Google Analytics Reports That Help in Better Management of a PPC Campaign

Proper planning and organizing is the foundation of any strategy. However, when the strategy is implemented, it required constant watch, so that any deviation from the goals could be noted down and eliminated.

When it comes to running a PPC campaign, there is a great need of selecting the right reports that can help you get insight to where the campaign is heading, and what can be done to make the progress better. The lines below give three major reports which an internet marketing service provider can utilize in better management of a PPC campaign.

1. Traffic Quality by Hour:

Keeping eye on traffic by segregating it in hours of the day previously was a there in Google Analytics in the form of a time filter, where the manger could select the time in which to run the campaign and when to stop. However, this feature is now available in the form of report. The three metrics that you can apply in this report are:

  • Page per visit
  • Time on site
  • Bounce rate

With these metrics included in a report, a manager can extract the following information:

  • How people behave on a website in what hours of the day.
  • At what time people spend more time on a website.
  • What time of the day people go on exploring pages of the website.

With the help of such report, a PPC manager can better allocate the resources by dividing them in specific hours of the day. This way the peak hours would get the most budget, while the budget allocation on redundant hours could be minimized.

2. In Detail Revenue By City:

This is another feature that is of great importance in devising a PPC strategy. Besides knowing the hours when the users are most attentive, the manager needs to know about the location of the users as well. Geo-targeting is one of the most used paid search practices, and a good foundation that helps you in proper allocation of budget. The three metrics you can choose in finding report about a specific city are:

  • Revenue
  • Per visit value
  • Average value

Geo-targeting previously had the limit until revenue data, but now there is no limit to it and you can get insight to the data and performance of a specific city.

For instance by finding out the average visitor value, and the level of conversion, the PPC manager can decide on using the popular keywords and ads to target the specific city that is generating higher average visitor value, and conversions. This would help the manager to bypass the competitors in other larger areas, and save money by targeting only the valuable visitors in specific region.

3. Keyword Visualization:

Keyword visualization is another reporting feature offered by Google Analytics. In this feature, you can select metrics against your keywords, and then the data or results of those metrics would be shown in the form colored bars and graphs, which reduce the chances of you forgetting any numbers in figures. The three metrics that can be chosen in keyword visualization pertaining to PPC advertising are:

  • Clicks
  • Cost
  • CTR


In short, the above-mentioned reporting modules should be inculcated in every PPC marketing monitoring strategy. These reports will help in better management and monitoring of the PPC campaign.

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