Custom PPC Reports

Custom Reports for Each Advertiser

The requirements of each Advertiser are unique, and our custom reports reflect that. Auto-generated reports are lame. They represent a substitute for analysis. Significantly improving the performance of your account depends on a sound account structure, combined with creative analysis. Our monthly reports document the extent of our analysis.

We’re not alluding to Auto-generated Adwords reports. Those can provide a valuable snapshot about how your account has performed, but emailing statistics to advertisers is not a substitute for analysis, and in and of itself cannot lead to performance improvements. If your existing PPC ad company is sending you those auto-generated Adwords reports, or reports from some other machine, then how do you know she is doing the analysis required to continuously improve your PPC account?

Autogenerated Reports Versus Custom Reports

Our experience shows that the largest gains in ROAS are derived not from routine maintenance, but rather from creative analysis. Custom reports document custom analysis, which involves humans. We mention this because some companies use automatic tools for managing Adwords accounts. In fact, there are quite a few somewhat useful programs being used by ppc ad companies to manage large advertising accounts. Unless you’re on the fortune 500 list, it’s unlikely you can afford the services of such firms. Still, you might be curious about what benefits would be associated with automation.

It took IBM eight years to develop Deep Blue, the computer program which in May 1997 finally beat the then reigning chess champion, Gary Kasparov. While it’s conceivable that an intelligent program can be developed to fully automate the process of optimizing a pay per click account, the current PPC automation technology is far removed from matching Deep Blue’s prowess. Of course, IBM had an easier time of it, since the rules of chess have been more or less fixed since the 16th century. The rules of Adwords have changed almost every month since we began managing accounts in 2004.

In January 2008, Google Adwords sent us a questionnaire asking why we are no longer using our developer’s token to create software for automating the process of bid maintenance and reporting. My reply to the questionnaire: “Please let us know, when you’ve put the icing on your Adwords cake, and we’ll reinitiate our development efforts.” Since my note to them, Google has made quite a few significant improvements to Adwords.

Take a look at our Custom Reports to get an idea of the types of improvements which can be initiated from month to month. For a Sample PPC Report see PPC & SEO Tools, or contact Hanna at 720 377 8431.