You’re finalizing a monthly PPC report, excited to show improvements you’ve seen in the account. You highlight an A/B test that yielded an improvement in CPA, along with a new Meta campaign that is driving marketing qualified leads.
Yet when you present the report to leadership, you still get questions like, “How are these actions helping us grow revenue?”
Knowing your audience is a fundamental principle of marketing, and it applies equally so when creating marketing reports. A report geared to a marketing director who is more in the weeds of individual campaigns will look different from a report geared to a C-level executive.
When creating a report that will be viewed by senior leadership, consider what they are held accountable for. A CFO may answer to shareholders or VC firms, but ultimately, their main concern is increasing revenue. If a report doesn’t clearly answer the question of profitability from an investment in PPC, you’re setting yourself up for failure.
In this article, we’ll consider the metrics your CFO actually cares about when reviewing reporting on paid media campaigns.
A Note On Tracking
Before kicking off any ad campaigns or reporting, make sure that you’ve set up proper conversion tracking on your website to measure key actions in ad and analytics platforms. If you’re not confident in your data measurement approach, you can’t trust the numbers you put in your reports.
Agree On Shared Goals
Before building your first report, you should talk to key stakeholders about what internal revenue goals are and where PPC fits as part of those. For instance, a business may have set an annual goal to grow revenue by 10% or to increase the customer base by 20%.
When considering the metrics you include and how you talk about them, think about how measurement relates to the shared business goals. For instance, you may be able to show not only that Meta had a 10% increase in conversions but that it was the largest contributing channel to the previous month’s growth goal.
It may also be helpful to include a section in your reporting where you highlight overall goals, such as a graph showing total new accounts or revenue vs. planned.
CPA, But Consider The Conversion
Cost Per Acquisition (CPA) is a foundational metric for PPC campaigns. However, one common question faced when presenting performance and including this measure is: “What is a conversion?”
Microconversions, such as form fills and asset downloads, can be helpful for optimization in the right instances, but particularly for higher-level executives, you need to be very clear about what you’re reporting on when sharing a cost tied to a conversion action.
Ideally, CPA in this case should be tied as closely as possible to a customer. While, particularly for long lifecycle businesses, it may not be viable to report on actual customers signed in a monthly PPC report, you may be able to report on sales qualified leads.
In turn, if you have proper CRM tracking…
Source link
Disclaimer
We strive to uphold the highest ethical standards in all of our reporting and coverage. We blogs.grocliq.com want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It’s possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.
Website Upgradation is going on for any glitch kindly connect at [email protected]
