ParaCore’s Reporting Philosophy
September 19, 2018
September 19, 2018
Hey everybody, Adam with ParaCore, and today I’m gonna show you how we run our reporting meetings and how we report on our campaigns. Reporting in digital marketing, and paid media in general, is weird and a lot of times you can get tons of graphs with a lot of metrics and slides and numbers and things going up, and things going this way and it’s just not really that helpful. And as a business owner, I really hate looking at slides, and I hate looking at trends and I hate looking at graphs that other people are showing me just like in a collaborative environment, ’cause I find it really annoying and a waste of time.
So, with ParaCore, my vision and the way that we handle all of our reporting calls is that we’re really talking strategically on a human-to-human level talking about metrics from a generalized perspective based on data. But we’re not going through every single slide. And I’m gonna show you, kinda what our reports look like so you can get a feel for what I mean. This is the cover I’ve pulled off a bunch of data to protect client privacy, it’s an old report. So, what happens is, in the reporting call it looks very much like this. We are sharing a screen either via something like RingCentral or we’re sitting in the same room and we’re going over this report. And these are our campaign notes/insights, we call ’em insights internally. And this is something that we spend a lot of time putting together every single month. We pull out all the data, we put it in the report, I’ll show you some of the slides later, and then we go through that data and we pull out insights about what’s happening, and what we should be doing, and observations that are taking place, then different strategic recommendations.
So on this slide I might start by saying, alright the cost per lead has decreased 11% since last month to $25 this month. And then you’ll see here that it references slides eight and nine. As a client, when you receive this report and you get it digitally, it’s an online host report, you can then go to slides eight and nine and see what we’re talking about. Slide 12, slide 15, we refer back to slides when something is slide relevant. We’ll say okay, appointments booked, our AdWords appointments more than doubled, 103% increased to 67 from 33, Facebook had no appoints and so we made it inactive. So, there’s a good thing there, we doubled the amount of conversions, but Facebook didn’t book anything and so we killed that. It’s not like sirens going off, the worst things happen, it’s just Facebook wasn’t converting, we killed that campaign and I know that for a fact, with this client we actually tried it again in the future and it still worked but not as good as AdWorks. Overall the conversion rates increased from 8.55 to 11.76 however, some of the clients decreased, some of the locations decreased, Arrowhead and Tucson from 27 to 21. Other locations saw increases and so we’re looking at averages but we’re also looking at specific locations. We implemented live chats, we’re reporting on that, phone calls, we’re talking about increasing. Impression share, that’s something that we like to report on a lot because it shows you how much money you can spend and what the opportunity is, so that’s a really good one. And then secondary repair services, we’re talking about different products that they’re repairing.
This next slide is kind of a one off, where this particular client had 19 different ways to track conversions, so that’s a lot, that’s a lot to set up and a lot to track and we just kinda call it out. The first one was visiting one or more pages as a Google Analytics goal, we’re talking about call extensions, text extensions, mobile call tracking, three different types of forms, an unbounce form and then eight locations and all location’s phone number and then the live chat. So 19 different ways to track conversions, we’ll kind of talk about this, we’ll add to it, we’ll remove from it just depending on what’s needed.
But there’s a lot of different conversion tracking going on with this client. Then we move into optimizations, so these are more of the strategic discussion. The first slide was kind of hey here’s what’s going on, here’s what we’re seeing, and this slide is talking about strategic moves. So in March we tried to optimize for clicks. It worked really well, we saw impression share increased a little bit, and that increased because the cost per click went down from 4.28 to 3.46, conversions almost doubled and then the cost per lead is cut in half. So, that’s what we did in March and then in April we’re gonna consider RLSA Ads which is remarketing lists for search and we’ve seen it working well with other clients so we’re gonna try that with this client.
So here’s where we start talking about big picture strategy. This is what’s happening at this location or in this region, this is what we’re gonna try or we’re gonna regionalize phone numbers, we’re just talking bigger picture. And then as a client, for you, you can say, alright I know what we’re doing big picture and they’re pulling out the right data to show if it’s working or not working and that’s kinda the extent that we go in the campaign, in slides. Now, that process typically takes anywhere from 30 to 45 minutes depending on the amount of discussion that’s being had and how elaborate the conversation is. And then we send the report and you can then look at different slides that are further.
So this report has 27 slides, this is just the month of April, this is the month of March and April, this shows Ad Spend, clicks. I can say only March number of appointments, form submissions, average cost per click. So this is cool, it allows you to filter based on the date if you wanna see historical numbers. If I move a little bit further, this is the AdWord spend and then also our management fees. We believe those are part of the investment so we include them in your total investment. This one was a percentage of spend which we don’t really do anymore. Now we’re more flat fee for a variety of reasons which are in other videos. But anyway this is an older account so they did percentage of spend in some cases. This is the cost per all leads and you’ll see here it says inclusive of management fees. One thing to consider when you’re talking to service providers or talking to PPC companies is, are these cost per leads what they promise, or that they’re sitting with other clients so they include the management fees because, management fees are thousands of dollars in most cases. So that really has a huge impact on your cost per lead.
We include management fees in almost all cases depending on how the conversions are structured but we try to include ’em when we can. And then this is cost per lead including forms and chat and so you can hover over these and you can see the numbers. These are pretty basic because they’re just one bar which we try to do, we try and keep it really basic. But that’s kind of more or less what it looks like. Then you see we move into AdWords and so we’ll move into all the different platforms individually like AdWords, Facebook and then maybe Instagram. But if you want it broken up by products or by services it might be broken up into products and services moving forward.
So I like to say that the reports are about 80% template, 20% custom because there are things every campaign that come in and we just add new slides to accommodate those. This is Google Data Studio, it pulls off of Google Sheets and is dynamically updated. Then as we add months, it adds on to this. So we can actually change the date range and go back further if we want. So, that’s how our reporting works, that’s how we approach reports. It’s typically a 30 minute to an hour long conversation depending on the extensiveness of the campaign. But we walk through the inside slides and then we might refer back to these slides depending on the conversation but really we’re sending you the reports so you can sift through them. Sometimes there are follow up questions, usually there’s not because we try and cover it all in the insights.
So, thanks for watching, if you have any questions please open a conversation below, like the video if you liked it, subscribe if you liked the video as well, my name is Adam thanks for watching and we’ll see you in the next video.
We have been partnering with ParaCore since 2018. Our account is complex and they love the challenge. They work hard to earn our business by presenting new trends, testing new methods and evolving our account each month. They are organized, quick, kind, accommodating, technical and they make an effort to understand our business.
Paracore is extremely knowledgeable and helpful. They continually present us with new optimization ideas and genuinely care. I highly recommend working with them for PPC support.
I was introduced to Paracore from a respected industry professional. I interviewed several teams and decided to go with them. I was impressed from day one and continue to be six months later. They were able to quickly understand our company, goals, challenges and brand, and started driving results soon after onboarding. What I love about them most (in addition to the influx of leads :)) is they are very thorough and proactive. In fact, I consider them to be an extension of my internal team, and I feel confident knowing that I have them always looking out, keeping me in the loop and providing continued results. Every member of the team-- Veronica, Bekah and owner, Adam-- have been a pleasure to work with every step of the way. I highly recommend them for anyone needing expert level PPC strategies and executions.
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ParaCore has done an amazing job helping me and my organization with Paid search, video and social programs around the world. I love how proactive, organized and passionate they have been. It's been a great pleasure! If anyone is looking for an agency for these services, you will not go wrong with ParaCore!
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