Communicate PPC Results In Plain English

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July 13th, 2010 by Alan

If you are an experienced PPC account manager you will know all the pay per click jargon. However to report this data to other people within the business you need to ensure that you deliver those results in a language everyone can understand. It’s important to publish PPC results to other parties and partners within your company so they can appreciate how well this form of internet marketing performs for the business.

When you receive reports and summaries, make sure they are in plain English. This can mean avoiding a submission listing campaigns and conversion rates and instead providing an analysis that groups campaigns under headings such as ‘Top Performers’, ‘Rising Stars’, and ‘Slow and Steady’ for example. This will help to provide some background to the numbers and offer helpful insights.

Whoever writes your PPC reports should tailor the insights alongside the data to appeal to the target audience. They should bear in mind it is essential to paint a picture when presenting results to people who are not as closely involved as themselves. This can mean literally, by using graphs and visuals to bring the data to life. For example, when illustrating your target audience, use an image of a middle aged man if the target audience for a category is made up of this age range of men.

At Click Consult we offer return on investment reporting for PPC campaigns as part of our account management solution and all our reports are in plain English.

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