Reporting Campaigns should be reported on a weekly basis. This enables close monitoring of the campaign activity and effects of optimisation changes can be monitored quickly. Weekly reports should include (per PPC network): Total clicks received. Total cost. Total average cost per click. Total conversions received. Total cost per conversion. In addition, there should be a complete breakdown by keyword of: Clicks. Cost. Click through rate (when available). Average cost per click. This enables an advertiser to have maximum visibility on the campaign’s activity. On a monthly basis, reporting should include (per PPC network): Total clicks received. Total cost. Total average cost per click. Total conversions received. Total cost per conversion. Additional charges, such as tracking costs and management fees (if using a search marketing agency).

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