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Reporting – PPC

Table of Contents

Paid Impressions

Paid impressions are the number of times an ad (Google or Facebook) has been viewed in the given timeframe. Because this takes into account Google and Facebook campaigns, these impressions can happen anywhere on Google Search, Facebook, or the Google Display Network if we are running Google Display Ads.

 

Paid Clicks

Paid Clicks are the number of times someone clicks on an ad. It’s important to remember that clicks do not necessarily mean a website visit as not all ads link directly to the website.

 

Cost

Cost is the total cost of the ad campaign over the time period. This number includes the management fee, but probably won’t come out to exactly the client’s budget due to Google Ads rounding various CPC’s (Cost-per-Clicks).

 

PPC Leads On Site

Paid On Site Leads are all the leads that came through your website who’s last destination before the website was an ad. This does not take into account leads directly on ads, such as click-to-calls, or website leads from other sources that also found the website through an ad at some point in their journey. 

 

PPC Leads Off Site

PPC Off Site leads are any lead that occurred before and/or without the user visiting the website.  These mostly include click-to-calls.

 

Paid Traffic

Paid Traffic is a time series of paid website sessions so you can see trends in your traffic based on the timeframe.

 

Google Ad Group Performance

Google Ad Group performance contains metrics split up by the different ad campaign groups currently running.  These typically include Look, Learn, and Lease which are named based on the marketing funnel and at which point these ads are used. Ad groups can also include competitors or specific keywords. While Clicks, and Impressions are direct metrics, Click Through Rate (CTR) is a measure of the percentage of times something is clicked on per time seen (Clicks/Impressions = CTR). Industry Benchmarks for CTR are 2% for unbranded terms, 10% for branded terms, and 1% for display.

 

Google Keyword Performance

Google Keywords are the exact terms the website is being found by in Google Ads. While Clicks and Impressions are direct metrics, Click Through Rate (CTR) is a measure of the percentage of times something is clicked on per time seen (Clicks/Impressions = CTR). Industry Benchmarks for CTR are 2% for unbranded terms, 10% for branded terms, and 1% for display.

 

Facebook Ad Group Performance

Facebook Ad Group Performance is performance categorized by Facebook Ad Group. Typically this will only have 1 ad group but can also include any specialty groups like college targeting, specific floor plans, and more. While Clicks and Impressions are direct metrics, Click Through Rate (CTR) is a measure of the percentage of times something is clicked on per time seen (Clicks/Impressions = CTR). Industry Benchmarks for CTR on Facebook is 2%.