The case for simplified SEO and PPC reporting.
Does in-depth reporting provide any value in the first place?
I work primarily with professional services firms, the majority of whom are law firms. These clients are highly intelligent, extremely well-educated, and generally speaking, highly successful in their fields. If anyone outside of marketing is going to be able to easily understand a typical PPC report, it would be the accountants, lawyers, and adjusters that we work with, but surprisingly, most do not. Even after the meeting or phone call that explains a CTR or a CPA, I can tell that the majority do not entirely understand what the reports are telling them and that we need a new way to report to our non-marketing clients.
“All kinds of lines and graphs”
I recall a first meeting with a small firm in Philadelphia that was leaving a well-known attorney marketing firm from out of state. I asked about the results that he had been seeing, what was working and what wasn’t, and he answered that “they send me an email with all kinds of lines and graphs every month, but it is impossible to read. I’ll send you a copy of some of them and you can tell me.” The forwarded email was a standard report that clearly outlined the changes in traffic, time on page, bounce rate, and all of the typical metrics that we use to track web traffic. The client was a 38 year-old graduate of the University of Pennsylvania that was very comfortable managing most aspects of his website, so it was not an issue of not being “tech-savvy” or uneducated.
He just didn’t get what the numbers meant in terms of his business and the time that his agency put into those reports was wasted.
Pick three numbers and put them front and center.
PPC and SEO reporting must be simplified to the point that a child can understand it. At 12khz, we have started creating dashboards for clients using Google’s Data Studio. These dashboards prominently feature the numbers that mean the most to that client. What does your client care about?
- Number of phone calls?
- Number of people visiting the website?
- Time on page?
By focusing on a few numbers that the client clearly understands and that you have mutually agreed impact the business the most, your reporting goes from being “an email with a bunch of lines and graphs” to being a document that communicates the progress and results of the work that they are paying you to do. In the case of analytics reporting for non-marketers, less is significantly more. All of the typical detailed reporting should be placed on separate pages as to not overwhelm or distract our clients, but still remain available should they choose to delve more deeply into the work that you’ve done.
What are your thoughts? Have you had any positive experiences with greatly simplifying your client reporting? Am I totally wrong? Please share below.