Understanding your PPC report
Our PPC report is customised to reflect the data available to us. Where we have access to Analytics and conversion data this will be included. As a minimum your PPC reports include details of PPC ad impressions, clicks and costs.
Where we have access to visitor data (web stats, sales, and registrations etc) the report will also show traffic figures, proportion of PPC traffic, cost per visitor stats, cost per action, sales data and ROI figures.
Section: 'Year'
This shows overall traffic and key performance indicators, such as bounce rate.
Section: Google Search Console / WMT
This shows Google's statistics relating to your site's appearance in their search results.
Section: PPC Advertising Stats
Shows the performance of your advertising by network
Section: PPC Summary
Shows overall PPC performance, consolidating results of different networks
Section: Visitor Split
Shows split of traffic from paid (PPC) and unpaid (organic) sources
Section: Summary of Cost and Return
Shows 'value' of customer interaction with site, together with costs and Return on Investment (ROI) where we have the relevant information.
FAQs / Terminology
Bounce Rate
A bounce is where a visitor lands and exits from the same page without visiting any other page. A high bounce rate can be indicative of a lack of engagement with the site, or poorly targeted advertising. Typical 'corporate' site bounce rates are around the 50% mark, but can vary enormously site from site. A key aim of managing PPC is to minimise bounce rates, as every bounce has a cost, hence bounce rate being a key performance indicator.
Organic
Organic means any traffic coming from non-paid (PPC) sources - this might include direct traffic, or from 'organic' search results, or referrals from other sites.
Landings & Landing Rate
The number of visitors shown in Analytics coming from a particular source, e.g. from a PPC campaign or organic search. The Landing Rate is the number of visitors as a percentage of the number of clicks. There will alway be a difference between the number of click and the landing rate, as the two systems are autonomous, and recording of tracking is imperfect. A significant shortfall between clicks and landings for Microsoft Ads is quite common, as Google Analytics does not always correctly attribute clicks from Microsoft search partners, and these often appear as organic referrers.
Number of Search Terms
Ther number of search terms that have resulted in your site being returned in organic search results
Impressions
The number if times that your site or PPC ad has been returned in search results
Clicks and Click Through Rate (CTR)
Clicks = the number of times your ad or site snippet has been click on by search engine users. Click Through Rate (CTR) is clicks / impressions as a percentage
CPC
The average cost per click for your PPC campaigns
Cost per Active Visitor
Bouncing visitors are considered inactive; Cost per Active Visitor = PPC Cost / (Landings - Bounces)
SEO, PPC Management & Marketing Costs
Fees and other costs for managing SEO and PPC
Total Web Marketing Cost
All PPC Costs + SEO, PPC Management & Marketing Costs
Average Cost Per Visitor
= Total number of visitors / total Web Marketing Cost
Custom Reporting
Where required we can create sophisticated reporting models to suit your specific requirements. Please ask us for details.
