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        The first step is to 传承铭文record basic information传承铭文 about the account that will be reviewed. Below you can input all vital account information.

        If you plan to send the completed report then enter the details of the recipient in the last two form fields below. 


        传承铭文Review all key performance indicators (KPIs).传承铭文

        If you need a refresher on specific 传承铭文PPC metrics传承铭文 please review this article by 传承铭文Unbounce.

        After managing an ad account for a month or so, you should have a clear idea of what your 传承铭文most important PPC metrics传承铭文 are. Below we have listed some common KPI's that are tracked in a campaign.

        Remember to tailor this list to align with your specific goals. 

        传承铭文Select all KPI's being tracked:传承铭文

        • 1
          Average Position
        • 2
          CTR (Click Through Rate)
        • 3
          CPC (Cost Per Click)
        • 4
          CPA (Cost Per Conversion/ Acquisition)
        • 5
          CVR (Conversion Rate)
        • 6
          CPM (Cost Per Impression)
        • 7


        传承铭文Check ads to ensure that all sitelinks are properly setup.传承铭文

        Include 传承铭文as many relevant links传承铭文 to support your ads as possible.

        According to Google, your ad could show up to 8 sitelinks at any one time. By setting this up properly you can create 传承铭文clear user paths传承铭文 that increase lead to conversion rates.

        Sitelinks allow you to deliver specific information (such as product details, store hours, etc...) under your main ad that will direct the user to that specific landing page. 

        Use Sitelinks to Drive Online Sales - Google Best Practices


        传承铭文Analyze account keywords and determine if changes need to be made.传承铭文

        After a month of running your ads, you should have a good amount of data that has populated the 传承铭文k传承铭文传承铭文eywords page 传承铭文of your ads account. You can use this information to 传承铭文identify high and low performing keywords传承铭文. 

        This gives you an opportunity to assess keywords and ad relevance. A helpful tip is to remove any keywords that have zero traffic. You should also look for new trends or keywords that could help improve your ad conversion rate.

        One good source for传承铭文 keyword research is Google Trends传承铭文. We have included a video below to discuss this further. 

        How to use Google Trends to Find Sizzling Hot Topic Ideas - Ahrefs


        传承铭文Analyze the performance of your ad campaigns.传承铭文

        There are 传承铭文multiple ways to review your campaign传承铭文 performance.

        You can pull reports based on campaign type, setup pre-defined column sets, and view cross-campaign performance utilizing interaction columns.

        Another reporting view that we find very useful is the 传承铭文Auction insights report传承铭文. This report lets you compare your ad campaign performance to others who are participating in the same action. The data from this report can help you make better strategic decisions within your bidding and budget strategies.

        While reviewing the report you should be able to identify where your campaigns are 传承铭文succeeding传承铭文 and where you are missing out on 传承铭文new ad opportunities传承铭文.  

        The auction insight report, which is available for both search and shopping campaigns, provide six different statistics:

        1. 传承铭文Impression Share传承铭文
        2. 传承铭文Average Position传承铭文
        3. 传承铭文Overlap Rate传承铭文
        4. 传承铭文Position Above Rate传承铭文
        5. 传承铭文Top of Page Rate传承铭文
        6. 传承铭文Outranking Share传承铭文

        Be sure that you传承铭文 segment your report传承铭文 based on time and device for additional insights.

        To access the 传承铭文auction insights传承铭文 report follow these steps:

        1. Sign in to your Google Ads account.
        2. Click the传承铭文 campaigns, ad groups传承铭文, or传承铭文 keywords传承铭文 page menu based on what information you want to see in the report.
        3. Select a specific campaign, ad group, or keyword by checking the box next to each item. Note: you can only select keywords on a single page at a time (unless you run a report for “All”).
        4. Click on传承铭文 auction insights传承铭文.
        5. You'll now be taken to your Auction insights report. Note: only keywords and ad groups that meet a minimum threshold of activity will have the Auction insights report.
        6. If you selected only Search or only Shopping campaigns or ad groups, you'll see the corresponding Auction insights report. 
        7. If you selected a mix of Search and Shopping campaigns or ad groups, you'll need to select the传承铭文 search campaigns传承铭文 or传承铭文 shopping campaigns传承铭文 radio button.


        传承铭文Make sure that your budget has been appropriately distributed amongst ads and campaigns. 传承铭文

        While reviewing your campaigns the first thing you will want to do is 传承铭文verify传承铭文 if your daily, weekly, and monthly allocated传承铭文 budget is being fully utilized传承铭文.

        If you notice non-performing campaigns this is an opportunity to re-work the ad copy, targeting, and keywords. You can also stop those campaigns and focus on further optimizing well-performing campaigns. Be sure you have collected enough data to make an informed decision.  

        PPC Report Template Checklist


        传承铭文Summarize all insights from your monthly campaign review. 传承铭文

        It is good practice to always document the insights of your monthly report every time you use this PPC Report Template. The results will prove useful when analyzing changes in the account. 


        After your report is complete you will want to email it or print it. 

        传承铭文PRO TIP: A great way to merge your data from Process Street with your report is through our integration with WebMerge. 传承铭文

        To send the email you can use the email widget below. All you need to do is 传承铭文customize the message and upload your file. 传承铭文

        Then just 传承铭文make sure everything looks okay and hit "Send".传承铭文