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.
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
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.
Where required we can create sophisticated reporting models to suit your specific requirements. Please ask us for details.