One of the biggest parts of your job is keeping your clients in the loop on their marketing programs. Sharing key digital marketing metrics week over week is (hopefully) not just an excuse to boast about the program, but instead, a way to educate clients about the drivers of success, and encourage a healthy interest in their marketing strategy. You’ll always be the expert—that’s why they hired ya—but don’t miss out on sharing these key metrics with your clients. Simply put: it’s good for business.

2. matchcraft //
ONE OF THE BIGGEST PARTS OF YOUR JOB IS KEEPING YOUR CLIENTS IN THE
LOOP ON THEIR MARKETING PROGRAMS. SHARING KEY DIGITAL MARKETING
METRICS WEEK OVER WEEK IS (HOPEFULLY) NOT JUST AN EXCUSE TO BOAST
ABOUT THE PROGRAM, BUT INSTEAD, A WAY TO EDUCATE CLIENTS ABOUT
THE DRIVERS OF SUCCESS, AND ENCOURAGE A HEALTHY INTEREST IN THEIR
MARKETING STRATEGY.
YOU’LL ALWAYS BE THE EXPERT—THAT’S WHY THEY HIRED YA—BUT DON’T
MISS OUT ON SHARING THESE KEY METRICS WITH YOUR CLIENTS. SIMPLY
PUT: IT’S GOOD FOR BUSINESS.
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3. 1. Receiving love through
traffic matters.

4. matchcraft // 4
Driving more conversions starts with driving greater traffic to your
client’s website. Traffic matters.
Your clients are going to want to see an increase in site visitors if
they are paying you to manage their PPC campaigns. And, it’s
important to look at traffic by channel and by campaign—not simply
a lump sum. This will provide greater insights into how people are
reaching your website. For example, is it by brand or non-brand
keywords?

5. 2. Conversions over roses.

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The truth is, you can provide your clients with all sorts of flowery
stats, but what’s going to matter most at the end of the day are
conversions. Your clients want to see what website visitors are
transforming into leads. You may be driving a TON of traffic to the
website, but if only a handful of visitors is converting, something is
going awry.
Conversions are your opportunity to say, without a doubt, that you’re
making a difference.

7. matchcraft // 7
Conversion tracking can be based on who has filled out a contact
form on your client’s website. But it can also mean you need to check
call tracking stats. Mobile phones are king now. So, we need to see
who is using them, who is clicking ads to call, and how many leads
were generated.

8. 3. Be aware of your Valentine—
in this case, your callers.

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We may sound like a broken record, but we believe in the benefits of
call tracking.
In today’s day and age, it’s a big deal if people pick up the phone to
call their best friend—so yes, it’s critical to know who is calling, and
what ad prompted them to do so.
This metric alone can uncover all sorts of awesome tidbits about
what your clients can do to improve their business, from the ad to
operations.

10. 4. How much is your Valentine
costing you?

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Leads are a beautiful thing, but what are they costing you? Show
your clients where their dollars are going. And of course, hopefully
the cost per lead is relatively low.

12. 5. Are they reciprocating (ROI)?

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This is a term everyone drops, but return on investment (ROI) may be
the MacDaddy of all metrics. It’s the end game.
The question is: do your efforts, and your strategy, result in revenue
for your clients? This is a sign of the success of the hand-off from
your campaign leads to your clients (and their ability to close the
deal!).

14. 5. Should you open up
completely?

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Demonstrating ROI secures your relationship with them—it’s your
chance to prove real value.
Your clients want to know what they spend on PPC compared to what
revenue they have brought in in order to gauge profit. Deciding
whether to Include your management fee into the total is a personal
choice.
Do you show just media spend, or do you show the total cost, which
includes what it takes to have you run the campaigns? Sure,
including your fee will bring down the profit, but keep in mind, it’s a
more transparent way to communicate with your clients.

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While you’re watching campaigns at the nitty gritty level, including
important factors such as pacing, these key metrics are a smart way
to keep your clients in the loop on what’s happening with their ads.
And frankly, communicating with clients is also a great way to
maintain accountability yourself. You’re going to want to work hard
to report metrics that you’re proud of.

17. matchcraft //
ABOUT MATCHCRAFT
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A pioneer in the marketing and technology space, matchcraft provides a
best-in-class technology platform that enables companies to successfully
sell and manage search campaigns for their clients.
Unlike other marketing technology platforms, matchcraft helps organizations
efficiently manage even the smallest campaigns, enabling our clients to
provide spectacular service to all of their customers.
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