As PPC managers, we normally look for each account’s performance and work hard to improve its KPIs.
But as an agency, we must focus on the continuous improvement not only of our accounts, but also on our techniques and processes.
Lately i’ve been digging at data from my “my client account” (formerly known as MCC) and to my satisfaction, I can see that we are doing a good job overall.
By clicking this button on the left:
We can then see how we are performing CTR-wise for example:
Or, we can see if we are driving more conversions each month:
Is our conversion rate improving?
As we see in the last graphic, we got a lower CR in the last two months, but since we got more conversions, it’s not something to worry.
I recommend to also take a look at the “competitive metrics” like “search impression share” in order to be aware of each client’s budget and to make corrections if needed.
Also, for more insights about continuous improvement, take a look at this article: http://measuringthedigitalworld.com/2015/11/21/continuous-improvement/