Search Engine Optimization (SEO) for your website

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into quantitative measures for ongoing tracking. Image improvements can be tracked in

your conversion document or in the Monthly Report. (New red flags should be tucked

away in your Task Journal for future fixing!)

Thursday: Monitor PPC Ads

This month you’re going to build on your previous PPC reporting data by adding your

conversion tracking data:

• Monthly PPC performance data

• Top-performing keywords

• Changes to campaigns

Monthly PPC Performance Data

Using the data you collect from your PPC engine and last month’s report as a jumping-

off point, boil down the important aspects of this month’s PPC performance and add it

to your report:

• Total number of click-throughs

• Click-through percentage

• Total cost

• Average total cost per click

This month, you can add some new data (assuming you didn’t have it already):

• Total number of conversions

• Conversion percentage

• Average total cost per conversion

Keep your PPC service’s campaign report open; you’ll need it to complete the

next section.

Now:

Now, use your PPC service to generate a monthly campaign report, and enter the performance data

into your Monthly Report.

Now:

Now, record any image improvements in your Monthly Report.

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