Common PPC reporting blunders and how to fix them

Accurate reporting and data analysis are crucial for effective PPC campaigns. Inadequate reporting can lead to wasted budget and missed optimisation chances. In this post, we’ll examine common PPC reporting pitfalls and ways to avoid them, ensuring you maximize your advertising budget.

Neglecting conversion tracking

Failing to set up accurate conversion tracking is a significant mistake in PPC reporting. Conversions can encompass sales or form submissions, among others. Proper tracking is essential for precise ROI measurement. Be sure to establish accurate conversion tracking within your advertising platform, whether it’s Google Ads, Bing Ads, or another platform. This enables you to pinpoint the most effective keywords, ads, and campaigns responsible for valuable website actions.

Focusing solely on clicks

While clicks do hold significance in PPC advertising, it’s important not to become excessively fixated on them. Relying solely on clicks doesn’t guarantee conversions, potentially leading to expenditures on non-converting traffic. Instead, shift your attention towards other key performance indicators (KPIs) such as CTR, conversion rate, cost per conversion, and ROAS. These metrics provide a more comprehensive view of your campaign’s performance, aiding in the allocation of your budget for better results.

Ignoring quality score

Google Ads employs a quality score system to assess the relevance and quality of your ads and landing pages. Consequently, maintaining a high-quality score is essential. As a result of a low-quality score, you may experience increased costs per click and lower ad positions. To enhance your campaign’s performance, it’s advisable to consistently monitor and improve your quality scores. This can be achieved by crafting high-quality ad copy, ensuring your landing pages are relevant, and employing targeted keywords. By doing so, you can attain improved ad placements, ultimately leading to cost savings.

Not segmenting data

Examining your PPC campaigns as a whole might obscure important insights. Often, advertisers overlook the need to dissect their data to gauge the performance of individual keywords and ad groups. To enhance outcomes, it’s crucial to generate comprehensive reports categorised by campaign, ad group, keyword, and device. This approach enables you to identify both strengths and weaknesses within your PPC account, facilitating data-driven enhancements.

Overlooking negative keywords

Negative keywords are essential to block irrelevant searches. Neglecting the search term report can waste budget on unproductive clicks that don’t end up converting. To improve, conduct thorough keyword research and review search term reports regularly. Add identified irrelevant queries as negative keywords to enhance campaign relevance.


Should you need assistance or guidance, we encourage you to contact us. We specialise in offering support for PPC campaigns and can assist you in navigating potential challenges. Please feel free to reach out to us without hesitation to make the most of your advertising budget and attain optimal results.

Reports with charts spread across a table

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