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PPC Redacted Report for a Client

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Here is a redacted summary PPC report I send one of my clients each month. The slides consist of a summary, high-level view of Google AdWords and Bing Ads, and a recap of what was done of the month. I've redacted the name of my client.

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PPC Redacted Report for a Client

  1. 1. PPC Redacted Report for a Client By: Greg Kristan
  2. 2. PPC Summary Added New Negative Keywords into Google AdWords / Bing Ads Daily Worked with REDACTED to create the new UET tracking in Bing Ads. Greg worked with the Bing Ads support team to validate the fix Added in Expanded Text Ads into Google AdWords Opted Google AdWords / Bing Ads into their respective syndicated search network to increase exposure and clicks while monitoring CPC and CPA’s
  3. 3. June PPC Summary Google Ads and Bing Ads • Clicks: 1.6k • Impressions: 9.4k • Cost: $1.9k • CPC: $1.22 • Conversions: 79 • CPA: $24.72 • Clicks: 70 • Impressions: 482 • Cost: $97.49 • CPC: $1.39 • Conversions: 5 • CPA: $19.49 Bing Ads had tracking issues for most of June, so the data is incomplete via conversions. Session data does not
  4. 4. Google Analytics Data for Paid Search June vs May Sessions were up +22% June vs May in paid search while increasing the try it now button conversion rate along with driving leads to REDACTED Redacted
  5. 5. Google Story MoM: • Clicks up +13% • Spend Down -24% • CPC down -32% Row Labels Sum of Clicks Sum of Impressions Sum of Cost Sum of CPC Apr 939 7,214 $1,689.30 $1.80 B_Slybroadcast_BMM 240 894 $480.69 $2.00 B_Slybroadcast_EM 531 1,406 $564.42 $1.06 NB_Slybroadcast_BMM 100 3,802 $328.23 $3.28 NB_Slybroadcast_EM 68 1,112 $315.96 $4.65 May 1,411 9,825 $2,568.68 $1.82 B_Slybroadcast_BMM 469 1,431 $725.93 $1.55 B_Slybroadcast_EM 575 1,553 $712.13 $1.24 NB_Slybroadcast_BMM 202 4,778 $699.11 $3.46 NB_Slybroadcast_EM 165 2,063 $431.51 $2.62 Jun 1,596 9,436 $1,952.88 $1.22 B_Slybroadcast_BMM 459 1,326 $422.71 $0.92 B_Slybroadcast_EM 798 2,078 $375.87 $0.47 NB_Slybroadcast_BMM 188 3,837 $644.15 $3.43 NB_Slybroadcast_EM 151 2,195 $510.15 $3.38 Grand Total 3,946 26,475 $6,210.86 $1.57 Row Labels Sum of Clicks Sum of Impressions Sum of Cost Sum of CPC B_Slybroadcast_BMM 1,168 3,651 $1,629.33 $1.39 Apr 240 894 $480.69 $2.00 May 469 1,431 $725.93 $1.55 Jun 459 1,326 $422.71 $0.92 B_Slybroadcast_EM 1,904 5,037 $1,652.42 $0.87 Apr 531 1,406 $564.42 $1.06 May 575 1,553 $712.13 $1.24 Jun 798 2,078 $375.87 $0.47 NB_Slybroadcast_BMM 490 12,417 $1,671.49 $3.41 Apr 100 3,802 $328.23 $3.28 May 202 4,778 $699.11 $3.46 Jun 188 3,837 $644.15 $3.43 NB_Slybroadcast_EM 384 5,370 $1,257.62 $3.28 Apr 68 1,112 $315.96 $4.65 May 165 2,063 $431.51 $2.62 Jun 151 2,195 $510.15 $3.38 Grand Total 3,946 26,475 $6,210.86 $1.57 Redacted
  6. 6. New Ad Copy Implemented in Google in June Old Format New Format The larger format on the right will sometimes show 3 headlines and 2 descriptions Bing Ads will get this expanded copy in July when Greg carries it over into the system Redacted Redacted Redacted Redacted
  7. 7. Summary of Month 7 for REDACTED SEO Maintaining position 2 for the majority of the month kept organic traffic up for Slybroadcast A new API was built in June into Google Search Console to spot SEO opportunities / PPC trend PPC Bing Ads had the most attention during the month via code testing with REDACTED and the Bing Ads team. Conversion tracking should be all set now, but Greg is monitoring this within Google Analytics and Bing Ads Google AdWords got new ad copy to make the ads stand out more than traditional search ads. The new ad format ads have an extra headline and description, so this is something Greg is monitoring via CTR To build more volume for PPC, Greg has opted Google / Bing into their syndicated networks to drive high-quality visitors to the website. Google received one conversion at a CPA of $19.13 for the month of June Redacted SEO Notes
  8. 8. PPC Moving Forward PPC WILL SEE A HEAVIER FOCUS ON BING ADS DURING IT’S SECOND MONTH OF RUNNING FOR SLYBROADCAST. CONVERSION TRACKING ISSUES APPEAR TO HAVE BEEN FIXED, BUT TIME NEEDS TO PASS TO VALIDATE THE HYPOTHESIS. NEW EXPANDED TEXT ADS WILL BE BROUGHT INTO BING ADS IN JULY TO MIMIC GOOGLE’S NEW FORMAT.

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