Search Engine Optimization (SEO) for your website

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Campaign Setup Info

Since this is the first month that you have a PPC campaign, you will have a lot to say

here. Which service did you choose and why? Are you focusing on a small number of

popular keywords or going with a longer list of less-popular but more targeted terms?

What is your goal for this campaign?

Monthly PPC Performance Data

You have a lot of flexibility to create comprehensive, customized reports using your

PPC service. Later you’ll use these to monitor, finesse, and drop the duds in your cam-

paign. But for this Monthly Report, you just want to boil down the most important

data for a 2-minute scan. At a minimum, this data includes the following:

• Total number of click-throughs

• Click-through percentage

• Total cost

• Average total cost per click

And, if you’re able to track conversions using your PPC service:

• Total number of conversions

• Conversion percentage

• Average total cost per conversion

We left the information brief, but you can go into a lot more depth here if you

desire. Adjust your spreadsheet to suit your needs and preferences.

Keep your PPC service’s campaign report open; you’ll need it to complete the

next section.

Top Performing Keywords

Looking through long lists of keyword data should be banned by OSHA! Whether it’s a

large PPC campaign with hundreds or thousands of keywords or a smaller one with a

couple dozen, your keyword performance data can give you a major migraine. That’s

why we like to pull out some of the top-performing keywords for an eye-pleasing review.

First, you need to decide what you will consider good performance for your key-

words. Some options are highest number of click-throughs, highest total number of

conversions, best conversion percentage, best click-through percentage, highest total

Now:

Use your PPC service to generate a monthly campaign report, and enter the keyword performance

data into your Monthly Report.

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