{"id":691934,"date":"2025-09-25T17:00:50","date_gmt":"2025-09-25T14:00:50","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/how-to-deliver-monthly-ppc-reports-clients-love\/"},"modified":"2025-09-25T17:00:50","modified_gmt":"2025-09-25T14:00:50","slug":"how-to-deliver-monthly-ppc-reports-clients-love","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-deliver-monthly-ppc-reports-clients-love\/","title":{"rendered":"How to deliver monthly PPC reports clients love"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a35558fd9bac\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a35558fd9bac\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-deliver-monthly-ppc-reports-clients-love\/#Elevate_your_monthly_PPC_updates_with_clear_insightful_stories_that_showcase_results_highlight_value_and_strengthen_client_loyalty\" >Elevate your monthly PPC updates with clear, insightful stories that showcase results, highlight value, and strengthen client loyalty.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-deliver-monthly-ppc-reports-clients-love\/#Reports_vs_dashboards\" >Reports vs. dashboards<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-deliver-monthly-ppc-reports-clients-love\/#Simplicity\" >Simplicity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-deliver-monthly-ppc-reports-clients-love\/#Insight\" >Insight<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-deliver-monthly-ppc-reports-clients-love\/#Context\" >Context\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-deliver-monthly-ppc-reports-clients-love\/#Your_roadmap_to_effective_PPC_reporting\" >Your roadmap to effective PPC reporting<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Elevate_your_monthly_PPC_updates_with_clear_insightful_stories_that_showcase_results_highlight_value_and_strengthen_client_loyalty\"><\/span>Elevate your monthly PPC updates with clear, insightful stories that showcase results, highlight value, and strengthen client loyalty.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>My experience has shown one simple truth: clients stay or go based not on results alone, but on the service they receive.\u00a0<\/p>\n<p>This holds true for the vast majority of clients we\u2019ve worked with.\u00a0<\/p>\n<p>You can deliver excellent outcomes, but if clients feel underserved, they\u2019re likely to leave.<\/p>\n<p>Clients aren\u2019t always rational, and that\u2019s exactly why every touchpoint matters \u2013 especially reporting.<\/p>\n<p>Reporting is often your main connection with clients and can define how they perceive your service.\u00a0<\/p>\n<p>That makes it one of the most important parts of your business.\u00a0<\/p>\n<p>So, what makes a great report?<\/p>\n<p>This article tackles the key principles of building reports that stand out \u2013 complete with examples of what works and what doesn\u2019t.<\/p>\n<h2 id=\"reports-vs-dashboards\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reports_vs_dashboards\"><\/span>Reports vs. dashboards<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before we begin, let\u2019s quickly clarify the difference between reports and dashboards.\u00a0<\/p>\n<p>Reports are detailed documents delivered at set intervals \u2013 often monthly \u2013 in formal formats such as PDFs or slideshows.\u00a0<\/p>\n<p>They typically include more commentary and are designed as one-off documents.<\/p>\n<p>Dashboards, while they may display similar charts and graphs, provide real-time campaign data with little commentary.\u00a0<\/p>\n<p>They\u2019re usually accessed through online platforms like Looker Studio.<\/p>\n<p>Today, many agencies use reports and dashboards interchangeably.\u00a0<\/p>\n<p>A monthly report might simply be a dashboard printout with added commentary.\u00a0<\/p>\n<p>Platforms like Looker Studio or Agency Analytics even let you integrate reporting elements into dashboards and export them as PDFs.\u00a0<\/p>\n<p>Because of this, the distinction between the two has blurred, and we often use \u201creporting\u201d to cover both.<\/p>\n<p>Regardless of format, every great report I\u2019ve seen follows three key principles:<\/p>\n<ul class=\"wp-block-list\">\n<li>Simplicity.<\/li>\n<li>Insight.<\/li>\n<li>Context.<\/li>\n<\/ul>\n<p>Let\u2019s break these down and see how they <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ly.<\/p>\n<h2 id=\"simplicity\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Simplicity\"><\/span>Simplicity<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Great communicators take complex ideas and make them easy to understand. Reporting is no different.\u00a0<\/p>\n<p>With so much data available, a great report simplifies information into a form that\u2019s useful and insightful.<\/p>\n<p>Simplicity should guide every aspect of report design \u2013 from the structure and order of pages to layout, graphs, and visuals.\u00a0<\/p>\n<p>The goal is always to make your report as clear as possible and avoid what analytics expert Avinash Kaushik calls \u201c<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/akaushik_nothing-simplifies-complexity-like-visualizing-activity-7240018396937936897-QxdG\" target=\"_blank\" rel=\"noopener\">data puke<\/a>\u201d \u2013 overwhelming clients with too much information.<\/p>\n<p>Ways to achieve simplicity include:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Design for client needs:<\/strong> Report creators often focus on what they think is important rather than what the client needs. Understand each client\u2019s KPIs to keep reports focused. A CEO may only need top-level KPIs, while a regional sales manager may need audience metrics.<\/li>\n<li><strong>Focus on KPIs:<\/strong> For every new page or graph, ask whether it helps show whether the KPI is being achieved. Provide the minimum pages, graphs, and tables needed to convey the point.<\/li>\n<li><strong>Organize by concept:<\/strong> Structure pages around ideas \u2013 KPIs, platforms, campaigns, or regions. You can split pages by KPI or by platform (Meta vs. Google).<\/li>\n<li><strong>Include a summary page:<\/strong> Multiple pages are useful, but clients are time-poor. A summary page centralizes insights so readers can get the big picture quickly.<\/li>\n<li><strong>Branding and credentials:<\/strong> Adding your company logo (and the client logo) makes the report look professional and personalized.<\/li>\n<\/ul>\n<p>The example from Data Studio Guru\u2019s Full Screen Dashboard reflects these principles well:<\/p>\n<ul class=\"wp-block-list\">\n<li>Clear, focused data.<\/li>\n<li>Sidebar navigation separating dashboard sections.<\/li>\n<li>An overview page.<\/li>\n<li>Strong focus on KPI metrics like transactions and revenue.<\/li>\n<li>Well-spaced elements with good contrast.<\/li>\n<\/ul>\n<p>(One limitation: there\u2019s no commentary included, which is acceptable for dashboards but not ideal for a final report.)<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"620\" http: alt=\"Data Studio Guru\u2019s Full Screen Dashboard\" class=\"wp-image-462492\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-Studio-Gurus-Full-Screen-Dashboard.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-Studio-Gurus-Full-Screen-Dashboard-768x298.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-Studio-Gurus-Full-Screen-Dashboard-1536x595.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-Studio-Gurus-Full-Screen-Dashboard.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"620\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-Studio-Gurus-Full-Screen-Dashboard.png\" alt=\"Data Studio Guru\u2019s Full Screen Dashboard\" class=\"wp-image-462492\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-Studio-Gurus-Full-Screen-Dashboard.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-Studio-Gurus-Full-Screen-Dashboard-768x298.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-Studio-Gurus-Full-Screen-Dashboard-1536x595.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<p>Michael Howe-Ely\u2019s Ultimate Ads Dashboard is another strong example, featuring:<\/p>\n<ul class=\"wp-block-list\">\n<li>An excellent summary page combining all ad platforms side by side.<\/li>\n<li>In-depth platform pages for deeper dives.<\/li>\n<li>Sidebar navigation.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"723\" http: alt=\"Michael Howe-Ely\u2019s Ultimate Ads Dashboard\" class=\"wp-image-462493\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Michael-Howe-Elys-Ultimate-Ads-Dashboard.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Michael-Howe-Elys-Ultimate-Ads-Dashboard-768x347.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Michael-Howe-Elys-Ultimate-Ads-Dashboard-1536x694.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Michael-Howe-Elys-Ultimate-Ads-Dashboard.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"723\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Michael-Howe-Elys-Ultimate-Ads-Dashboard.png\" alt=\"Michael Howe-Ely\u2019s Ultimate Ads Dashboard\" class=\"wp-image-462493\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Michael-Howe-Elys-Ultimate-Ads-Dashboard.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Michael-Howe-Elys-Ultimate-Ads-Dashboard-768x347.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Michael-Howe-Elys-Ultimate-Ads-Dashboard-1536x694.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p><strong><em>Dig deeper: How to deliver PPC results to executives: Get out of the weeds<\/em><\/strong><\/p>\n<h2 id=\"insight\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Insight\"><\/span>Insight<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The second guiding principle is insight.\u00a0<\/p>\n<p>While the dashboards above don\u2019t include commentary, a great report must go beyond presenting data to providing insight.<\/p>\n<p>A strong report should include:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Data:<\/strong> Present charts and tables in a clear, simplified format.<\/li>\n<li><strong>Observation:<\/strong> Summarize what happened in the data.<\/li>\n<li><strong>Interpretation:<\/strong> Explain why it happened.<\/li>\n<li><strong>Action:<\/strong> Recommend what to do next based on this understanding.<\/li>\n<\/ul>\n<p>This progression from data to action is what makes insights truly actionable.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"556\" http: alt=\"Data to action progression\" class=\"wp-image-462494\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-to-action-progression.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-to-action-progression-768x267.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-to-action-progression-1536x534.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-to-action-progression.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"556\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-to-action-progression.png\" alt=\"Data to action progression\" class=\"wp-image-462494\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-to-action-progression.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-to-action-progression-768x267.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Data-to-action-progression-1536x534.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Each page should focus on a single concept or KPI and include no more than three key insights that follow the four-step process above.<\/p>\n<p>AI can help automate parts of this, especially generating observations, but it\u2019s not yet strong at interpretation.<\/p>\n<p><strong><em>Dig deeper: How to analyze PPC performance metrics<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 id=\"context\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Context\"><\/span>Context\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The third guiding principle is context. Without it, data exists in a vacuum.\u00a0<\/p>\n<p>A great report must provide context to make metrics meaningful. There are two key types of context to include:<\/p>\n<ul class=\"wp-block-list\">\n<li>Historical performance.<\/li>\n<li>Industry benchmarks.<\/li>\n<\/ul>\n<p>Historical performance shows whether results are improving over time.\u00a0<\/p>\n<p>Show both month-over-month (MoM) and year-over-year (YoY) changes in your graphs.\u00a0<\/p>\n<p>YoY comparisons are especially useful for seasonal businesses because they compare performance to the same time last year.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"780\" http: alt=\"Google Ads Overview - Historical performance \" class=\"wp-image-462496\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Google-Ads-Overview-Historical-performance-.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Google-Ads-Overview-Historical-performance--768x374.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Google-Ads-Overview-Historical-performance--1536x749.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Google-Ads-Overview-Historical-performance-.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"780\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Google-Ads-Overview-Historical-performance-.png\" alt=\"Google Ads Overview - Historical performance \" class=\"wp-image-462496\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Google-Ads-Overview-Historical-performance-.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Google-Ads-Overview-Historical-performance--768x374.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Google-Ads-Overview-Historical-performance--1536x749.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>In the report below, KPIs show both MoM and YoY deltas to clearly signal changes over time:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"381\" http: alt=\"KPIs show both MoM and YoY deltas\" class=\"wp-image-462497\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/KPIs-show-both-MoM-and-YoY-deltas.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/KPIs-show-both-MoM-and-YoY-deltas-768x183.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/KPIs-show-both-MoM-and-YoY-deltas-1536x366.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/KPIs-show-both-MoM-and-YoY-deltas.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"381\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/KPIs-show-both-MoM-and-YoY-deltas.png\" alt=\"KPIs show both MoM and YoY deltas\" class=\"wp-image-462497\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/KPIs-show-both-MoM-and-YoY-deltas.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/KPIs-show-both-MoM-and-YoY-deltas-768x183.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/KPIs-show-both-MoM-and-YoY-deltas-1536x366.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Graphs on a timeline add even more detail by showing multiple time periods. <\/p>\n<p>In the graph below, the conversion metric is tracked over 12 months:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"480\" http: alt=\"Conversion metrics tracked over time\" class=\"wp-image-462498\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Conversion-metrics-tracked-over-time.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Conversion-metrics-tracked-over-time-768x230.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Conversion-metrics-tracked-over-time-1536x461.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Conversion-metrics-tracked-over-time.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"480\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Conversion-metrics-tracked-over-time.png\" alt=\"Conversion metrics tracked over time\" class=\"wp-image-462498\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Conversion-metrics-tracked-over-time.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Conversion-metrics-tracked-over-time-768x230.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Conversion-metrics-tracked-over-time-1536x461.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Compare two distinct time-period curves on one graph to make changes easy to spot.\u00a0<\/p>\n<p>For example, the chart below shows URL clicks on the blue curve vs. URL clicks from the previous month on the light blue curve:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"947\" http: alt=\"Comparing time-period curves\" class=\"wp-image-462499\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Comparing-time-period-curves.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Comparing-time-period-curves-768x455.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Comparing-time-period-curves-1536x909.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Comparing-time-period-curves.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"947\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Comparing-time-period-curves.png\" alt=\"Comparing time-period curves\" class=\"wp-image-462499\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Comparing-time-period-curves.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Comparing-time-period-curves-768x455.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/Comparing-time-period-curves-1536x909.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Industry benchmarks add another layer of context. <\/p>\n<p>Clients may say it\u2019s great that conversions are increasing or cost per acquisition is decreasing, but how does that compare to competitors? Reliable sources include:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Google Keyword CPC data:<\/strong> Compare keyword CPCs with competitor CPCs using Google\u2019s keyword tool.<\/li>\n<li><strong>Wordstream benchmarks:<\/strong> Wordstream aggregates and publishes key metrics such as conversion rates across industries in the U.S.<\/li>\n<\/ul>\n<p>Combining historical performance with industry benchmarks gives clients a clearer, more meaningful picture of results.<\/p>\n<p><strong><em>Dig deeper: How to produce a better PPC QBR for your stakeholders<\/em><\/strong><\/p>\n<h2 id=\"your-roadmap-to-effective-ppc-reporting\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Your_roadmap_to_effective_PPC_reporting\"><\/span>Your roadmap to effective PPC reporting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Getting started with reporting is easier than ever.\u00a0<\/p>\n<p>Many tools and templates let you build reports quickly.\u00a0<\/p>\n<p>Google\u2019s Looker Studio is a strong starting point, with plenty of plug-and-play templates available from Google and third-party marketplaces like byMarketers.\u00a0<\/p>\n<p>These can get you up and running in minutes.<\/p>\n<p>No matter which tools or software you choose, anchor every report in the three key principles of simplicity, insight, and context.<\/p>\n<p><strong><em>Dig deeper: Agency-grade PPC audits: How to turn reports into growth roadmaps<\/em><\/strong><\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/deliver-ppc-reports-clients-love-462484\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Elevate your monthly PPC updates with clear, insightful stories that showcase results, highlight value, and strengthen client loyalty. My experience has shown one simple truth: clients stay or go based not on results alone, but on the service they receive.\u00a0 This holds true for the vast majority of clients we\u2019ve worked with.\u00a0 You can deliver&#8230;<\/p>\n","protected":false},"author":1,"featured_media":691935,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/ChatGPT-Image-PPC-reporting-concept.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-691934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/691934","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=691934"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/691934\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/691935"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=691934"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=691934"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=691934"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}