While performance and optimizations are a big part of the relationship between a PPC agency and a client, there is one piece that can provide value beyond just the numbers – communicating strategy and account insights. Over the course of the next few weeks, we will cover 6 strategic tools that we feel help provide value to a company, beyond performance.


Showing performance results is the first line of defense in discussing PPC strategy with clients. Whether the client needs daily, weekly, monthly reporting or all of the above, it is important to discuss more than the numbers. Additional information that should be showcased along with reporting includes:

  • Comparing results to the previous period
  • Calling-out any piece of information that is performing well or not performing
  • Discussing the optimizations that were completed to achieve these results
  • Forecasting future optimizations and initiatives based upon results

The longer the time period between reports, the more information beyond the numbers should be provided. It is also important to look at different time frames, especially if you are using AdWords conversion metrics. AdWords conversion metrics report on day-of-click, which means that if your click-to-conversion window is set to 30 days, if a customer clicked on your ad on April 1st but didn’t actually convert until April 28th, the conversion will be attributed to April 1st. Looking at longer windows of data allows you to account for some of these lagging conversions.

Strategic Plan

Having a strategic plan is imperative for your PPC program, especially in the first 90 days of a relationship. Most of the time, PPC managers probably have a strategic plan that they are working on to help clients achieve goals but may not have taken time to actually communicate that plan to the client. Having this plan easily accessible at all times can help alleviate any questions of what is being worked on and why. Below is an example of a strategic plan that helps eliminate any confusion of the overall strategy and action plan. Taking the extra time to layout this plan will help save time for the client and the PPC manager by eliminating the confusion of what is being worked on.

Read more in the full white paper – 6 Strategic Tools Your PPC Agency Should Be Providing