With new conversion information on hand, you may wish to rethink your definition of
keyword “performance.” Last month, the keywords with the highest click-through rate
may have been the ones you considered top of the heap. You may now want to look at
conversion rates instead. Based on your new performance criteria, pull out the top-10
or so performing keywords from your PPC service’s report and list them here.
Use this portion of the report to record any changes that took place in your PPC cam-
paigns this month: new keywords, deleted ads, regrouped categories, and so on. Are
you happy with your campaign performance so far? Any surprises? Discuss them here.
Friday: Action Items
Since you’re using last month’s report as a template for this month’s report, you have
last month’s action items available for easy reference. Don’t clog up your monthly
Action Items list by marking completed ones here; let your team focus on reading items
that are still outstanding.
By the way, we’ll let you in on a little secret:
With your second Monthly Report complete and making its way into the hands
of everyone on your team, you’re ready to move on to the third month of Your SEO
Plan. Join us in the next chapter, where SEO becomes a way of life!
Pearl of Wisdom:
The action items in your monthly report make great daily assignments once
the tasks we’ve laid out in Your SEO Plan have run out.
Delete completed action items, and write new ones, in your Monthly Report.
Discuss PPC campaign changes or plans for the future in your Monthly Report.
Record your top-performing keywords in the Monthly Report.
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