Reports

• Cross-channel PPC Report: These PPC reporting templates show how the campaign ad has performed on different paid channels, it also gives the client a full view of ad performance across all paid channels, making it easier to compare results.
• Search PPC Report: These PPC reports are the most common, they include data on how search ads perform in a PPC campaign, such as which keywords are being searched, and the volume of keywords searched. 
• Display PPC Report: Highlights the performance of display ads, particularly image ads across campaigns.
• Remarketing PPC Report: Specifically covers data related to remarketing campaigns on platforms like Google Ads and Facebook Ads.
• Social Media PPC Report: Provides insights into ad performance across social media platforms such as YouTube, Facebook, Instagram, and LinkedIn.

PPC campaign report example metrics

Here are some key metrics to track in the PPC reporting template:

• Impressions: Shows search volume or audience size that has engaged with the ad
• Clicks: Measures website traffic generated through ad clicks
• Search Impression Share: Indicates coverage or visibility.
• Cost per Thousand Impressions (CPM): Cost per Thousand Impressions (CPM) is the cost advertisers pay for every thousand times their ad is shown to users.
• Cost per Click (CPC): It is the amount spent for each click on an advertisement.
• Cost per Conversion Action (CPA): Measures efficiency and amount spent in driving desired results.
• Click-through Rate (CTR): Indicates the effectiveness and percentage of people who clicked on the ad
• Conversion Rate: Reflects the relevance of the landing page percentage of website visitors who take a desired action like adding to a cart or making a purchase.
• View Rate: The percentage of relevant people engaging with the video content.

Tips for making a PPC Campaign report

1. Go beyond numbers in your PPC reports. 

PPC reporting templates don’t need to only show numbers, instead of presenting isolated data points, provide a contextual insight that aligns with your client's overall business objectives. 

Rather than pulling all data together, first, understand what’s most important to your client. Understanding what matters most to your clients and aligning your PPC monthly report template accordingly demonstrates your comprehension of their needs.

2. Select metrics that directly contribute to your client's business goals.

Once you understand your client's objectives, prioritize metrics that support these goals, such as ROI, CTR, CPC, conversion rates, keyword performance, and customer actions. Ensure that your PPC monthly report template only reflects areas that require attention and highlights the successes accurately.

PPC reports can also highlight areas that need more attention, as well as showcase where the business is doing well.

3. Segment your reports based on the different stages of the customer journey.

One has to recognize that not all ad campaigns aim solely for conversions and sales, each campaign is planned based on the AIDA(Awareness, Interest, Desire, Action)

model, which segments the customer journey and allows you to evaluate performance effectively thereby planning an effective sales funnel. 

4. Use automation platforms:

Utilize advanced PPC reporting templates and tools to streamline the reporting process. While traditional methods like Google Sheets or Excel are functional, automation tools can save time and produce more insightful reports.

5. Incorporate visual elements:

Numbers are boring, and not everyone can derive information by simply looking at numbers put together, therefore visualizations, such as charts and graphs can simplify complex data and facilitate quicker understanding. Tailor the visualization format to your client's preferences whether it's line graphs, pie charts, or any other graphical representation. Doing this in your PPC report sample will also demonstrate to your clients that you've gone the extra mile to simplify data.

6. Provide personalized insights:

Interpret the data in your PPC reporting template and compare it to the business goals, offering actionable recommendations for improvement rather than simply putting data in your report. There should always be a scope for improvement sheet that presents the full story, including challenges and areas for growth, this will in turn foster constructive discussions with your clients and also help clients see beyond a mere report.

What to avoid

1. Sending reports too soon:

When you send a PPC campaign report too soon, it undermines and undervalues the impact of the campaign. This means that the PPC campaign report doesn’t help, therefore allowing the campaign to start picking up, monitor the numbers wisely, and understand the campaign dynamics. By waiting, you will be in a better position to make informed decisions and thereby the businesses can optimize PPC strategies effectively.

2. Improperly segmented reports:

The purpose of a PPC reporting template is to concisely put the data in Excel, when the PPC report Excel template is oddly segmented, the data will look scattered. This poor segmentation of your PPC reporting template can hide certain important details about how the campaign has performed, making it difficult to analyze which keyword/ad or audience segment has performed better. This in turn will lead to poor business decision making.

3. Too much data

The purpose of every PPC reporting template is to segment data and only put what aligns with the business objective, young marketers may refer to the PPC campaign report example online. Including too much data can create confusion and overwhelm your client, making it difficult to focus on client needs. 

4. Spending hours to work on PPC reports.

The purpose of a PPC report sample is to simplify work, therefore taking long hours to work on a template ultimately negates the purpose. One could keep refining the reports based on metrics, but only to simplify the data and not beautify the PPC campaign reports. That way, we can still see what's going on with our ads without wasting too much time. It's about finding a balance between getting the information we need and not spending forever on it. 

Conclusion

To conclude, PPC reporting templates are important in evaluating the effectiveness of paid advertising campaigns. PPC campaign reports focus on key metrics that are aligned with business goals and analyze the effectiveness of the ad campaign, businesses can use these PPC reports to gain valuable insights to optimize their strategies and maximize business ROI. It is important to keep PPC reports simple, crisp, and to the point, without adding irrelevant data, and lastly a well-put-together PPC report empowers businesses to make informed decisions.