What Do Google Pay Per Click Reporting Tools Actually Do?

By: Lilly Tyler

Even the very best pay per click account managers find themselves getting frustrated at the prospect of running reports. When done manually it's a task that can sap up considerable amounts of time; time that could otherwise be spent making changes to campaigns - with the main aim of boosting clicks and conversions. Firstly they have to pull all important pieces of information from an account, then they have to run the reports in spreadsheets, not to mention the addition of the context that the reports require to actually make any sense! It's no wonder that many PPC account managers turn towards Google pay per click reporting tools.

But what can Google pay per click reporting tools do?

In most instances, the typical reporting tools are capable of running and creating reports on AdWords accounts in much shorter amounts of time. Rather than hours, most Google pay per click reporting tools are capable of creating reports in just minutes.

Many of them - as Google pay per click reporting tools, as opposed to standard tools - connect straight to a user's AdWords account - obviously only after they've given it permission to, though. The tool will then automatically work to pull in all of the key information - the task that takes so much of account manager's time. Then it'll set about producing reports.

However, rather than usual figure-heavy fare produced during the manual process, these reports will sometimes feature graphs and charts. Their addition makes the data easier to understand for the layman, who just wants to know, for example, which of their keywords are bringing in the most conversions. In this form the information is more digestible.

Sometimes account managers can be guilty of overloading their PPC reports with figures and statistics. Figures and statistics are fine. However, they need to be given context. Without this context the reports - with no explanation - can be pretty difficult for someone who hasn't seen the account to get their head around.

There are a number of great pay per click reporting tools out there that can provide the context needed to make the figures easy to understand.

What aspects do Google pay per click reporting tools cover?

This can vary considerably from tool to tool. Some will cover PPC metrics that others don't. Therefore it's important, when choosing Google pay per click reporting tools, that you consider what each one can offer.

For example, you'll find tools that cover the conversions each keyword in an account has generated, the Quality Score of each keyword, and the number of clicks by match type. You may well find others that cover the average positions of keywords, or the impression share of entire campaigns.

What you want to see in your PPC reports will ultimately play a massive part in the Google pay per click reporting tools you eventually opt for.

These PPC tools are fantastic for the PPC account manager whose time is at a premium. As well as saving time, these tools can also make reporting on multiple accounts much easier.

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Google pay per click reporting tools can help PPC account managers reduce the amount of time they spend on reporting tasks considerably. This article provides an introduction to Google PPC reporting tools.

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