When a site owner wants to have the website improved, he might use a web design agency, or a freelancer to make the adequate changes and to implement the desired campaigns. However, no matter who you use, as a site owner, you’ll still need to see not just the results but also the reports about the campaigns used and their performances.

What is PPC?
Even if you’ve heard about it, let’s see what it means. PPC comes from pay-per-click and it’s a part of internet marketing techniques. It’s about paying a fee for each time one of your ads (meaning from your website) is clicked. This is actually a simple way of buying and insuring visits to your website, without earning them organically through SEO or other types of marketing.

Generally used with search engines, you will have to pay a fee every time the ad is clicked and a visitor is sent to your website. The search engine will actually receive the fee for showing your ad, and it’s actually worth it because the price is definitely lower than what it actually means.

The Reports
Now, after the campaigns are set, a report is needed. The owner of the website will see the results, of course, but he or she will also need to see a written report about what was done. The performance of the campaign is generally given in terms of numbers, but not all the time these numbers are easy to interpret.

For example, for each week, you’ll see a spreadsheet containing only numbers – clicks, impressions, CTR, average CPC, costs, average position, conversions, conversion rate and others, and it might be quite hard to understand what it all means.

The Goals
Before launching a PPC campaign, you’ll need to set the goals. If the owner of the site is not sure about these, the specialist can help him clear it out. Many campaigns are launched without having a goal, and at the end of the campaign, the report will have no meaning, not just for you, as a specialist, but also for the owner of the website who won’t understand a thing from that report.

If the goals are set, you can draw the report for each week and still answer the most important questions. You’ll be able to insert charts and graphs along with narrative text to show if the goals have a chance to be achieved. With the right SEO company – Cape Town reports will show exactly what was done and what still needs to be improved.