Efficiency in PPC: Automating Your Reporting

Whether you’re a small business owner managing your paid search campaigns yourself, or have a marketing team running them for you, we know that managing PPC campaigns can take up a significant amount of time and resources. That’s why we’ve used our expertise in running effective and efficient campaigns to put together our top tips into a 3-part series to save time on managing your activity. In our second piece, we discuss some ways you can automate your reporting.

The abundance of data available to paid search marketers is both a blessing and a curse. It’s a crucial string in our bow to tailor campaigns to our exact needs, but crunching the numbers is often a time-consuming task. Plus, too much data can take you down a rabbit hole without any actionable insights.

Streamlining the reporting process should be one of your biggest priorities for reclaiming more time in your day so you can actually action and implement some of the insights that you can glean from your data. Here, we’ll be covering a couple of methods to speed up your reporting, along with some tools that can give you instant insights into your accounts.

Automated Email Rules

If you are an SA360 or Google Ads user, you have the option to have some reporting insights delivered directly to your inbox. These can be flexibly applied to all levels of your account and can alert you to any changes in performance on a daily or weekly basis. Daily checks are great for spotting general trends to optimize towards, but there are some changes that might be time-sensitive, or that won’t fall within the remit of the daily checks.

These automated email rules are a really useful tool to help you save some time. Depending on the conditions you set up, they can be used to pick out any top performers, alert you to any drops in performance, or highlight any budgeting issues. Our top tip is to create a folder or label in your inbox to collect these email alerts so that they don’t get lost in the daily stream of information coming into your emails – and guaranteeing that you get your performance updates automatically. Consider setting up rule alerts for the following to get you started:

  • Budget constrained
  • Report a keyword or campaign with no conversions
  • Alert for campaigns seeing the largest weekly drops in revenue (using custom columns and formula on SA360)

Budget Monitor

Regardless of whether you have a restricted or unrestricted spend, the creation of a budget monitor is an easy way to make your day-to-day life running accounts that little bit smoother. They can be used to help calculate how to phase your spend throughout the month, as well as providing a daily view of how your actual spend is comparing to your plans. Back this up with daily conversion and revenue data, and you get an easily digestible view of your performance that saves you time crunching numbers on a daily basis.

An Example of Budget Pacing.

Performance Dashboards

Much like a budget monitor, a performance dashboard is an important tool to pick out specific data from your accounts. While they are the most time-consuming option to set up of the reporting tools listed here, they are also the most flexible; with the ability to pull out data from all levels of the account. Using Google tools such as Data Studio, your dashboards can update in real-time, quickly highlighting performance trends.

You can create performance dashboards in Data Studio.

When you’re putting together your dashboard, you’re able to tailor it towards your specific needs. If you’re in need of some inspiration, consider some of these ideas of what to include:

  • What reports do you pull the most often?
  • Which reports take the longest to gather data for?
  • What metrics are most important for your account
  • Who will be using the dashboard?

These are just a few of our favorite tools that make reporting a breeze. Whether you’ve just got a few minutes to set up some email reports or you have the resources to set up a full performance dashboard, there’s sure to be an option that will help speed up the reporting process.