A short presentation I gave at the Acquisio User Summit in June, 2012. The presentation focussed on 8 simple tips to help campaign managers and agencies in general create better reports using the Acquisio ppc campaign management tool.

1. Reporting Best Practices
8 Tips to Make Awesome Reports Using
Acquisio
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3. 1 - Be Corporate
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4. 1 - Be Corporate
Ask your marketing dept. to approve your template
• Company logo
• Custom header & footer
• Custom colour scheme
• Page borders & general layout
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6. “This report, by its very length, defends itself
against the risk of being read.”
-Sir Winston Churchill
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7. 2 – Make it Short
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8. 2 – Make it Short
Don’t make your reports too long & focus on the essential
• Start with the KPIs, key metrics, targets
• Executive summary: highlights of the report
• Repeat your main points in your e-mail
• Avoid adding comments at the end of the report
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9. 3 – Keep it Simple
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10. 3 – Keep it Simple
Help your client understand the metrics
• Add cues to help understand graphs/metrics
– “Lower is better”
– What is a “good” click-through rate
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11. 3 – Keep it Simple
Help your client understand the metrics
• Glossary – definition of key metrics
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12. 4 – Aggregate
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13. 4 – Aggregate
Level of granularity should stay relevant to business
Don’t be too granular!
Use:
• Acquisio consolidated campaigns
• Pivot tables
Find the level of granularity that is relevant
business-wise
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14. 5 – Share the Fun
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15. 5 – Share the Fun
Easy ways to keep your clients informed at all times
• Campaign scheduler
• Client portal (read-only access to reports)
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16. 6 – Be Creative
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17. 6 – Be Creative
Don’t limit yourself to basic report components
• Paste tables and images
• Examples:
– Screenshots of ads
– Impression share report
– Search trends (Google insights, Compete...)
– Competitive data (Spyfu, Compete...)
• “Advanced” report components
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18. 7 – Sprinkle some
Analytics
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19. 7 – Sprinkle Some Analytics
Use Google Analytics connector for additional insights
• GA Connector for on-site traffic performance
metrics
• Examples:
– Reporting on Goals
– Online transactions
– Pageviews
– Bounce rate
– ...
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20. 8 – Think Outside
the Box
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21. 8 – Think Outside The Box
Go beyond reporting just on PPC
• Use Acquisio Links to add more value to your
reports & build your competitive advantage
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