Campaign Setup Info
Since this is the first month that you have a PPC campaign, you will have a lot to say
here. Which service did you choose and why? Are you focusing on a small number of
popular keywords or going with a longer list of less-popular but more targeted terms?
What is your goal for this campaign?
Monthly PPC Performance Data
You have a lot of flexibility to create comprehensive, customized reports using your
PPC service. Later you’ll use these to monitor, finesse, and drop the duds in your cam-
paign. But for this Monthly Report, you just want to boil down the most important
data for a 2-minute scan. At a minimum, this data includes the following:
• Total number of click-throughs
• Click-through percentage
• Total cost
• Average total cost per click
And, if you’re able to track conversions using your PPC service:
• Total number of conversions
• Conversion percentage
• Average total cost per conversion
We left the information brief, but you can go into a lot more depth here if you
desire. Adjust your spreadsheet to suit your needs and preferences.
Keep your PPC service’s campaign report open; you’ll need it to complete the
Top Performing Keywords
Looking through long lists of keyword data should be banned by OSHA! Whether it’s a
large PPC campaign with hundreds or thousands of keywords or a smaller one with a
couple dozen, your keyword performance data can give you a major migraine. That’s
why we like to pull out some of the top-performing keywords for an eye-pleasing review.
First, you need to decide what you will consider good performance for your key-
words. Some options are highest number of click-throughs, highest total number of
conversions, best conversion percentage, best click-through percentage, highest total
Use your PPC service to generate a monthly campaign report, and enter the keyword performance
data into your Monthly Report.
c07. 8:08 190