"If I were a client on the receiving end of a 1-2 hour weekly and/or monthly PPC status call, I would
dread it," Meyers says. "Because I would not want to hear the PPC Guru or the Account Manager on the other end telling me every stink'n little change in the traffic metrics different from the previous
week or month."
So what kinds of metrics should you share during your status call? Meyers says that for PPC-only clients, stick to performance metrics like orders/leads generated and
ROAS, monthly traffic by engine, and comparisons to the previous month.
As for slides, show them the top 25 keywords and ads, and if applicable, slides that show the impact of offline promotions and seasonal events on search traffic. Lastly, you may want to eschew reporting on stats like average click-through percentage and average time on site--as they may not be relevant to the client's bottom line.