The process of manually creating reports with spreadsheets or any other application is inefficient and ineffective. It has a high risk of data inaccuracies, which are often difficult to interpret. For marketing agencies, we have a solution - Whatagraph. This tool is the best even when creating Google Adwords reports for clients.
In this blog, we cover:
Adwords report (now known as Google Ads report) gives insights into the PPC performance and helps you conduct Adwords audits. It tracks CTR, keyword effectiveness, devices, traffic source, and many other key metrics. By creating Adwords reports you are able to see how your campaigns are performing and use this data to optimize them further.
Key benefits of this report are:
The obvious answer - data. But when there is so much data, it can be overwhelming to choose which data is the most accurate and appropriate for you. Here is what you need to consider when creating your Google ad insight reports:
Start your report with KPIs (key performance indicators) that highlight the client's Ads account's progress at a glimpse. The Google Ads reports in Whatagraph allow you to compare performance with older/previous campaigns by displaying both real-time and historical data. Both clients and agencies want data comparisons so they can track the progress from month to month.
Some examples of Adwords performance reporting KPIs:
By tracking KPI trends you’ll benefit from:
Because Whatagraph provides a data visualization feature, you can use a line chart to easily compare any KPIs.
Depending on who will be looking at the report, they might need explanations of text annotations to help understand certain trends/spikes/declines. To do it, Whatagraph includes the Notes Widgets. Above is an example of what this note would look like.
1. Decide on your goals and KPIs before diving into Google Adwords. This will assist you in determining the areas where you should concentrate your efforts and the metrics to report.
2. Choose what to report to your clients. As any campaign generates huge amounts of raw data you need to decide what is relevant to your clients. This is a crucial point because you don’t know whether your client is tech-savvy and has a lot of time to look at and analyze everything related to your efforts. So make sure they are aware of the biggest changes, wins, and losses. Anything else does not need to be included in their report.
3. Then, when you have these areas identified, start PPC reporting.
4. Before you can create a Google ads report, you need to connect the right data sources to learn about PPC performance. As per the image below, connect Google Analytics and allow Whatagraph to fetch the data automatically.
5. Then, choose whether you want to start from a blank page or use a pre-made Google Ads report template.
By using a blank page, you’ll start from scratch, and with the drag and drop widget, you’ll create a report that aligns with your objectives.
On the other hand, by using a template, you’ll save some time and instantly get an overview of your PPC efforts.
6. Instead of manually providing Google Adwords results weekly, monthly, or quarterly, Whatagraph allows you to automate them without lifting a finger. All you have to do now is set up this automation process. Choose your time, frequency, and period, add as many addresses as you need, and even receive a report summary in your inbox. This way, you'll always meet the deadline, keep your clients informed, and maintain a positive agency-client relationship.
Keep in mind that a report isn’t valuable if it provides no insights. In other words, you need something that transforms plain data into information.
Step 1. Make sure you've picked one of the pre-made date ranges from the calendar settings before automating a report. Custom Period should not be used with the report automation feature because it will not operate.
Step 2. Then select "More..." and "Automate report".
Step 3. Select the frequency with which you want your report to be sent (Sending Frequency), the day on which you want it delivered (Delivery day), as well as the time and time zone. You have the option of reviewing the report before sending it or having it sent automatically without review.
Step 4. At the bottom of the automation settings for your reports, type the email addresses of the report recipients and click "Automate report."
Please note that if you choose "I'll review before sending," the reports will not be sent until you have reviewed them.
If you don't want to add comments or summaries to the report, or if you don't want to check the data before sending it, select "Send reports without my review."...
That's all there is to it! Your report will be generated automatically!
Real-time reporting is a business intelligence (BI) feature that allows users to assess their performance at any time and get the most up-to-date information possible. Simply said, it is the most convenient approach for agencies to evaluate their performance right now.
When measuring Google Ads performance, this feature is especially useful as Google constantly introduces new changes and policies influencing PPC. Moreover, Google Adword analytics benefit agencies by providing real-time data in:
By gathering real-time data and visualizing the most essential KPIs, Whatagraph allows you to stay up to date on the newest marketing successes.
Chances are, you probably have some specific KPIs that need to be tracked. Without KPIs, your efforts as a PPC specialist cannot be quantified.
So let’s look at how your budgets are performing. Is the money spent bringing in customers and converting traffic?
In the example above, we placed the essential metrics at the top of the report. It allows you to track client’s media spend against conversion and traffic targets.
The top-left portion of the overview is goal tracking. Clearly illustrated goals and current standing is essential when disclosing your KPIs. Conversion rate is another KPI that needs to be within the top of the report. After all, PPC ads are all about driving conversions while maintaining a low CPA.
In our example, we clearly disclosed the current conversion amount, conversion rate, and CPA metrics. Changes in those KPIs are clearly labeled – the change in the KPI since the last reporting period.
Some clients may also take an interest in daily ad expenditures. That’s perfectly normal and can give some additional insight as to what days convert better.
Having a clear graph to illustrate ad spending over a specific period is also critical to any Google Ads PPC report.
If you deliver these reports by email, having the ability to leave detailed comments explaining certain situations can prevent a lot of unnecessary phone calls from your clients.
We’ll use this conversion/cost as an example proving why you may need to add comments and provide context.
As you can see, conversions took a massive dip on November 21st, while expenditures rose sharply. With Whatagraph, you can simply click on the point in time and add a comment to better explain the particular situation as to why the conversions were much lower and expenditures rose.
So you have started your report with the essential KPIs – the big picture metrics.
As we go deeper into the report-creation process, let’s start including more granular data – the peculiarities.
Of course, when managing Google Ads and creating reports that depict PPC search performance, clicks need to be analyzed. After all, clicks are what eat up your budget – presenting this data to your client is essential.
This data is placed in the middle of the report because the metrics need to be assessed in relation to the conversions. Conversions are the primary metric that any business tracks, and when necessary, you will compare them with clicks or other numbers.
Also, these metrics allow your client to compare ad performance against an industry standard. It’s a great way to guarantee clients peace of mind when they see weekly, monthly or quarterly reports – this way, they can compare results against industry benchmarks.
As someone who’s managing PPC ads – Google Ads in particular – you’re constantly on the hunt for new keywords. This in turn, can lead to improved conversion rates but may require some additional testing and bigger budgets.
What better way to relay the need for a higher budget than to show the potential lost revenue? This, of course, can be done by disclosing the “lost traffic” metrics.
With the help of these metrics, you can make a case that you need to test keywords, ad text, etc., that can help reach the untapped traffic.
Ad rank is determined by your bids and ad relevance. To improve those factors, budgets may need to be increased – or perhaps, reallocated on different keywords.
Not all campaigns are created equally – they all have their nuances and perform differently. In addition to the big-picture, aggregated data, it’s good to break down individual Google Ads campaigns’ performance within the report.
This data is not only relevant to you as a search PPC manager but can give valuable insights to your client. The client may wish to look deeper into what ad copy performs best, what landing pages are converting, why you’re arranging your expenditures in a certain way.
Conversions are not only your problem. Having adequate design and content on the webpage is what helps convert. Campaign metrics can help the client allocate resources that improve conversion rates on the website level.
Imagine how pleased your clients will be after seeing their colors and fonts used throughout the report or Google Adwords dashboard. Not only that but they will be more inclined to be engaged with data if the report matches their brand.
With Whatagraph you can achieve that. Make this feature active by creating a global color and custom branding theme. From that point forward, each new report for that particular client will immediately inherit those settings.
You can change the whatagraph.com domain to any other domain and personalize your report emails with the client’s company name using the custom domain function.
This implies that your client’s subdomain will appear in the sender box anytime an automated report is delivered or shared.
You may also use this option to replace the normal Whatagraph online report URL with one that is customized to the client’s business. As a result, instead of app.whatagraph.com, you'd see reports.yourcompany.com/.
Does your client require a specific metric or a KPI to monitor or track in a particular way? No problem. Whatagraph allows to customize:
Marketers designed Whatagraph reporting software for agencies. It not only understands what your clients want to see from a marketing standpoint (all of the most essential indicators and KPIs for all of their marketing channels), but it also adjusts to agency processes, such as:
Whatagraph may save most agencies anywhere from 1 to 5 hours per week, per client.