Marketing AI Skill

Ppc Performance Dashboard

Comprehensive tracking and reporting of all paid advertising campaigns including Google Ads, Microsoft Ads, social ads, and display advertising. Use when building PPC performance dashboards, tracking campaign KPIs, monitoring ROAS, analyzing paid search per...

PPC Performance Dashboard

Unified tracking, analysis, and reporting for all paid advertising campaigns across every platform.

Workflow

Connect all advertising platforms to centralized data warehouse or reporting tool.
Define KPIs by campaign objective and stakeholder audience.
Build dashboard views: Executive summary, campaign detail, keyword-level, trend analysis.
Configure automated data refresh and report scheduling.
Set up alerts for budget pacing anomalies, CPA spikes, and performance thresholds.
Implement conversion attribution model consistent across all platforms.
Conduct weekly performance reviews using dashboard data.
Generate and distribute monthly executive reports automatically.

Dashboard Architecture

DASHBOARD VIEW STRUCTURE
==========================

VIEW 1 — EXECUTIVE SUMMARY (C-Level / Stakeholders):

  ┌─────────────────────────────────────────────────────────────────┐
  │ PAID ADVERTISING — EXECUTIVE DASHBOARD                          │
  │ Reporting Period: May 1-31, 2024  │  Last updated: 2 hours ago  │
  ├─────────────────────────────────────────────────────────────────┤
  │                                                                  │
  │  $47,200         2,210           4.2x          $21.36           │
  │  Total Spend     Conversions     ROAS          Avg CPA          │
  │  ▲ 8.2%          ▼ 3.1%          ▲ 12.5%       ▼ 15.2%         │
  │  vs. prior mo.   vs. prior mo.   vs. prior mo. vs. prior mo.   │
  │                                                                  │
  ├─────────────────────────────────────────────────────────────────┤
  │  BUDGET UTILIZATION:  ████████████████░░░░  78% ($47,200/$60K)  │
  │                                                                  │
  ├─────────────────────────────────────────────────────────────────┤
  │  SPEND BY CHANNEL:                                              │
  │  Google Search:   ███████████░░░░░░░  $23,000 (49%)  ROAS: 4.5x │
  │  Google Shopping: ████░░░░░░░░░░░░░░  $10,000 (21%)  ROAS: 3.8x │
  │  Facebook/IG:     █████░░░░░░░░░░░░░  $7,200  (15%)  ROAS: 3.2x │
  │  LinkedIn:        ███░░░░░░░░░░░░░░░  $4,000  (9%)   ROAS: 5.0x │
  │  Microsoft Ads:   ██░░░░░░░░░░░░░░░░  $3,000  (6%)   ROAS: 4.8x │
  │                                                                  │
  ├─────────────────────────────────────────────────────────────────┤
  │  TOP 5 CAMPAIGNS BY REVENUE:                                    │
  │  1. Brand Search        $38,400 revenue  ROAS: 7.7x             │
  │  2. Core Product Search $22,100 revenue  ROAS: 4.4x             │
  │  3. Shopping Catalog    $19,200 revenue  ROAS: 3.8x             │
  │  4. Remarketing All     $16,800 revenue  ROAS: 5.6x             │
  │  5. Category Broad      $8,500  revenue  ROAS: 3.2x             │
  │                                                                  │
  └─────────────────────────────────────────────────────────────────┘

VIEW 2 — CAMPAIGN DETAIL (Marketing Manager):

  ┌─────────────────────────────────────────────────────────────────┐
  │ CAMPAIGN PERFORMANCE — DETAILED VIEW                            │
  │ Filter: [All Platforms] [All Campaigns] [Date Range] [Status]   │
  ├──────────┬────────┬────────┬────────┬────────┬────────┬────────┤
  │ Campaign │ Spend  │ Impress │ Clicks │ CTR    │ Conv.  │ CPA    │
  │ Name     │ ($)    │ ions    │        │        │        │ ($)    │
  ├──────────┼────────┼────────┼────────┼────────┼────────┼────────┤
  │ Brand    │ $5,000 │ 85K    │ 5,950  │ 7.0%   │ 800    │ $6.25  │
  │ Search   │        │        │        │        │        │        │
  │ Core     │ $15,00 │ 120K   │ 4,800  │ 4.0%   │ 450    │ $33.33 │
  │ Product  │ 0      │        │        │        │        │        │
  │ Shopping │ $10,00 │ 200K   │ 8,000  │ 4.0%   │ 350    │ $28.57 │
  │ Catalog  │ 0      │        │        │        │        │        │
  │ Retarget │ $4,000 │ 50K    │ 3,500  │ 7.0%   │ 300    │ $13.33 │
  │ ing All  │        │        │        │        │        │        │
  │ LinkedIn │ $4,000 │ 30K    │ 450    │ 1.5%   │ 60     │ $66.67 │
  │ Lead Gen │        │        │        │        │        │        │
  └──────────┴────────┴────────┴────────┴────────┴────────┴────────┘

VIEW 3 — KEYWORD ANALYTICS (SEO/PPC Specialist):

  ┌─────────────────────────────────────────────────────────────────┐
  │ KEYWORD PERFORMANCE — TOP CONVERTING                            │
  │ Campaign: Core Product Search  │  Platform: Google Ads           │
  ├──────────────────┬────────┬────┬────────┬──────┬──────┬────────┤
  │ Keyword          │ Match  │Spd │ Clicks │ CTR  │ Conv │ CPA    │
  │                  │ Type   │($) │        │      │      │($)     │
  ├──────────────────┼────────┼────┼────────┼──────┼──────┼────────┤
  │ "best [product]" │ Exact  │$4. │ 890    │ 6.2% │ 120  │ $30.00 │
  │ "[brand] review" │ Exact  │$2. │ 1,200  │ 8.1% │ 95   │ $25.26 │
  │ "[product] price │ Phrase │$3. │ 650    │ 3.8% │ 75   │ $26.00 │
  │ comparison"      │        │50  │        │      │      │        │
  │ "alternative to  │ Exact  │$5. │ 320    │ 5.1% │ 45   │ $35.56 │
  │ [competitor]"    │        │25  │        │      │      │        │
  └──────────────────┴────────┴────┴────────┴──────┴──────┴────────┘

VIEW 4 — TREND ANALYSIS:

  ┌─────────────────────────────────────────────────────────────────┐
  │ 90-DAY PERFORMANCE TRENDS                                       │
  │                                                                  │
  │  SPEND:      $$$$$$██████████████████████████████████████████$$ │
  │  CONV:       ██░░░░██████████████████████████████████████████░░ │
  │  CPA:        ░░░░░░░░██████████████████████████████████████████ │
  │  ROAS:       ██████████████████████████████████████████████████ │
  │                                                                  │
  │  Key events:  [Mar 15: Campaign Launch] [Apr 1: Bid Strategy    │
  │               Change] [Apr 20: Creative Refresh] [May 1: Budget │
  │               Increase 20%]                                       │
  │                                                                  │
  └─────────────────────────────────────────────────────────────────┘

KPI Framework

KPI DEFINITIONS AND CALCULATIONS
==================================

PRIMARY KPIs (by objective):

  AWARENESS CAMPAIGNS:
    → Impressions: Total ad views
    → Reach: Unique users who saw ad
    → CPM: Cost per 1,000 impressions = Spend / (Impressions / 1000)
    → Impression Share: % of eligible impressions won
    → Ad Position: Average position (1 = top of page)
    → Frequency: Avg impressions per user (= Impressions / Reach)

  CONSIDERATION CAMPAIGNS:
    → Clicks: Total ad clicks
    → CTR: Click-through rate = Clicks / Impressions × 100
    → CPC: Cost per click = Spend / Clicks
    → View-through rate: Views completing 50%+ of video
    → Engagement rate: (Likes + Comments + Shares) / Reach × 100
    → Landing page views: Clicks that reached landing page

  CONVERSION CAMPAIGNS:
    → Conversions: Completed goal actions
    → CVR: Conversion rate = Conversions / Clicks × 100
    → CPA: Cost per acquisition = Spend / Conversions
    → ROAS: Return on ad spend = Revenue / Spend
    → MER: Marketing efficiency ratio = Revenue / Total Marketing Spend
    → Payback period: Days until cumulative revenue = cumulative spend

  REVENUE CAMPAIGNS:
    → Revenue: Total attributed revenue
    → ROAS: Return on ad spend = Revenue / Spend
    → AOV: Average order value = Revenue / Orders
    → Margin ROAS: (Revenue - COGS) / Spend
    → Profit per click: (Revenue - Spend - COGS) / Clicks
    → LTV:CAC ratio: Customer lifetime value / Acquisition cost

SECONDARY KPIs (diagnostic):

  QUALITY SCORE (Google Ads):
    → Score: 1-10 (10 = best)
    → Components: Expected CTR, Ad relevance, Landing page experience
    → Impact: Higher QS = lower CPC, better ad position
    → Benchmark: > 7.0 is good, > 8.0 is excellent

  AD RANK:
    → Determines ad position in auction
    → Formula: Max CPC × Quality Score (simplified)
    → Target: Ad Rank > competitors for top position

  SEARCH TERM MATCH RATE:
    → % of clicks from targeted keywords vs. broad match expansion
    → Target: > 70% from exact/phrase match (controlled spend)
    → Below 50%: Too much broad match waste

  CONVERSION LAG:
    → Average days from click to conversion
    → B2B: 7-30 days typical
    → B2C: 0-7 days typical
    → Attribution window: Set based on average lag (14/30/90 days)

KPI BENCHMARKS BY INDUSTRY (Google Search):

  ┌──────────────────┬────────┬────────┬────────┬────────┬────────┐
  │ Industry         │ CTR    │ CPC    │ CVR    │ CPA    │ ROAS   │
  ├──────────────────┼────────┼────────┼────────┼────────┼────────┤
  │ E-commerce       │ 3.1%   │ $1.20  │ 2.8%   │ $43    │ 3.5x   │
  │ SaaS / B2B       │ 4.2%   │ $4.50  │ 3.5%   │ $128   │ 4.0x   │
  │ Finance / Ins.   │ 2.8%   │ $6.80  │ 2.1%   │ $324   │ 2.5x   │
  │ Healthcare       │ 3.5%   │ $5.20  │ 2.4%   │ $217   │ 3.0x   │
  │ Education        │ 3.8%   │ $2.10  │ 3.2%   │ $66    │ 4.5x   │
  │ Real Estate      │ 2.5%   │ $3.40  │ 1.8%   │ $189   │ 3.2x   │
  │ Travel           │ 3.2%   │ $1.80  │ 2.5%   │ $72    │ 3.8x   │
  │ Legal            │ 2.9%   │ $8.50  │ 2.0%   │ $425   │ 2.8x   │
  └──────────────────┴────────┴────────┴────────┴────────┴────────┘

Alert System

PERFORMANCE ALERT CONFIGURATION
================================

CRITICAL ALERTS (immediate notification):
  → Daily budget exceeded by 150%: Email + Slack alert
  → CPA exceeds target by 200%: Email + Slack alert
  → Conversion tracking stopped firing: Email + Slack + SMS
  → Ad account suspended: Email + SMS (immediate)
  → Spend exceeds monthly budget by 110%: Email + Slack

WARNING ALERTS (daily digest):
  → CPA exceeds target by 50%: Include in daily report
  → CTR drops below 1.0% (was > 2.0%): Include in daily report
  → Impression share drops below 50% (was > 70%): Include in daily report
  → Budget pacing off-track by > 20%: Include in daily report
  → Quality Score drops below 4.0: Include in daily report

INFORMATIONAL ALERTS (weekly digest):
  → New converting search terms found
  → Competitor impression share increase > 10%
  → Ad fatigue indicators (frequency > 3.0, CTR declining)
  → Seasonal CPC trend changes
  → Search volume shifts > 20%

ALERT DELIVERY CHANNELS:
  Slack: Real-time alerts to #ads-alerts channel
  Email: Daily digest to marketing team
  SMS: Critical alerts to account manager only
  Dashboard: Visual indicators (red/yellow/green status)

Reporting Templates

MONTHLY PPC EXECUTIVE REPORT
==============================

SECTION 1 — PERFORMANCE SUMMARY:
  Reporting Period: [Month, Year]
  Total Ad Spend: $[amount] (vs. budget: $[amount], utilization: [X]%)
  Total Conversions: [number] ([+/- X]% vs. prior month)
  Total Revenue Attributed: $[amount]
  Overall ROAS: [X]x (target: [Y]x)
  Average CPA: $[amount] (target: $[amount])

SECTION 2 — CHANNEL BREAKDOWN:
  ┌──────────────┬──────────┬──────────┬──────────┬──────────┬──────────┐
  │ Channel      │ Spend    │ Conv.    │ Revenue  │ ROAS     │ CPA      │
  ├──────────────┼──────────┼──────────┼──────────┼──────────┼──────────┤
  │ Google Search│ $[amt]   │ [num]    │ $[rev]   │ [X]x     │ $[cpa]   │
  │ Google Shop. │ $[amt]   │ [num]    │ $[rev]   │ [X]x     │ $[cpa]   │
  │ Facebook/IG  │ $[amt]   │ [num]    │ $[rev]   │ [X]x     │ $[cpa]   │
  │ LinkedIn     │ $[amt]   │ [num]    │ $[rev]   │ [X]x     │ $[cpa]   │
  │ Microsoft    │ $[amt]   │ [num]    │ $[rev]   │ [X]x     │ $[cpa]   │
  │ ─────────────┼──────────┼──────────┼──────────┼──────────┼──────────┤
  │ TOTAL        │ $[amt]   │ [num]    │ $[rev]   │ [X]x     │ $[cpa]   │
  └──────────────┴──────────┴──────────┴──────────┴──────────┴──────────┘

SECTION 3 — TOP PERFORMING CAMPAIGNS:
  1. [Campaign name] — $[revenue] revenue, ROAS: [X]x, Spend: $[amount]
  2. [Campaign name] — $[revenue] revenue, ROAS: [X]x, Spend: $[amount]
  3. [Campaign name] — $[revenue] revenue, ROAS: [X]x, Spend: $[amount]

SECTION 4 — KEY INITIATIVES AND CHANGES:
  → [Date]: Launched [campaign type] for [objective]
  → [Date]: Switched to [bidding strategy] on [campaign]
  → [Date]: Refreshed creative for [campaign]
  → [Date]: Expanded negative keyword list by [number] terms

SECTION 5 — CHALLENGES AND RISKS:
  → [Issue description] — Impact: [severity] — Mitigation: [action plan]

SECTION 6 — RECOMMENDATIONS AND NEXT MONTH PLAN:
  → [Recommendation 1] — Expected impact: [metric improvement]
  → [Recommendation 2] — Expected impact: [metric improvement]
  → Proposed budget reallocation: [channel] +$[amount], [channel] -$[amount]

SECTION 7 — APPENDIX:
  → Detailed campaign performance table
  → Keyword-level performance (top 50)
  → Search term report (new terms)
  → Creative performance comparison
  → Competitor auction insights summary

Integration Points

Google Ads API: Automated data extraction, campaign management, performance reporting, conversion tracking
Microsoft Advertising API: Parallel reporting, cross-platform comparison
Meta Ads API: Facebook/Instagram campaign data, ad performance metrics, audience insights
LinkedIn Marketing API: Campaign performance, lead gen form data, conversion tracking
Google Analytics 4: Cross-channel attribution, conversion paths, revenue tracking, audience analysis
Google BigQuery: Raw data warehouse, custom analysis, machine learning models, historical data storage
Looker Studio / Data Studio: Dashboard visualization, automated report generation, scheduled distribution
Supermetrics / Funnel.io: Data connector between ad platforms and BI tools (automated sync)
AgencyAnalytics / ReportGiant: White-labeled client reporting, automated PDF generation, custom branding
Databox / Geckoboard: Real-time KPI dashboards, executive TV displays, mobile monitoring
Tableau / Power BI: Advanced analytics, predictive modeling, executive presentations
Google Tag Manager: Conversion event tracking, enhanced conversions, server-side implementation

Edge Cases

Cross-platform attribution conflicts: Same conversion counted by multiple platforms
Problem: Google claims 100 conversions, Facebook claims 80 for same sales (double counting)
Cause: Each platform uses last-click attribution within its own ecosystem
Solution: Use Google Analytics 4 data-driven attribution as source of truth
Solution: Implement enhanced conversions + offline conversion import for accuracy
Reporting: Show platform-reported AND attribution-modelled numbers side by side
Recommendation: Use assist attribution data for budget allocation decisions

Conversion tracking implementation gaps: Missing or broken conversion events
Common issues: Cross-domain tracking breaks, mobile app tracking gaps, server-side rendering issues
Audit: Monthly conversion tracking audit using Google Tag Assistant and GA4 debug mode
Enhanced conversions: Email hash-based matching improves conversion tracking by 10-20%
Server-side GTM: Implement for critical conversion events (purchase, sign-up)
Offline conversions: Import CRM-verified conversions back to ad platforms (improves AI bidding)
Match rate monitoring: Track conversion match rate (target > 80%)

Data freshness and sync delays: Dashboard shows stale data
Google Ads API: Up to 3 hours delay (standard), real-time available for key metrics
Facebook Ads API: Up to 24 hours for some metrics, 4 hours for core metrics
LinkedIn API: Up to 24-48 hours delay
Dashboard refresh: Schedule 2-4x daily syncs (8 AM, 12 PM, 4 PM, 8 PM)
"Last updated" indicator: Always show on dashboard
Budget alerts: Use platform-native alerts (real-time) rather than dashboard data

Multi-account / multi-client consolidation: Aggregating data across account hierarchies
MCC (My Client Center) structure: Campaign Manager → MCC → Client Accounts → Campaigns
Dashboard: Aggregate across all accounts with account-level drilldown
Permissions: Manager access for reporting, standard access for individual accounts
Budget sharing: Shared budgets across accounts with campaign priority settings
Reporting: Consolidated report + individual client reports (automated via template)

Historical data limitations: Limited historical data for new accounts or platform changes
Google Ads: Full history retained in account (indefinite)
Facebook Ads: 38-month data retention (then archived)
New account onboarding: Use industry benchmarks for first 30-60 days
Migration from old account: Export historical data before account transfer
Archive strategy: Quarterly data exports to BigQuery/spreadsheet for long-term storage
Year-over-year comparison: Maintain at least 24 months of historical data

Currency and timezone complications: Multi-regional campaigns with different currencies
Currency: Dashboard should show both local currency and consolidated USD equivalent
Timezone: Set reporting timezone to business HQ timezone (consistent across platforms)
Regional performance: Segment by geographic region for localized analysis
Exchange rate: Use daily average rate for spend conversion (not spot rate)
Budget allocation: Set per-region budgets in local currency to avoid FX volatility impact