REVIEWING PERFORMANCE

This is the third of six posts as we delve deeper into each of the six steps of our free available guide - "6 Steps to Assessing Your Online Marketing Spend". If you haven't already you can sign up below to download this guide.

Step three of the guide is all about taking a step back and reviewing your campaign performance. This is easier said than done with multiple data sources likely needed such as Google Ads, Facebook Ads Manager, Google Analytics and so on. To solve this problem, we create tailored reports for each of our clients combining all the appropriate data sources into one place. In this post we run through an example report we have built for a travel business with multiple brands. We will demonstrate what can be achieved with the available data and how spending time on building quality reports will be more beneficial in the long run.

Throughout the report we include filters allowing you to slice and dice the data and date pickers giving the ability to compare longer term trends. All our reports update daily and, in this example, includes all channel performance and then a deeper dive into the PPC campaigns. Below is a detailed overview of each of the pages.

Page 1 – All Channels Performance

In this example we’ve the ability to filter all data by country, channel, brand & device. This page shows what is a similar template for page two of this example report. Starting with top line statistics compared to the previous period of the chosen date range. Below these statistics shows the weekly and then daily view, this example report shows data for three brands followed by a view for total performance of the three brands combined.

The remainder of the page then covers performance by channel, country and month.

The purpose of this page is to help monitor total website performance and how each channel compares against one another. This is useful for both a quick snapshot of performance and the ability to delve deeper into the data.

Page 2 – PPC Performance

Page 2 concentrates on PPC performance only. Very similar template to the first page with the topline, weekly and daily view at the top of the page. A few additional filters are available here including platform, campaign type, campaign grouping category and keyword match type.

Beyond these views we include a monthly budget tracker to keep pace of PPC spend month to date and pacing based on yesterday and average spend of last 7 days. We then delve into performance by campaign type, by month, by device and day of week.

This page is designed to be used as the central hub of PPC performance and management. Combining all platform data allows total spend traffic and conversions to be monitored in one place.

Page 3 – PPC Keyword Performance

The third page of the report is much simpler. This page shows keyword performance of PPC campaigns, again with all filters available on the previous page. Very useful to monitor keyword performance from Google & Microsoft Ads in one table.

Page 4 – Product Performance

The final page is designed to monitor sales trends within the business that can be used to shape all marketing activity. In this example we pull the following information from previous transactions for this travel business:

• Country Route

• City Route

• Country From & To

• City From & To

• Additional Route Details

• Outbound / Inbound

• Overseas / Domestic

This detail of data can help shape all the business marketing activity. For PPC specifically it can help with keyword bidding and coverage. For Paid Social can help with creative designs & offer creations.

To achieve this level of detail you will need to map desired ecommerce dimensions within your websites data layer.

This example report only scratches the surface but we feel are the necessities to managing successful marketing activity. If you are interested in hearing more on how we approach reporting than feel free to book in a strategy call, using the link below.

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